Tilibra Produtos De Papelaria Ltda., Young Poet

A teenage male reads poetry he has written and speaks about his poetic ability. All of his work is written in a notebook, which he shows to the camera. He says his friends would always ask him if he's gay.

The tone changes, and heavy metal music starts to play in the background. The teenager only writes heavy metal lyrics now to avoid his friends' speculation. The product appears on the screen.

The ad earns a "Negative" rating because it implies that one's interests and abilities should be tempered to society's gender expectations. In essence, the ad suggests that this kid's talent ought to be suppressed by what he fears his friends might think about his sexuality.