I have no idea if it will be effective, but this ad disturbs me for other reasons. It refers to "all committed couples" in a way that suggests that all committed couples will marry if given the chance. The corollary of that is that couples who don't marry are not committed. This is not a mindset I like the LGBT community endorsing. The ad's reference to "fairness" also troubles me, since I do not believe it is "fair" to make marriage the dividing line between relationships that count and those that don't under the law. I prefer a message about equality, as there is no doubt that if different-sex couples have the right to marry then same-sex couples should have that right as well. "Equality" is a different message from "fairness." I'm assuming the folks who made this ad think their message will be more persuasive, and they may be right, but I'm concerned about a picture that's bigger than just the question of whether the governor signs this bill.