Abc Rejects Gay-Rights Ad During Coming Out On ‘Ellen’

Twenty-nine ABC affiliates have agreed to run a gay-rights group’s anti-discrimination ad during the April 30 coming-out episode of “Ellen” on the network.

The Human Rights Commission says ABC turned down a bid to air it nationally during the program.

The commercial, called “Shoes,” depicts co-workers expressing surprise that a former colleague has been fired from a job because she is a lesbian.

The ad is designed to build support for passage of a federal law banning job discrimination because of sexual orientation.

ABC says it has a blanket policy against issue-oriented ads, and this commercial fell into that category.

David Smith, a spokesman for the campaign, says the network’s rejection is ironic because ABC hopes the episode, in which the lead character (played by Ellen DeGeneres) will reveal her homosexuality, will be a big ratings winner.

“They have determined that an actual depiction of a fact of life for gay people in this country falls under the judgment of controversial advertising,” Smith said. “We strongly disagree with that judgment on their part.”

Given the network’s refusal, the campaign went the more expensive route of trying to persuade local affiliates to run the ad.

Seventy-four stations were asked, 59 said they were willing to air it, seven turned it down and eight didn’t answer, according to Smith.

Finally, the campaign placed the ad with 29 ABC affiliates.

Some $225,000 is being spent on the project.