A controversial new advertisement in favor of same-sex marriage is raising eyebrows among conservative officials.

The commercial depicts a bride running into a series of obstacles on her way to the altar before asking, "What if you couldn't marry the one you love?"

The ad's maker said that an appeal based on emotion -- rather than legality -- is a real change for the same-sex marriage movement.

"It doesn't really work if you only convince them you should have rights. You have to have them understand who you are and the pain it's caused," Equality California Institute representative Geoff Kors said. "It can hurt people and not exclude people from something as fundamental as marriage in our society."

Conservative officials have decried the ad.

"Anti-marriage activists can spend millions of dollars, but nothing on earth can stop Californians from voting to protect everything about marriage for one man and one woman," said Randy Thomasson of the Campaign for Children and Families.

Gov. Arnold Schwarzenegger is expected to veto a measure passed in September by the California Legislature that would allow same-sex marriages in the state.