From Times Online
June 24, 2008
A mayonnaise ad that shows two men kissing has been withdrawn from television after 200 viewers complained that it was offensive.
Heinz, which makes the New York Deli Mayo featured in the commercial, pulled the advertisement less than a week into its expected five week run, in response to the criticism.
Viewers told the Advertising Standards Authority (ASA) that the ad was inappropriate and unsuitable for children to see. The ASA has not yet decided whether to launch an investigation.
Heinz apologised for any offence caused. “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,” said Nigel Dickie, director of corporate affairs for Heinz UK.
“The advertisement, part of a short-run campaign, was intended to be humorous and we apologise to anyone who felt offended.”
The ad is set in a family kitchen, where, instead of an apron-clad mum, a brawny New York short-order chef is preparing the kids’ packed lunches.
Viewers see the children address him as “Mum” as he hands over their sandwiches, but when their father starts to leave for work, the chef calls him back and gruffly demands: “Ain’t ya forgettin’ something?” The father smiles, and plants a kiss on the side of his mouth.
“Love ya! Straight home from work, sweet cheeks,” the chef calls after him.
AMV BBDO, the advertising agency which made the ad, said that the idea was that the product “tastes as if you have your own New York deli man in your kitchen”.
It is the first TV commercial that the agency has produced for Heinz since winning the food manufacturer’s £10m-a-year advertising contract earlier this year.
Heinz said that it decided to withdraw the TV commercial last week, and that it was no longer on air as of Friday.
It is understood that the commercial was not shown during children’s television programming, because of new rules from Ofcom that restrict ads for products high in fat, salt and sugar.
