'Uh Dad, I'm gay': Unilever distances itself from ‘homophobic’ Flora advert
Commercial seemed to suggest that receiving news that your child is gay was comparable to receiving a bullet to the heart
Anglo-Dutch company Unilever have withdrawn a Flora margarine advert in South Africa after it was condemned as homophobic.
The advert seemed to suggest that receiving the news that your child is gay was comparable to receiving a bullet to the heart. Imposed on a pink background the commercial featured a bullet with the words “Uhh Dad I’m Gay” flying towards a heart made of china.
Lowe and Partners, an advertising agency based in Johannesburg are the company responsible for the design of the advert, though it was Unilever, the firm that owns Flora that was criticized for the advert.
Join Independent Minds
For exclusive articles, events and an advertising-free read for just £5.99 €6.99 $9.99 a month
The company’s twitter feed apologised for the campaign, saying:
“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.”
Sarah Dexter, the Johannesburg managing director of Lowe and Partners, said: "I would like to unreservedly apologise for this campaign and the unintended offence it has regrettably caused".
Stonewall, a UK-based gay rights company who had earlier described the advert as “offensive and innapropriate”, said it was pleased by the company’s decision to withdraw it.
Comments
Share your thoughts and debate the big issues
Please be respectful when making a comment and adhere to our Community Guidelines.
You can find our Community Guidelines in full here.
Please be respectful when making a comment and adhere to our Community Guidelines.
Community Guidelines
You can find our Community Guidelines in full here.
Follow comments
Vote
Report Comment
Subscribe to Independent Minds to debate the big issues
Want to discuss real-world problems, be involved in the most engaging discussions and hear from the journalists? Try Independent Minds free for 14 days.
Already registered? Log inReport Comment
Delete Comment
Subscribe to Independent Minds to debate the big issues
Want to discuss real-world problems, be involved in the most engaging discussions and hear from the journalists? Try Independent Minds free for 14 days.
Already registered? Log inAbout The Independent commenting
Independent Minds Comments can be posted by members of our membership scheme, Independent Minds. It allows our most engaged readers to debate the big issues, share their own experiences, discuss real-world solutions, and more. Our journalists will try to respond by joining the threads when they can to create a true meeting of independent minds. The most insightful comments on all subjects will be published daily in dedicated articles. You can also choose to be emailed when someone replies to your comment.
The existing Open Comments threads will continue to exist for those who do not subscribe to Independent Minds. Due to the sheer scale of this comment community, we are not able to give each post the same level of attention, but we have preserved this area in the interests of open debate. Please continue to respect all commenters and create constructive debates.