Heinz Deli Mayo Advertisement: "Mum's" The Word genre: Gaylingual & Uncivil Unions

The following video is a new advertisement being run by Heinz in the UK. The ad, designed to promote it's Deli Mayo, is delivered with a different take on a typical morning in most homes...where mom is preparing school lunches for the children and dad is getting ready for work.

From The Guardian:

Heinz is set to challenge some viewer expectations with a light-hearted TV campaign that features two men sharing a kiss.

The TV commercial, which promotes a new range of dressing called Heinz Deli Mayo, breaks tonight and will be supported by a press campaign.

AMV BBDO said that the concept behind the campaign is that the product tastes so good "It's as if you have your own New York deli man in your kitchen".

The twist in this ad is that "mum" is actually a man...one that looks like an employee from a New York deli, complete with the appropriate accent. Despite the gender bending, everything plays out as expected...the kids interact with mum while she readies their lunches and dad gives mum a goodbye kiss as he heads off to work. I think the subtlety is effective and charming.

As an aside, imagine it is still 2004 and think about what the GOP would have to say about this ad and the fact that John Kerry's wife is none other than Theresa Heinz Kerry.

Tagged as: Gay, Heinz, Humor, LGBT, Tolerance

Daniel DiRito | June 18, 2008 | 9:52 AM
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Comments

1 On June 25, 2008 at 10:26 AM, niia wrote —

they have censored it, let them hear us! write an email to pressoffice@uk.hjheinz.com with copy to butlerc@amvbbdo.com, Ted.Smyth@us.hjheinz.com, Nigel.Dickie@uk.hjheinz.com and Consumer.Contact@uk.hjheinz.com

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!

Thought Theater at Blogged

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