'Masshole' Urges Support for Protecting the Transgender Community in New Spot

In 2016, Massachusetts passed an anti-discrimination law to protect transgender people in public places like restaurants, hotels and hospitals. However, a group, with eyes on revoking these laws throughout the country, manoeuvred to get it put up for repeal in the form of a ballot question at the mid terms. With low awareness and a confusing measure where you need to vote Yes to uphold the law, MullenLowe needed a message that could resonate with the Massachusetts voter.

To connect with a large faction of voters who may not relate to the LGBTQ, or transgender people, the agency found a common ground that everyone in Massachusetts could stand on, taking a term of contempt and flipping it into a pride point about championing civil liberties for everyone. The spot, produced by Sweet Rickey and edited by PS260's C Tyler Hurst, enlists an unlikely spokesperson that encourages people to be a Masshole, not an asshole, and vote Yes on Question 3 - the proposed referendum - because everyone has the right to live a life free from discrimination.