by Herman Manson (@marklives) Agency Lowe + Partners is having a rough couple of months. First its Cape Town agency faced international criticism for using blackface in a TV ad for client Cape Town Fish Market.
Now the Johannesburg agency faces another backlash, this time for what critics suggest is a homophobic ad for Flora margarine. The ad, on a pink background, displays the words ‘Uhh dad, I’m gay’ in the shape of a bullet, heading for a porcelain heart. The tag-line reads “You need a strong heart today”.
Both Buzzfeed (Homophobic Ad Compares Coming Out To Being Shot In The Heart) and the Daily Mail (Margarine firm under fire for homophobic advert that compares a son coming out to a father being shot through the heart) in the UK have deemed the ad homophobic.
The Daily Mail a quotes spokesman for gay rights group Stonewall as saying ‘Many people will clearly find this advert offensive and inappropriate.
The ad is part of series that includes one that reads, again in bullet shape and heading for a heart, ‘Kama Sutra Page 48.’ Another ad that is bound to be controversial reads simply ‘President Malema.’
Meanwhile the ‘Uhh Dad I’m gay’ ad had been removed from Adsoftheworld. It was still up on Bestadsontv.com on Monday afternoon.
Local reaction:
SO Jon Qwelane uses Flora margarine? Homophobic margarine advert under fire http://t.co/aW7m0Q1daq via @MailOnline
It’s unfunny, and insensitive. The parent might well be homophobic, but the ad itself isn’t necessarily so. http://t.co/v7yAlTKjyK 1/2
— Jacques Rousseau (@JacquesR) September 2, 2013
— Pierre de Vos (@pierredevos) September 2, 2013
Need a strong heart? Stay away from #flora. Bad like Russian Vodka! — Eusebius McKaiser (@Eusebius) September 2, 2013
Y’know…if the *Daily Mail* thinks your South African ad is homophobic, Flora, it probably is: http://t.co/UCorDzUVae (h/t @MvelaseP) — Rebecca Davis (@becsplanb) September 2, 2013
More reaction on social media
‘Eat Flora, so you don’t drop dead when your child opens up to you about their sexuality’ http://t.co/PvNWbG49La
— Tom Albrighton (@tomcopy) September 2, 2013
I eat Flora. Or I did. Accusing customers of murdering their fathers is an interesting marketing strategy.
— Lauren G (@geeoharee) September 2, 2013
Better bullet for the flora ad: How about ‘Um Dad, I wanna work in Advertising’ @JonBradfield — Ade Bradley (@adebradley) September 2, 2013
South African advertising strikes again – homophobic #flora ad compares coming out to a heart attack http://t.co/FgxQ1g8I0q #adfail — Zami Majuqwana (@ZamiMagic) September 2, 2013
I saw the flora advert so I threw mine on the floor pic.twitter.com/QHhx0gk0jj
— Lydia (@poundlandqueen) September 2, 2013
I will never ever buy Flora again after seeing the ad equating being gay with a bullet to the heart. I am so angry right now.
— Deb (@nursiedeb) September 2, 2013
Yo @OfficialFloraUK Fuck you and your homophobic butter. http://t.co/0knrUXhWzu
— James Seymour-Lock (@JamesSLock) September 2, 2013
I’m going to sainsburys later, do I have to glitterbomb all the Flora?
— Warren Beckett (@RobotMonsieur) September 2, 2013
Fixed your advert for you, Flora! pic.twitter.com/uMWc4La2Gi
— Scriblit (@Scriblit) September 2, 2013
See Lowe + Partners criticised for ‘homophobic’ Flora ad
See Unilever calls Flora ads ‘offensive and unacceptable’
See Lowe + Partners apologises for ‘homophobic’ Flora ad
MarkLives have requested comment from the agency and will publish it once we receive their feedback.