Mobile Telephone Network, Hitchhiker

Abandoned in middle of a desert by a broken down truck, an attractive man gets a chance for a ride when a car drives by. The announcer says, "Because different people have different needs, at MTN we offer you a choice of celluar packages. In fact, choice is such a big thing for us, we're even giving you a choice of endings to our commercial."

As the man runs up to the car, he first finds an attractive woman, who eagerly pats the seat for him to take as The Hermits song "I'm Into Something Good" plays. Choice B provides a car full of women, who pat a spot in between them in the back seat. Choice C has the vehicle filled with 1970's gay band The Village People (as the tune "YMCA" plays) and, in the back seat, a leather daddy pats his lap as a place for the man to sit.

The tagline: "It's your call."

This commercial is lighthearted and there is no negative facial reaction from the man, leaving the "gay" choice as a neutral option. However, it is placed in this category because the Village People remain a stereotyped reference to gays.

South Africa has of course had a dramatic social and cultural turnaround in recent years. Up until 1976, the country actually banned all TV, fearing it might keep people away from church. Progressiveness has now become a hallmark. Since the lifting of Apartheid, gays are now protected by federal law.