I don't know... I kind of liked it, wasn't sure what was going on until the end of it.

One of the key components of a 'sticky idea' is that it's unexpected. The commercial sneaks up on you - IMHO, it's really well done.

Yeah, it's a bit cheesy... that's a problem? What, like arch, ironic hipster types are the main group opposed to gay marriage, and if we don't win them over we've failed?

The commercial is aimed at the people who DON'T currently support gay marriage.

It evokes images that are meant to appeal to those people. It does its job.

I am a fan. They were strategic in presenting a heterosexual couple to appeal to the comfort and emotions of those most likely to oppose the idea of same-sex couples. I wish it were more representative by showing the trauma it causes both straight and gay couples, but I understand needing to appeal to the target to get the message across.

Well made though, I received the emotional point very clearly. I support TONS more of these being made all over the US!!

Of course it's cheesy. Stereotypical marriage is cheesy. But it's also an image that will resonate with the people it is aimed at. She's "helpless" because she's being beat down. Although queer people fighting for equality are strong, you gotta show someone struggling to get the point across.

I think the strongest point is when they take the kid away from her. I'm guessing they will make one with a man going through the struggle. I think that would actually be more effective. How dare someone stop a man from getting what he wants!!