Ad Council Fights “So Gay”

Bringing homophobia to the mainstream, the Advertising Council and the Gay, Lesbian and Straight Education Network will today launch a campaign against “That’s so gay.”

It’s the first time the council has used its public service announcements to help out the homos.

And, like so many other PSAs, the print and television campaign will employ the most potent cultural power: celebrity, including Hilary Duff and Wanda Sykes. Rather than try to hammer the message into often rebellious kids’ heads, the campaign plans a more casual, humorous approach:

In the commercial featuring Ms. Sykes, three teenage boys at a pizzeria are making fun of a silly statue of a pizza chef. One says, “That’s so gay, really gay,” to which Ms. Sykes replies, “Please don’t say that,” and then asks how he would like it if she were to say something she disliked was “so ‘16-year-old boy with a cheesy mustache.’ ”

Some print ads are taking a similar tack. “That’s so ‘Jock who can complete a pass but not a sentence,’ ” one headline reads. Another says, “That’s so ‘Gamer guy who has more video games than friends.’ ” The ads end this way: “Think that’s mean? How do you think ‘That’s so gay’ sounds? Hurtful. So, knock it off.”

The campaign comes complete with a website – thinkb4youspeak – on which people can submit their own “That so [x]” comeback. That’s so interactive!