Through the ThinkB4YouSpeak program, the campaign focuses on use of the phrase "that's so gay." The advertisements, which include sayings such as, "That's so 'jock who can complete a pass but not a sentence,'" have been getting some traction in the blogosphere, and some criticism. Another example of the ads, this one featuring cheerleaders, is after the jump.
GameSpy reports that members of the gaming community are upset over the ads mentioning gamers ("That's so 'gamer guy who has more videogames than friends.'").
ThinkB4YouSpeak has acknowledged that the ads are "mean," but justified that by reminding consumers that "that's so gay" is hurtful as well.