A Kiss From Heinz

Heinz Deli Server Mum : Banned Ad
Agency: AMV BBDO

What is it exactly trying to advertise? - Heinz Deli style Mayo?!
And why exactly was it taken off air? - Apparently it received over 200 complaints in the UK saying that it was offensive and inappropriate, so was removed after just less than a week on air.

The basic idea of the ad is that the mom is really a lady, but in the kids' eyes and her husband, she's a dude working in a New York deli, hence the American accent. The ad was meant to come across as a humorous metaphor for great tasting sandwiches. But it seems like the British public just didn't get it.

AMV BBDO say 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." (http://www.guardian.co.uk/media/2008/jun/24/asa.advertising)

Is the advert too gay? - nowadays gay people can have families in todays modern society too; are people still shocked by this concept? The ads removal could be interpreted that Heinz is ashamed of their commercial and are taking a step backwards. Many might feel that this action shows an unsupportive view of gays hence reflecting a negative light on Heinz as a company.
This also raises the question if we should fully inform children that there are both heterosexual and homosexual alternatives and let them see role models and examples of each in the media?

So are we all just looking a little too deeply into a commercial which is simply taking an alterative approach trying to to be original in order to capture people's attention. It just shows how sensitive todays public market is; however it must be worth taking the risk as the response to such adverts like this one is so unpredictable; and either way seems to generate enough media attention to the brand and the new product.

It is seemed that Heinz have managed to dig itself a hole with regards to the controversial issues surrounding gay rights. Personally I don't have a problem with the ad at all; and see no reason why it shouldn't be on air. However i did find the reaction to it very interesting.

What do you reckon - should it have been left on air?