Heinz UK confirms that it decided last week to pull a commercial showing two men kissing after the company received roughly 200 complaints about the ad. The ad promoted Heinz's Deli Mayo, and was a humorous take on a scene of daily life. In the commercial, a New York deli chef makes sandwiches for his kids—taking the traditional role of the wife and mom in such imagery—and, after sending the kids off to school, briefly kisses his male partner goodbye on the lips. The intent, according to an executive for the agency that created the ad, was not so much to show a gay couple in action, as to joke that the product "tastes as if you have your own New York deli man in your kitchen."
The ad was a first effort for Heinz's new advertising firm, AMV BBDO, which won the company's UK business last year. But Heinz decided to pull the ad off the air one week into a scheduled five-week run. According to Heinz UK, the commercial was intended to be funny, rather than to spark controversy. A spokesman for Heinz told Britain's The Independent, "The advertisement was intended to be humorous, not designed to cause offence to anyone. Clearly it failed in its intent to amuse and that is why we took the decision to withdraw it."
The 200 viewer complaints focused on the ad's supposed "indecency" and the supposed risk to children; Britain's Advertising Standards Authority is taking note of the complaints, but has yet to decide whether to investigate the advertisement on indecency grounds. Ironically, the ad already could not be shown during programming aimed at children—not because of its gay content, but because of rules limiting the advertising of foods deemed high in salt, fat, and sugar.
Stonewall, a gay advocacy group, has called for a boycott of Heinz, demanding that they reinstate the ad. As Ben Summerskill, Stonewall's chief executive, pointed out to PinkNews, "If the ad showed a black couple, and people complained, I very much doubt they would withdraw it."
The silver lining of this incident? An online petition in support of reinstating the ad has garnered over 1,300 signatures, though its modest intent was just to match the original 200 complaints.
Decide for yourself what you think of the Heinz Deli Mayo ad. You can watch it here:
I thought it was funny! Its not about a gay couple at all! Its about thanking Heinz for being there just like a spouse. Helping make your a little easier. The fact that they are men...doesnt make it gay. They couldnt show the relationship with a man and a woman because that wouldnt be UNUSUAL enough. The analogy wouldnt be aparent.
Liked it very much made me smile and laugh at same time...Just a bunch of 200 pent up ass-holes not able to understand that the guy in the Kitchen was promoting the product with "Kitch" and the Hubby racing off to work was supposed to thank him before the kids made it off to school...Really fun to see a off-take on the normal commercial. Next they will try to say they were licking the themayo off of one another suggestively....(get over your selves Ass-holes and LAUGH)
I think it was just a bad commercial on the part of the new add firm. The point of the commercial was completely overshadowed by what viewers would HAVE to see as a gay couple. The showed the mayo one time, while the deli guy being gay was suggested at at least 4 times. I personally don't understand why Heinz would advertise a New York Deli commercial in Britain. Anybody else think that the British people just.. might not get it? After all, I imagine most of them don't have a lot of experience with New York Delis.. I say rework the commercial and broadcast it in the U.S.!
Whats wrong with it I liked it. they would never show any thing like that here. I live in Hanover Pennsylvania. and I would like to see all kinds of couples on tv after all isn't that what America is made of???
Firstly, the people in the advert are not a gay couple. That it is often asserted that they are when this debate arises is misleading.
Secondly, 200 complaints is a lot for UK television and it is only right that Heinz has recognised those complaints and taken some form of action (whether or not the action was right is a different matter, but 200 complaints about an advertisement deserves attention).
Thirdly, Heinz products in the UK are often aimed at families (baked beans, tinned spaghetti, baby food, etc) and given that it was primarily parents who voiced concerns Heinz has every right to pull the advert if they feel that is the appropriate decision in appealing to/appeasing their target audience.
The problem that ought to be addressed is the reaction that the British public had to the advert. Heinz pulling the advert is a symptom of a wider problem, but not a proponent of it. Boycotting Heinz products will achieve nothing and, frankly, the thought is laughable as well as misdirected. Instead, the gay 'community' (if such a thing truly exists) ought to take more positives steps towards integrating into mainstream society.
If I hadn't had read the article before watching the video I may not have gotten the gist of the commercial, about how it's suppose to promote Heinz mayonnaise and not a goodbye kiss from a male couple. I think that everything was in its place, but the actual product could have been spotlighted a little more.
OH MY GOD. I can't believe I signed that contract. The add needs to be redone!
The tag line at the end of the commercial needs to be, "It's like having a personal butcher in your kitchen."
Then the joke makes sense. I don't think Heinz meant for this to be such a personal insult, but they had a good premise for advertising. It just needs a better tagline.
What could have been great and very funny just ended up pissing off a lot of people.
Yeah, narrow minds are a penny a dozen and usually are connected to the loudest mouths as limited intellect and comprehension go hand-in-hand with the expellation of hot air. Translation? Ignorant people are usually the first to open and last to close their mouths! :D
Sounds like someone had too much time on their hands. 200 people had nothing to do but make negative comments on a sweet little commercial while how many people starve to death, suffer in bondage (from sweatshop to sexhouse), and are stricken with everything from disease to injury?
Really with all the true evils in the world, this is what they worry about the most - a simple ad with loving couple and family? Truly christians are not happy unless all of humanity is suffering to the fullest.
I'm gay, I'm all for people accepting gays, WE as a human race have a ways to go.
But it was overly gay, to the point that it looked like a gay advocacy campaign (a same-sex couple having kids and the whole family thing). I didn't even realize it was a mayonnaise commercial until the ending. Maybe my humor dial is off.
It was cute, but I'm not going to get up in arms about a not-so-great condiment commercial.
They had 200 complaints and they pulled it? how pathetic. It is a mildly charming commercial that is barely gay. It is so sad that multinational corporations would bend to the narrow minded ignorance of so few. Progressive attitudes should reign.
I don't think that the commercial was actually really gay at all. It was obviously a metaphor that people are reading too much into. My straight friends and I found it really charming. It was very much aligned with the wholesome brand image it is based off.
I think that there are worst things that may harm kids like drugs and war! I don't think that a couple having a life with their kids will harm anybody. Sorry this is not a ketchup campaign because I would change it to: "Ketch up with the latest, it is not a gay issue... it is Heinz Ketchup! Taste it... Live it!" Ha, ha, ha, ha :oD.
I think it's a really sweet, endearing view of what gay men are and can be- closed minds are always frustrating, but I'm so glad that they even made the commercial in the first place. I say put it back up and suck it;)
Give me concrete evidence... statistics... you know, the data you guys always utilize to prove a point... THAT young children are getting mentally damaged by ads focusing on homo-recognition. Jeeze
I think this ad is really funny, and has nothing to do with homosexuality (beyond a little shock value).
What's sad is that it only took 200 complaints from some humorless wackos who shouldn't be watching tv in the first place to pull it off the air. It's a great ad that makes its message clear but the minute sliver of risk they took showing two men kissing turned into some disgruntled mumblings and according to "Hollywood" that's too big a risk.
Some people make the argument, for instance, that tv news quality (at least in the US) is so horrendous because "it's what people want to watch", somehow arguing that producers/execs constantly have their finger on the consumers' pulse and are ready to change programming as soon as "we" ask for it. As someone who has worked in television I know that this is bullshit... aside from a few cable networks (namely HBO) Hollywood is totally reactionary. This story just proves it. An ad that is probably entertaining to most viewers and would probably sell plenty of mayonnaise (who isn't craving a sandwich right now??) is nixed because it has a hint of progressiveness.
It's too bad. The commercial was adorable & very touching. If anything, a reminder to both gay and straight families to "be there" for your kids and remember the "little things" like love. Sad to see Heinz caving in like that.
mahusurfer wrote:
Way For Heinz,I like it ,great ad!
Aug 02 8:23 AM
Freemantom wrote:
Funny - I feel like a ham and swiss with mayonnaise right now...
Jul 13 11:35 PM
buffnut2003 wrote:
I thought it was funny! Its not about a gay couple at all! Its about thanking Heinz for being there just like a spouse. Helping make your a little easier. The fact that they are men...doesnt make it gay. They couldnt show the relationship with a man and a woman because that wouldnt be UNUSUAL enough. The analogy wouldnt be aparent.
Jul 07 3:30 PM
THUNDARBYRD wrote:
Liked it very much made me smile and laugh at same time...Just a bunch of 200 pent up ass-holes not able to understand that the guy in the Kitchen was promoting the product with "Kitch" and the Hubby racing off to work was supposed to thank him before the kids made it off to school...Really fun to see a off-take on the normal commercial.
Next they will try to say they were licking the themayo off of one another suggestively....(get over your selves Ass-holes and LAUGH)
Jul 03 7:46 AM
KentuckyTuss wrote:
I think it was just a bad commercial on the part of the new add firm. The point of the commercial was completely overshadowed by what viewers would HAVE to see as a gay couple. The showed the mayo one time, while the deli guy being gay was suggested at at least 4 times.
I personally don't understand why Heinz would advertise a New York Deli commercial in Britain. Anybody else think that the British people just.. might not get it? After all, I imagine most of them don't have a lot of experience with New York Delis.. I say rework the commercial and broadcast it in the U.S.!
Jun 30 7:13 PM
rebleboy wrote:
Whats wrong with it I liked it. they would never show any thing like that here. I live in Hanover Pennsylvania. and I would like to see all kinds of couples on tv after all isn't that what America is made of???
Jun 30 2:40 PM
RoddenShaw wrote:
Firstly, the people in the advert are not a gay couple. That it is often asserted that they are when this debate arises is misleading.
Secondly, 200 complaints is a lot for UK television and it is only right that Heinz has recognised those complaints and taken some form of action (whether or not the action was right is a different matter, but 200 complaints about an advertisement deserves attention).
Thirdly, Heinz products in the UK are often aimed at families (baked beans, tinned spaghetti, baby food, etc) and given that it was primarily parents who voiced concerns Heinz has every right to pull the advert if they feel that is the appropriate decision in appealing to/appeasing their target audience.
The problem that ought to be addressed is the reaction that the British public had to the advert. Heinz pulling the advert is a symptom of a wider problem, but not a proponent of it. Boycotting Heinz products will achieve nothing and, frankly, the thought is laughable as well as misdirected. Instead, the gay 'community' (if such a thing truly exists) ought to take more positives steps towards integrating into mainstream society.
Jun 29 1:07 AM
tcopper wrote:
I guess the world isn't ready for gay people to have children and a family life. Well, 200 people aren't.
Jun 26 5:16 PM
genqb wrote:
am i missing something? that commercial was funny! the fact that heinz pulled it after a mere 200 complaints is absolutely pathetic.
Jun 26 2:55 PM
tryingtolive wrote:
If I hadn't had read the article before watching the video I may not have gotten the gist of the commercial, about how it's suppose to promote Heinz mayonnaise and not a goodbye kiss from a male couple. I think that everything was in its place, but the actual product could have been spotlighted a little more.
Jun 26 1:38 PM
driver72 wrote:
OH MY GOD. I can't believe I signed that contract. The add needs to be redone!
The tag line at the end of the commercial needs to be, "It's like having a personal butcher in your kitchen."
Then the joke makes sense. I don't think Heinz meant for this to be such a personal insult, but they had a good premise for advertising. It just needs a better tagline.
What could have been great and very funny just ended up pissing off a lot of people.
Jun 26 12:50 PM
RandyMan wrote:
Me like! ;)
Yeah, narrow minds are a penny a dozen and usually are connected to the loudest mouths as limited intellect and comprehension go hand-in-hand with the expellation of hot air. Translation? Ignorant people are usually the first to open and last to close their mouths! :D
Jun 26 6:56 AM
WideReceiverNet wrote:
Sounds like someone had too much time on their hands. 200 people had nothing to do but make negative comments on a sweet little commercial while how many people starve to death, suffer in bondage (from sweatshop to sexhouse), and are stricken with everything from disease to injury?
Really with all the true evils in the world, this is what they worry about the most - a simple ad with loving couple and family? Truly christians are not happy unless all of humanity is suffering to the fullest.
Jun 26 6:43 AM
CrazyKid wrote:
I'm gay, I'm all for people accepting gays, WE as a human race have a ways to go.
But it was overly gay, to the point that it looked like a gay advocacy campaign (a same-sex couple having kids and the whole family thing). I didn't even realize it was a mayonnaise commercial until the ending. Maybe my humor dial is off.
It was cute, but I'm not going to get up in arms about a not-so-great condiment commercial.
Jun 26 4:50 AM
blondnga wrote:
They had 200 complaints and they pulled it? how pathetic. It is a mildly charming commercial that is barely gay. It is so sad that multinational corporations would bend to the narrow minded ignorance of so few. Progressive attitudes should reign.
Jun 26 2:35 AM
ajw18 wrote:
I don't think that the commercial was actually really gay at all. It was obviously a metaphor that people are reading too much into. My straight friends and I found it really charming. It was very much aligned with the wholesome brand image it is based off.
Jun 26 2:04 AM
GeorgyBoy wrote:
I think that there are worst things that may harm kids like drugs and war! I don't think that a couple having a life with their kids will harm anybody. Sorry this is not a ketchup campaign because I would change it to: "Ketch up with the latest, it is not a gay issue... it is Heinz Ketchup! Taste it... Live it!" Ha, ha, ha, ha :oD.
Jun 26 12:53 AM
KansasColt09 wrote:
I think it's a really sweet, endearing view of what gay men are and can be- closed minds are always frustrating, but I'm so glad that they even made the commercial in the first place. I say put it back up and suck it;)
Jun 26 12:35 AM
Tony21 wrote:
Give me concrete evidence... statistics... you know, the data you guys always utilize to prove a point... THAT young children are getting mentally damaged by ads focusing on homo-recognition. Jeeze
Jun 26 12:06 AM
runner16 wrote:
Shame on YOU HEINZ! 200 people, come on!
Great job to the Ad company who put it together.
Jun 25 11:15 PM
rhino81 wrote:
Hilarious and cute. People who find this offensive need their own padded cells.
Jun 25 9:30 PM
Trocks797 wrote:
HUNTS--HERE I COME!
Jun 25 9:16 PM
hazeleyesinla wrote:
Great commercial, too bad some peoples comfort zones are smaller than their minds.
Jun 25 9:15 PM
pcsean28 wrote:
I think this ad is really funny, and has nothing to do with homosexuality (beyond a little shock value).
What's sad is that it only took 200 complaints from some humorless wackos who shouldn't be watching tv in the first place to pull it off the air. It's a great ad that makes its message clear but the minute sliver of risk they took showing two men kissing turned into some disgruntled mumblings and according to "Hollywood" that's too big a risk.
Some people make the argument, for instance, that tv news quality (at least in the US) is so horrendous because "it's what people want to watch", somehow arguing that producers/execs constantly have their finger on the consumers' pulse and are ready to change programming as soon as "we" ask for it. As someone who has worked in television I know that this is bullshit... aside from a few cable networks (namely HBO) Hollywood is totally reactionary. This story just proves it. An ad that is probably entertaining to most viewers and would probably sell plenty of mayonnaise (who isn't craving a sandwich right now??) is nixed because it has a hint of progressiveness.
Boring...
Jun 25 9:01 PM
YakkoSF wrote:
It's too bad. The commercial was adorable & very touching. If anything, a reminder to both gay and straight families to "be there" for your kids and remember the "little things" like love. Sad to see Heinz caving in like that.
Jun 25 9:00 PM
jakebenson wrote:
That's it. Every time I see some pussy breeders locking lips I'm going to call into the station 200 times and complain how it's an act against God.
Jun 25 8:48 PM
Joshuaaron wrote:
QUICK all the gays get out of the UK! soon they will give you all a mandatory free vacation to a nice camp on the out skirts of town...
Jun 25 8:38 PM
Sedative wrote:
Start signing comrades! :)
Jun 25 7:27 PM