ViacomCBS, Skateboarders
Two serious-looking young guys in baseball caps arrive with a big tool kit, blocks of wood and some blueprints. They begin sawing, drilling and hammering.
They build a half-pipe for skateboarding and, when it's complete, give each other a macho handshake and then pull each other forward for a sensual kiss. The text then offers, "You never know."
The young audience of MTV of course respects the idea of skaters, but would not expect them to be gay. The kiss is an unexpected juxtaposition against the macho handshake, thus breaking stereotypes.
MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 25 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.
Skateboarders getting into fights everyday? I know a lot of skateboarders. They don't get into fights with other people every day because they skate.
I dont think England is the one thats "narrow minded." And I think the ad is fab.