# data[].attributes.body
We open with a shot of two people meeting up. (There is a focus on how close they are).

# data[].attributes.body
The two individuals seem to try and shuffle away together discreetly. There is a focus on tension between them two and other's perceiving them.

# data[].attributes.body
"what is called into question here is the distinction between the naturally-given, normative 'self of heterosexuality and the rejected 'Other' of homosexuality" (Barry, 2017). The two individuals in this video are being portrayed in this fashion of being "other" to the individuals in the school. They can be seen as the odd ones out.

# data[].attributes.body
There is an almost intrusive focus on how close these two individuals are to each other. The camera is very close to them, much as they are very close to each other.

# data[].attributes.body
Another uncomfortably close shot of the two individuals hands touching is shown prior to the reveal.

# data[].attributes.body
The reveal that these two individuals were being discreet because they were smoking, not because they were gay.

# data[].attributes.body
The ambiguity of the situation is continued even after the reveal of the cigarette pack.

# data[].attributes.body
"We construct instead an anti-essentialist, postmodernist concept of identity as a series of masks, roles, and potentialities, a kind of amalgam of everything which is provisional, contingent, and improvisatory. The political consequence is that when we claim that gayness, or blackness, is merely a shifting signifier, not a fixed entity, then it becomes difficult to imagine how an effective political campaign could be mounted on its behalf" (Barry, 2017) This commercial showcases the consequences of Sedgwick's theory, in the context of politics. Having homosexuality being an ever shifting signifier opens it up to being utilized as a sort of scape goat not unlike what is being done in this commercial.

# data[].attributes.body
The final punch line is delivered "It's Gay to Smoke", creating a situation where people are being pressured out of smoking not because it's bad for them physically, but rather it makes them appear gay.

# data[].attributes.body
"'identity categories', like 'gay' and 'straight', 'tend to be instruments of regulatory regimes, whether as the normalizing categories of oppressive structures or as the rallying points for liberatory contestations of that very oppression'" (Barry, 2017). This video was utilized as a means of regulation by a government organization, where they made use of homophobia to quell the act of smoking.