Heinz Deli Mayo Ad leads to complaints
I quite like this ad (from AMV BBDO), it takes something that could be pretty boring and turns it around, it’s slightly unexpected, despite the fact that in the UK, same-sex civil partnerships have been legal for a few years. But apparently it’s leading to plenty of complaints about it being inappropriate from people who would be uncomfortable discussing the situation with their children. There’s been no ruling from the ASA yet, nor any indication they are going to investigate. It’s really upset TV Scoop whilst the Telegraph has a more considered view.
So what do you think? Is this perfectly acceptable or a step too far?
Update: they’ve pulled the ad. Read the comments on this Guardian post or this Daily Mail post (the Daily Mail being one of the papers whipping up the storm behind the ad. This comment from Josephine seems to sum up one particular viewpoint - “Oh my goodness. I haven’t seen or heard about this advert, but it is WRONG!” Ok, a reaction based on what ever she has been told, not what she has seen and made up her own mind.
Update 2. 26 June. We now have MPs calling for the ad to be re-instated plus the controversy has now reached the US with the American Family Association (I’m not linking to them, their un-friendly, un-family stance is one I disagree with) weighing in with this statement.
This ad is currently running in England, but no doubt can be expected in the U.S. soon. It is the kind of ad which we can expect to see in California as they prepare to vote on homosexual marriage. Homosexual marriage is illegal in England.
Nice misguided ‘fact’ there that isn’t strictly true.
Anyway, in the UK we now have far more press than Heinz would probably have got if they had not pulled the commercial. According to Heinz itself:
“The mum transforms into a New York deli chef because this sandwich taste is so good,” he says. “It’s like having your own deli chef in the kitchen. It wasn’t intended to be a gay couple, it was intended to be a humorous metaphor for these great-tasting sandwiches.”
That’s an interpretation that commenters here agreed with, but one that I don’t feel was too obvious. Now Heinz have said that “the advert had to be withdrawn because it failed in its message.”
But if I was to be a tad cynical, you could argue that they knew this would happen, that they would get publicity and it’s all part of a bigger plan. If so, shame on them.
Tags: , deli mayo, heinzRelated Stories
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15 opinions for Heinz Deli Mayo Ad leads to complaints
Jean Murray
Jun 23, 2008 at 7:44 pm
It seems to me to be gratuitous. What’s the point of bringing in the same-sex thing, except to generate controversy? I guess this is just another example of “there’s no such thing as bad publicity.”
Jean
Kristen King
Jun 23, 2008 at 8:09 pm
I’m thinking that this is being misconstrued. Seems to me with the fact that the kids are calling the deli man “Mom” and he’s saying very stereotypically “Mom” things, the point is that the mayo is so good that it turns Mom INTO a New York deli guy, not that Mom IS the New York deli guy. I don’t think this is about same-sex relationships at all.
Jennifer Gniadecki
Jun 23, 2008 at 9:04 pm
I have to agree with Kristen. In same-sex marriages I thought the kids called everyone dad. If they wanted to be mom…well…not the point.
When I watched this I thought, too, that the deli-style turns mom into the guy from behind a deli counter in NY.
Becky
Jun 23, 2008 at 9:19 pm
This ad is not portraying a same-sex couple, I don’t think. It would be nice to see all couples normalized in everyday commercials, but I think this one is just saying that the product makes a sandwich as good as if it were from the deli.
If it were portraying a same-sex couple, though, I’d have to disagree with Jean on the issue of gratuity. You’re promoting a bit of a double standard because aren’t heterosexual couples seen kissing on TV all of the time and not considered gratuitous or controversial?
me
Jun 24, 2008 at 6:34 pm
let them hear us! write an email to pressoffice@uk.hjheinz.com
[RC: I removed the personal emails from this; i don’t want to leave those online for spammers. If you really want them, I’ll send them to you!]
subject: Censoring of Heinz Deli Mayo TV ad
dear mr. or mrs. i’m really disappointed, why did you remove the Heinz Deli Mayo TV ad made by BBDO only because a bunch of sick homophobes pressured you to do that? you are endorsing a homophobe agenda and i won’t buy any of your products again until you repair the damage you have done. you have lost one customer, and i’m pretty sure i won’t be the only one. have a nice day xxxxxx
and sign the petition too: http://www.petitiononline.com/heinz/petition.html
we are a lot more than 200 sick homophobes, and they have lost us as customers
francesco
Jun 24, 2008 at 10:37 pm
here is a list of products to boycott in the u.s.
Bagel Bites - Frozen snacks
Black Tie Hors D’oeuvres and Desserts
Boston Market
Classico - Premium sauces
Del Monte
Heinz Organic Ketchup
Heinz 57 Sauce
Heinz Vinegar
Heinz Relish
Heinz Mustard
Jack Daniel’s - Grilling sauce
Lea & Perrins
Mr. Yoshida’s products
Nancy’s
Ore-Ida - Frozen potatoes
Poppers - Jalapeño Poppers, Mozzarella sticks
Smart Ones
T.G.I. Friday’s
UFC ketchups
Wyler’s
Shannon Cherry
Jun 25, 2008 at 10:43 am
I have to agree with Kristen. I didn’t see this as a gay family.
That said, if it is a gay family, so what? Aren’t we supposed to show our kids that families come in 57 + varieties? Diversity, at least to my family, is important!
Rachel
Jun 25, 2008 at 10:55 am
I’m fascinated by that viewpoint, as to me (and obviously all the complainers) it was a gay partnership. Otherwise, you could have done the NY Deli man as a NY deli woman (or don’t they come in that variety?) But it is an interpretation that makes sense.
I’ve read that this has been withdrawn, but nothing official about it, so not sure.
Rachel
Jun 25, 2008 at 10:57 am
OK, update - I should check. They have withdrawn it which is really annoying. I don’t think they should have, given the 200 or so complaints was only a tiny, tiny number of the people watching it. I’m with the guy calling for the petition, how we we ‘un-complain’
http://www.guardian.co.uk/media/2008/jun/24/asa.advertising
nia
Jun 25, 2008 at 4:08 pm
BOICOTT HEINZ!!
James Pursell
Jun 25, 2008 at 5:46 pm
Heinz has offended me by pulling this cute ad. They shall reap a firestorm! All my family, friends, and I are boycotting Heinz products as of now.
See how that stacks up against your 202 bigotted complaints, Mrs. Heinz!
Rachel
Jun 26, 2008 at 2:33 pm
I’ve updated again…the ad is now getting MPs calling for its re-instatement plus the American Family Association getting in on the act.
nia
Jun 28, 2008 at 6:41 pm
rachel, it was the plan from the beginning. BBDO is specialized in viral-marketing, they knew that censoring the ad would attract international attention and that would be a lot of free atvertising. but they damage the LGTB community playing the bigots-are-right game, they are saying that a kiss between two men is not ok and that’s why a lot of people are boycotting heinz now. they wanted free advertising and have now it’s mayonnaise all over the face. nice PR mess, and if they don’t reinsertate the ad and make a statement with their excuses thing’s will get worse. and they deserve that
BOYCOTT HEINZ
Linda Yoshida
Aug 12, 2008 at 5:27 am
The Yoshida Group which manufactures Mr. Yoshida Sauce products for the Heinz corporation was not aware that this ad had be made or was being televised.
Rachel
Aug 12, 2008 at 7:40 am
Linda, why would they? As far as I can see Yoshida is a US company and this was a UK ad.
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