A young black man peers down onto the desk he's sitting at in a classroom and sees the word "fag" scrawled into the school desktop (which happens in an earlier commercial).
He gets out a blue marker and writes "Proud 2 B A" above that word, then a smile crosses his face for transforming the angry word into something positive.
The closing caption says, "Take a stand against discrimination."
The ad is part of a series in partnership between MTV and GLSEN, the Gay Lesbian Straight Education Network, which represents youth, teachers and administrators in K-12 schools. It represents some of the negativity that students face in high school.
MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 17 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.