It will be interesting to see what teens think about this ad campaign targeting their use of “that’s so gay.” Two of the television spots are hilarious. I wonder, though, whether focusing on an expression that doesn’t even bother many young gay people was the right way to go. Why not target more overt homophobic language? (Although it’s probably hard to run an ad using the word “fag.”) I’m also not sure how effective the “knock it off” line is at the end of the spots. Telling a teen in a television ad to knock something off is a surefire way to get them to tune you out—or to get them to say, “That commercial was so gay!“
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