Heinz Ad is a Kiss Too far

26 June 2008

LONDON: More than 200 television viewers complained to UK watchdog, the Advertising Standards Authority, about a commercial for a HJ Heinz mayonnaise brand that featured two men sharing a kiss.

The ad – shown below – which was the creation of AMV BBDO, has now been pulled and the iconic sauces giant has apologised for any offence caused.

Said company spokesman Nigel Dickie: "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 Heinz Deli Mayo commercial showed a kitchen scene involving two children, a father and a male deli cook with a New York accent, whom the children addressed as "Mum". At the end of the ad, the cook kisses the father as he leaves for work.

The apparent furore over the film and its subsequent withdrawal has outraged gay activists, who are urging a boycott of the manufacturer's products.

Data sourced from The Times Online (UK); additional content by WARC staff