Neil Turner's Blog

Blogging about technology and randomness since 2002

Heinz Mayonnaise Advert

Watch this advert:

If you haven’t watched it, or can’t for any reason, here’s the synopsis:

The advert sees a man making sandwiches for a young boy and girl, who address him as “mum”, while another man prepares for work. Before the second man leaves with the children he shares a kiss with “mum”, who adds: “Love you. Straight home from work, sweet cheeks.”

To me, it’s mildly amusing. But to at least 175 people who made the effort to complain to Ofcom, it’s downright offensive.
Okay, last time I checked this was 2008, where gay-bashing is regarded as a hate crime, discrimination based on sexual orientation is illegal and same-sex couples can have civil partnerships with the same legal rights as a married different-sex couple. We have gay characters in various prime-time TV shows, too. But it looks like even in this country old attitudes die hard.
Oh yeah, and Bill O’Reilly seems to be annoyed by it, but that’s predictable I suppose.
Of course, all the buzz around the advert, negative or otherwise, keeps the product in the limelight, so it’s a nice bit of marketing on the part of Heinz. But I really don’t see what all the fuss is about.

One Comment

  1. let them hear us! write an email to with copy to,, and
    subject: Censoring of Heinz Deli Mayo TV ad
    dear mr. or mrs. i’m really disappointed, why did you remove the Heinz Deli Mayo TV ad made by BBDO only because a bunch of sick homophobes pressured you to do that? you are endorsing a homophobe agenda and i won’t buy any of your products again until you repair the damage you have done. you have lost one customer, and i’m pretty sure i won’t be the only one. have a nice day xxxxxx
    and sign the petition too:
    we are a lot more than 200 sick homophobes, and they have lost us as customers!