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I saw the ad last night (big ups to ABC and its cable affiliate, the Family Channel--yes, Family--and their corporate parent, Disney, for showing it during a prime-time broadcast of a popular Christmas movie). Visually, it was pretty witty--the bouncers are two burly shaveheads in black T-shirts, shades and earpieces, manning a velvet rope--and also pretty pointed: after the two men holding hands are turned away, a hetero couple is waved to the front of the line and admitted. As they enter the church, the man looks back over his shoulder at the gay couple with an expression of (presumably) disgust and fear.
Then a Hispanic fellow and a black girl are barred, while white folks are let in. Then there's a title card that says, "Jesus didn't turn anyone away. And neither do we."
Not a great ad--it was a bit cluttered, trying to do too much, and it moved very fast, with constant patter from the bouncers--the beats were too close together, so there wasn't enough time for them to resonate properly--not enough lingering on the tragic faces of the refusees--but it did lead my eight-year old to ask me, "What just happened there?"
So: opening dialogue, which I guess is the whole point.
And yeah, on the Family Channel. Which, given (a) that Channel's usual audience and (b) the narrow definition of "family" that the Religious Right is trying to jam down America's throats, I found encouraging and amusing. God knows the Mouse isn't an ideal corporate citizen, but every now and then they surprise me by at least trying to do the right thing. |
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