The National Organization for Marriage commercial, perfect FUD, and bonus audition out-takes.

Adland: 

There are three kinds of lies: lies, damned lies, and advertising. Bear with me, I know we all sell the product on the best of its virtues, and nobody in advertising aims to be dishonest really, there are even a whole bunch of laws that keep advertisers in line so we can't say something idiotic like beer makes you lose weight, but when it comes to political propaganda in the United States, that's a whole 'nother ballgame.
The National Organization for Marriage (NOM - as in nom nom nom, that cracks me up right there) have created this fabulous piece of perfect propaganda. As any attentive ad student knows, the best tactic in propaganda is to spread FUD, and this one does it in spades. Watch.

Lets break that down, shall we?

"I'm part of a NJ church group punished by the government because we can't support same-sex marriage..."
You are The Ocean Grove Camp Meeting Association which is a religious ministry, not a church, and you have a large chunk of beach and boardwalk which you've obtained an exemption from state property tax for by arguing that it is open to the public. When a you denied a civil union ceremony to be held there, the courts slapped your hand because you can not restrict access public land, it has to be open to everyone or it's not public. Ya dig? Had it been private land, it would have been a whole different ballgame, think about that next time you file for your $500,000 annual property tax exemption for having public land.

"I'm a California doctor who must choose between my faith and my job..."
Last year Guadalupe Benitez wondered - when does freedom to practice religion become discrimination? She took her question to court, after having been refused treatment on religious grounds, and you can see the courts ruling here (pdf). In conclusion: Do the rights of religious freedom and free speech, as guaranteed in both the federal and the California Constitutions, exempt a medical clinic’s physicians from complying with the California Unruh Civil Rights Act’s prohibition against discrimination based on a person’s sexual orientation? Our answer is no. This case was about artificial insemination, not marriage. If the doctor had religious objections to treating people of color, would you sympathize?

"I'm a Massachusetts parent helplessly watching public schools teach my son that gay marriage is OK..."
They mean David Parker - the dad that was arrested for refusing to leave his sons school until they agreed to not show his son books like ''Who's In a Family?" by Robert Skutch. The book does not discuss gay marriage but different family structures such as a lioness and cub, the single father and children, grandma and her grandchildren, couples and their pets, two moms and their child, etc. The rights of parents to raise their children does not include the right to restrict what a public school can teach the children. In school they may learn about the big bang theory, which may contradict the parent's religious beliefs. They will learn about the Universal Declaration of Human Rights, where hippie-words like brotherhood are thrown around and no person should be subject to discrimination is the main point. This does not violate the parents First Amendment right to exercise their religion, and a judge has even said so in an earlier case about a safe sex (AIDS) education film being shown in public schools. David Parker's appeal to the supreme court was denied (pdf): "In essence, under the Constitution public schools are entitled to teach anything that is reasonably related to the goals of preparing students to become engaged and productive citizens in our democracy. Diversity is a hallmark of our nation."

"My freedom, will be taken away..."
Because if you go outside you'll catch the gay amirite?

"But we have hope.. A rainbow coalition of people of every creed and color are coming together....."

Rainbow what? Right, now your writer is just messing with you guys.

Do not miss the bonus inside - the auditions for this commercial!

Auditions for marriage lie ad from End Marriage Lies on Vimeo.

That audition tape is officially the worst I have ever seen, and I've auditioned fashion models for speaking parts. (zing!)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (12)

  • caffeinegoddess's picture
    caffeinegoddess

    FAIL!
    Love your breakdown of this crap. The news people have picked up on this and it's sad this pathetic piece of propaganda is even being acknowledged.

    Apr 09, 2009
  • Dabitch's picture
    Dabitch

    Aye. The whole rainbow LOVE hijack sent me over the edge. I'm grateful for the audition tape because, oh my god, is that ever hilariously sad. Trouble finding actors who can read, guys? Also, guy number four looks like Dumbo caught in headlights. Guy number seven sounds like my Mac.

    Apr 09, 2009
  • Neo's picture
    Neo

    Miss Monotonous (#8) amuses me to no end.. "I am a California.... Doctor". When I think it can't get worse, #9 shows up looking a lot like a chicken.

    Apr 09, 2009
  • Dabitch's picture
    Dabitch

    Thanks, I put the vimeo embed in the post.

    Apr 10, 2009
  • mpared's picture
    mpared

    it brilliant buz... well done ?!!

    Apr 13, 2009
  • Ron L.'s picture
    Ron L. (not verified)

    Oh what a shame that the video has been taken down, reading this article had me laughing out loud, I wish I could have seen what got you so upset. You're an equal opportunity hater, Dabitch.

    Sep 15, 2015
  • Dabitch's picture
    Dabitch

    I hate bad advertising. The product pushed or propaganda spewed is secondary. If the ad is crap, built on a poor strategic foundation or skirting to truth so hard it skids into lies, I will tear it apart regardless of which side of the political spectrum it may fall. It is a shame you missed it, the wooden acting was kind of amazing.

    Sep 15, 2015

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