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Heinz pulls British ad with same-sex smooch

25.06.2008 03:05 Arts - Source: cbc.ca

Many British viewers found an ad for Heinz Deli Mayo that showed two men kissing too saucy for primetime television.

Heinz Co. pulled the ad after the running it for less than a week after Britain's Advertising Standards Authority received more than 200 complaints.

Complainants said the ad was "offensive" and that it is "inappropriate to see two men kissing." Others said that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers.

The ad shows two children getting ready for school as their father gets ready for work.

They walk into the kitchen and another man, dressed as a deli cook, is preparing sandwiches for them. The children address this man as "mum."

The father kisses the "mum" as he leaves for work and says, "See you tonight love."

The "mum," who has a New York accent, then sends the father off with the words: "Love you. Straight home from work, sweet cheeks."

Heinz spokesman Nigel Dickie said the ad was withdrawn because of "consumer feedback" and apologized for offending anyone.

British gay rights group Stonewall has urged consumers to boycott the company over its decision to pull the ad. It issued a statement saying the ad was "innocuous."

Although the ad did not run in the U.S., Fox News host Bill Reilly had something to say about it.

"I just want mayonnaise. I don't want guys kissing," he said Friday on his show, The O'Reilly Factor.

Under British rules, the ad could not run during children's programming because mayonnaise is considered a high-fat product that should not be promoted to children.

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