What is it that they say about those who protest too much? Perhaps they indeed have something to hide. That’s the crux of this PSA that promotes Charlotte, N.C.-based Stop the Hate, which is a program of the Association of College Unions International. The ad takes us to a party where two young men are standing side by side. One of the guys is clearly homophobic. But his offensive comments take on a different meaning when subtitles appear on screen.
"Those guys are so gay," the man comments, looking at an off-screen couple.
However, a subtitle reads, "Those guys must work out."
"Hey fags, get a room," continues the guy.
The corresponding subtitle translates: "Hey, they have nice shoes."
Finally, the homophobe’s friend speaks up, saying, "Shut up." A subtitle echoes that sentiment: "Shut up."
Defensive, the first guy insists, "They are gay. They are."
A concluding subtitle reads, "They are attractive."
A super appears with the Web site address, StopHate.org. That Web site contains information about hate crime prevention and offers ways to heighten tolerance on college campuses. The spot’s goal is to get college students to consider the underlying insecurities of gay bashers—insecurities they might be concealing both from themselves and others. "Stop the Hate" was directed by Christopher Fyan of North By Northwest Productions, Spokane, Wash., for TDA Advertising & Design, Boulder, Colo.
The creative duo at TDA consisted of creative director/art director/copywriter Jonathan Schoenberg and producer Copper Oliver. Production designer was Vince De Felice.
Jeff Oswalt served as line producer. The DP was Dan Heigh.
Offline/online editor was Mike Southworth of North By Northwest. Colorist was Tim Maffia of Modern Digital, Seattle. Sound designer/audio post mixer was Dave Ernest of North By Northwest.
The spot broke on MTVU, a network that reaches 700 universities and some 5.5 million students throughout the U.S.
