Cast of Sitcom Appears in Ad Against Prop. 22

Cast members of a popular TV sitcom featuring two gay characters are stepping out of their fictional roles to deliver a real-life message, urging voters to defeat a March ballot initiative aimed at banning recognition of same-sex marriages in California.

The four stars of NBC’s hit show “Will and Grace,” which draws about 13 million viewers a week, have filmed a television ad charging that Proposition 22 would legalize discrimination against gays and lesbians.

Just under 30 seconds long, the ad will hit the airwaves in January in California’s biggest cities. Opponents of the initiative say that they will spend at least $1 million on television time for the spot.

“I think it’s a particularly ugly proposition, and while I don’t do a lot of preaching in front of the camera, with my series I’m blessed with the ability to make a difference in some way,” said Max Mutchnick, co-creator and co-executive producer of the offbeat comedy. “Fortunately, I’m surrounded by actors who feel as strongly about this as I do.”

It is not unusual for celebrities to champion a political cause. In recent years, actors have spoken publicly about everything from noisy leaf blowers to animal rights, famine relief and breast cancer research. NBC’s “The More You Know” campaign uses network stars to deliver all manner of pitches, from anti-drug warnings to advice on effective parenting.

But it is rare--and some say potentially risky--for the entire cast of a show to take a position on a specific ballot initiative, especially a controversial one.

“When Ted Danson talks about pollution in the ocean, no one is going to say, ‘How dare he,’ ” said Scott Seomin, entertainment media director of the Gay & Lesbian Alliance Against Defamation. “But this is different. . . . It’s not a safe issue to speak against.”

Mutchnick, who wrote the ad, said he was moved to speak because he views the “rhetoric surrounding the initiative as very mean-spirited.” Although he could have written a large check for the opposition campaign, the producer said he wanted to “be a little more involved” and figured an ad was a natural fit.

As for the potential risk, Mutchnick was careful to point out that the network played no role in the ad: “We are not speaking for NBC in any way. This was my cost, my time and the actors’ time.”

NBC was quick to echo that: “This is something that the cast chose to do personally and does not reflect NBC’s beliefs at all,” said network spokeswoman Shirley Powell.

Opponents of Proposition 22 hailed the ad as a boon for their campaign, saying that it will help deliver their message to a younger audience whose votes they need to defeat the measure.

Mike Marshall, manager of the opposition campaign, said he hopes the ad will educate and motivate young voters, who are less likely than others to go to the polls--especially in a primary election like the one March 7.

“Will and Grace” has a “huge audience and is a very cutting-edge television show,” Marshall said. “The fact that all of the cast and the producer are willing to take a position on this initiative will help many people who are in the middle take a second look and figure out it’s unfair, divisive and discriminatory.”

A spokesman for the Protection of Marriage Committee, the initiative’s sponsoring group, called the ad a predictable use of “Hollywood liberals who have been attacking traditional family values for decades.”

The spokesman, Robert Glazier, also disputed the ad’s claim that the initiative is a discriminatory attack on “basic civil rights.” The measure is “not about discriminating against anybody,” he said. “It’s simply a reaffirmation of the importance of a man and a woman in marriage.”

Analysts said the use of celebrities in political campaigns can be helpful in putting an issue on the map. But they questioned how influential the spot would be.

“Initiatives usually succeed or fail based on the merits, the substance of the issue,” said Don Sipple, a veteran Republican media strategist. He added that although celebrities can give an issue recognition in the marketplace, they aren’t used extensively in political ads.

“That’s because the most effective spokesperson is usually someone who is viewed as credible on the issue,” Sipple said. “So the most they can hope for may be getting people’s attention.”

Now in its second season, “Will and Grace” chronicles the relationship between unattached, handsome, gay Manhattan attorney Will Truman (Eric McCormack) and single, beautiful, straight interior designer Grace Adler (Debra Messing). Thrown into the mix are Will’s flamboyantly gay pal Jack (Sean Hayes), and Grace’s sharp-tongued assistant, Karen (Megan Mullally).

The straightforward ad features a tight shot of all four actors, the men standing behind the women, in a studio. The script says that the vote on Proposition 22 is about basic civil rights and urges voters to “make a difference [and] . . . say no to discrimination by voting no on Knight.”

Knight is a reference to state Sen. William J. “Pete” Knight, author of the initiative that would bar legal recognition of marriage in California. No state now permits gay marriages, but court cases pending in several states could make it a reality soon. Initiative backers seek to ensure that gay and lesbian couples who might someday wed elsewhere cannot move to California and become eligible for property inheritance and other marital benefits.

Sponsors of the measure have yet to air any ads, and would not divulge their strategy. Glazier would say only that the television campaign will “emphasize the importance of keeping marriage as a union between a man and a woman.”