I Can't Believe It's a Homophobic Butter Ad!
Unilever, the Anglo-Dutch consumer goods company behind brands like Axe, Hellmann's, and Lipton has pulled a Flora margarine ad widely criticized for being offensive and homophobic.
At some point late at night in a boardroom where everyone was either asleep or sexting, here was the misguided ad pitch: "OK, so let's have a heart made of fine china and a bullet made of the words 'Uhh Dad I'm Gay' flying toward it. The tagline is 'You need a strong heart today.' Get it? Because hearing that your son's gay is like getting shot through your heart! Mmm... margarine!"
Believe it or not, the ad was created for a campaign in South Africa, not Russia.
Although Unilever has gotten the brunt of the blame for the ill-advised ad, B&T reports that it was actually created by Lowe and Partners, an ad agency based in Johannesburg.
“I would like to unreservedly apologise for this campaign and the unintended offence it has regrettably caused," Lowe Johannesburg’s managing director Sarah Dexter wrote on Facebook. "We have requested the immediate removal of this work from all media.”
Unilever also tweeted, “This advert was prepared by an external agency in South Africa and was not approved by anyone at Unilever. The advert is offensive and unacceptable and we have put an immediate stop to it. Unilever is proud of the support that our brands have given to LGBT people, including our recent campaign for Ben & Jerry’s on equal marriage.”
Meh. Pass the Parkay, please.