A secretary is sitting at a desk and her boss attempts to get her attention to no avail. Though she is preoccupied, he wants to show her a new cell phone.
He suddenly transforms into a queeny gay man, communicated by a few swishes of the hips, flailing limbs, and a limp wrist. Now the secretary pays attention. The product appears on the screen.
The ad earns a score of 30 because it relies on the exhausted gay-male-as-half-men stereotype. Also, it implies that such effeminate behavior is worth extra attention.