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Heinz mayo ad too saucy for some viewers
Mark Sweney (The Guardian, 23/6/2008)
The ad watchdog has received almost 200 complaints about a Heinz mayonnaise TV campaign featuring two men sharing a kiss.
With 175 complaints to the Advertising Standards Authority so far, the Heinz Deli Mayo TV ad is already on track to be one of the most complained-about ads of the year.
Some complainants said the ad was "offensive" and that it is "inappropriate to see two men kissing".
Other complaints include that the ad was "unsuitable to be seen by children" and that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers.
Heinz's ad opens with a family on a normal morning routine with a young boy and girl getting ready for school and their father preparing for the office.
The young boy and girl go to the kitchen to get their sandwiches, which are being prepared by a man with a New York accent, dressed in a deli serving outfit, who they refer to as "mum".
When their father goes to get his sandwich he says to mum in the kitchen: "See you tonight love."
However, mum barks back "Hey, ain't you forgetting something?", at which point the two men share a kiss. Mum then sends the father off with the words: "Love you. Straight home from work, sweet cheeks."
The Heinz TV ad carries an "ex-kids" restriction, meaning it cannot be shown in or around children's programming, because Heinz Deli Mayo falls foul of Ofcom's TV ad restrictions relating to products that are high in fat, salt and sugar.
.Heinz mayo ad too saucy for some viewers
Mark Sweney (The Guardian, 23/6/2008)
The ad watchdog has received almost 200 complaints about a Heinz mayonnaise TV campaign featuring two men sharing a kiss.
With 175 complaints to the Advertising Standards Authority so far, the Heinz Deli Mayo TV ad is already on track to be one of the most complained-about ads of the year.
Some complainants said the ad was "offensive" and that it is "inappropriate to see two men kissing".
Other complaints include that the ad was "unsuitable to be seen by children" and that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers.
Heinz's ad opens with a family on a normal morning routine with a young boy and girl getting ready for school and their father preparing for the office.
The young boy and girl go to the kitchen to get their sandwiches, which are being prepared by a man with a New York accent, dressed in a deli serving outfit, who they refer to as "mum".
When their father goes to get his sandwich he says to mum in the kitchen: "See you tonight love."
However, mum barks back "Hey, ain't you forgetting something?", at which point the two men share a kiss. Mum then sends the father off with the words: "Love you. Straight home from work, sweet cheeks."
The Heinz TV ad carries an "ex-kids" restriction, meaning it cannot be shown in or around children's programming, because Heinz Deli Mayo falls foul of Ofcom's TV ad restrictions relating to products that are high in fat, salt and sugar.
Δείτε τη διαφήμιση της Heinz πιέζοντας εδώ:
http://www.guardian.co.uk/media/video/2008/jun/16/advertising
3 σχόλια:
Αντιγράφω σχόλια από το gay.com για τη διαφήμιση που μάλλον έχει παρεξηγηθεί εκατέρωθεν:
-Really? You think that's a gay commercial?
I think you need a class in media criticism, dude, cause that's a sexist, homophobic commercial attempting to play on the "joke" that it's a guy doing "things only girls do", like make lunch for their families and beg for kisses from the real breadwinner/power in the household.
-Υou're only half-right.
It's not a "gay" commercial, but it's not homophobic either. The man in the kitchen is a New York deli counter worker, which is why his accent is different from everybody else's. The idea is that the flavor of this mayo is so authentic that anyone can make a sandwich just like one found in a New York deli.
The man in the kitchen is simply symbolizing the flavor, and by standing in place for the mother, implying that the flavor has been brought into your home. The role of New York deli counter worker is actually considered to be traditionally masculine, so his making a sandwich is not feminizing in the slightest.
Στην πραγματικότητα πρόκειται για δυο διαφημίσεις:
Μια που βλέπεις με κλειστό τον ήχο και δεν έχεις καμία αμφιβολία για το νόημά της
και μιαν άλλη, με ανοιχτό τον ήχο, που δεν ξέρεις πώς να την αξιολογήσεις: ανατρεπτική, ομοφυλοφοβική, ετεροκανονική ή απλώς άτυχη;
Οι διαμαρτυρίες όμως για το "difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers" αναμφιβόλως εδράζονται σε φοβικό υπόστρωμα
Φοβική ξεφοβική το γεγονός ότι συζητήθηκε τόσο την κάνει να θεωρείται πετυχημένη.
Αποστολή (των διαφημιστών) εξετελέσθη…
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