Heinz advert set to become most complained of the year
By Paul Revoir
24th June 2008[/align]
A mayonnaise advert showing two men kissing has been withdrawn after it led to more than 200 complaints. Heinz confirmed last night that it had withdrawn the television commercial for its Deli Mayo following 'consumer feedback'. The ad was launched a week ago yesterday and had been due to run for five weeks. Heinz said it was no longer aired after last Friday.
Nigel Dickie, of Heinz UK, said: '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. The advertisement, part of a short-run campaign, was intended to be humorous and we apologise to anyone who felt offended.'
The advertising watchdog has yet to confirm if it will investigate the Heinz commercial, one of the most complained about commercials this year. Viewers said it was 'offensive', 'inappropriate' and 'unsuitable to be seen by children', while some parents were angry that they had been forced to explain same-sex relationships to their youngsters who asked them about the ad.
The commercial shows a family scene with a young boy and girl getting ready to go to school. They refer to a man making sandwiches in the kitchen as 'mum'. He is dressed like a delicatessen worker and has a New York accent. Their father enters the kitchen, grabs a sandwich and says to the man: 'See you tonight, love'. The 'mum' then shouts back 'Hey, ain't you forgetting something', before the two men kiss. 'Mum' then tells him: 'Love you. Straight home from work sweetcheeks.'
It finishes with the slogan: 'Heinz Deli Mayo – Mayo with a New York Deli flavour.'
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Reading the 7 comments on the Daily Mail page, this one was my favourite for its pure idiocy.
"I certainly won't be buying any more Heinz products." - Miriam, Barcelona, 23/6/2008 18:39
