LET CALIFORNIA RING VIDEO

I'm absolutely in favor of protecting the rights of gay marriage in California but I can't say I find this video very compelling in order to get the message across. For one, the soft-focus and sepia-tone convey a tone that's less "civil rights" and more "personal hygiene". Second, the "barriers" presented to the bride-to-be seem largely comical rather than serious; it's not until the last frame or two that anything more somber sets in. Third, I'm not sure who the target demographic for this ad is meant to be but everything about the wedding bespeaks an upper middle class sensibility that may limit its ability to craft empathy. Fourth, the commercial suggests that it's random forces - a broken door knob, poorly parked cars, a clumsy aunt - who are standing in the way of people getting married. That's not the situation facing gay/lesbian couples - they have real people, real organized movements, real politicians, media figures, religious leaders, etc. standing in the way. It's not by accident; the opposition is deliberate, well-funded, and highly motivated.

That opposition has no qualms in playing dirty. So why is Let California Ring playing things so...tame?

--O.W.