It looks like a cheesy ad to advertise mayo but what caused Heinz to ditch it was due to the 200 complaints it received (ranging from the ad being “offensive” to “inappropriate”). And why the complaints? Because it showed two men kissing. Yes, two men kissing. And what do Heinz do, they capitulate and apologise:
It is our policy to listen to consumers. We recognise that some consumers raised concerns over the content of the ad and this prompted our decision to withdraw it.
One of the “concerns” raised was that it was unsuitable to be seen by children because some parents felt uncomfortable about being asked questions about same sex relationships. So they have no problem if it was two straights having a kiss? No problem explaining to the kids about heterosexuality.
But as Mark Sweney points out this ad wasn’t being shown around kids telly programmes as it goes against Ofcom’s regulations relating to foods high in sugar, fat and salt. It is, to quote Sweney, a storm in a teacup that has now turned into a maelstrom.
Why did Heinz have to surrender to the “Shocked from Surbiton” mentality of these complaints? They coulda chosen to ignore them and carried on broadcasting, have some courage of their convictions but no they didn’t, instead maybe dictated to by market forces as the complainers are potential customers but so are lesbian and gay men though they mean very little in the scheme of things or indeed the offence caused to them.
But it seems like Heinz are desperate to be seen on the straight and narrow. The stench of homphobia is overwhelming. The spirit of Mary Whitehouse is alive and kicking…..
They obviously don’t believe in ’57 varieties’ when it comes to sexuality…
Damnit BB….! Why didn’t I think of that….
Maybe… the right response is to organise 200 people to counter-protest for pulling the ad?
Maybe… the right response is to organise 200 people to counter-protest for pulling the ad?
I must say that even after being completely desensitized to homosexual kissing on TV, I do still hold mild natural revulsion to seeing it. This is the case with most other people and it will always be so because heterosexuality will always be the norm. There might be a case for calling it ‘irrational’ (personally I don’t think this is true) But it is not ‘homophobia’ in a bad sense, it is a delicacy of feeling.
It cannot be stamped out by your intolerant moral crusading or by judicial harshness any more than homosexuality was stamped out in times past.
“delicacy of feeling”: yours must be as delicate as wet toilet paper my friend.
What your feelings must be when confronted with something that is really wrong I do not know: imperialist invasions as opposed to invading the mouth of someone the same sex as yourself for instance.
Sexual attraction between people is a good thing regardless of whether the person you are attracted to is the same sex as you are. Get a life pal.
Sunny: “Maybe… the right response is to organise 200 people to counter-protest for pulling the ad”?
Yeah maybe those 200 people outside the head office of Heinz indulging in a same sex kiss-in.
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I agree with Chris, homosexuality can never be normalised. I think a lot of you forget that tolerance is a supposed to be bargain based on good manners. It requires discretion on one side and kindness and restraint on the other. A mild and tolerant disapproval of homosexual acts is a perfectly reasonable position and cannot be compared with racism.
But it now seems, judging by your reaction, that what was once a worthy cause for tolerance has turned into a subtle but nasty programme of intolerance. Perhaps the ad should have been shown, but only after the watershed. There are many people who find this display offensive and upsetting. There is no point in your saying that these people don’t matter or that only old folks would object to this.
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I deleted a previous comment because it was utterly racist.
Kate: I will tell you what I don’t tolerate and that’s homophobia. People have a right to express their sexuality on their own terms.
Normal????? What the 5**K is normal! My normal is being me and not lead by some ancient doctrines based on control fear and shame. Two men giving a peck on the cheek in a TV ad??? The ‘offended’ really do need therapy. They could start with cancelling their copies of the Daily M! Heinz… you should be a ashamed of yourself!
Indeed Pete, what the hell is normal….!