Official complaints about TV

[faceless]

Heinz advert set to become most complained of the year
By Paul Revoir
24th June 2008

A mayonnaise advert showing two men kissing has been withdrawn after it led to more than 200 complaints. Heinz confirmed last night that it had withdrawn the television commercial for its Deli Mayo following 'consumer feedback'.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

[SpursFan1902]

It always amazes me when the people who don't get the joke are the first to complain. It sounds like it was a clever advert...what morons.

[pirtybirdy]

Sounds like a stupid commercial to me. Was it supposed to be funny? lol Anyhow, I can see why parents would be annoyed. I don't know if I'd go as far as going through the trouble and complain, but I can certainly understand why other people did. I think a lot of companies feel that the whole world should think like they do because they know best, which to me is quite arrogant IMO. Anyway, that's my two cents...lol

[nekokate]

I also don't get the advert. I don't see what the point was.

[faceless]

It's a pretty average advert, but suddenly I feel like a sandwich with flavoured mayo - weird!

Fact is though, all the people who complained have given Heinz a large amount of free publicity - therefore the advert is technically very good because it will be seen by a much larger audience, and through choice rather than accident.

'Just don't look' as Lisa Simpson once said...

[shillax]

I was expecting two blokes snogging with tongues and all judging by the complaints. But this wasn't anything to do with overt gayness, or gayness at all. If two blokes WERE snogging I'd be unhappy about it too. But it wasn't. Actually rather a good advert, and funny too.

Probably a lot of the people who complained were parents who didn't want their children seeing two men 'kissing'. After school though, they'll turn on children's tv and no doubt see some lisping, camp, highly effeminate man sashaying across the floor while introducing their favourite cbbc show.

[Aja]

I Thought it was quite funny ..... and want to know where i can get the Mayo

[eefanincan]

I can't see the advert here at work, but, as a general rule, I think, just change the channel if you don't like what you saw. Last time I checked, it wasn't against the law for two blokes to be shown kissing.

[SpursFan1902]

[luke]

jon gaunt was ranting about this advert on his radio show this morning i'm not going to watch the advert though ... i'm already a mayonnaise addict without adding flavored mayonnaises! does sound interesting though ... * stomach grumbles *