The kiss in the ad

A mayonnaise ad by Heinz that shows two men kissing has been withdrawn from television after 200 viewers complained that they found it offensive.

In response to viewer criticism, less than a week into it’s five week run, Heinz pulled the advertisement which features the New York Deli Mayo.

Viewers told the Advertising Standards Authority (ASA) that the ad was inappropriate and unsuitable for children to see. The ASA has not yet decided whether to launch an investigation.

Heinz apologised for any offence caused, stating that the ad was meant to be taken humorously. 

"It is our policy to listen to consumers. We recognise that some consumers raised concerns over the content of the ad and this prompted our decision to withdraw it," said Nigel Dickie, director of corporate affairs for Heinz UK.

The ad is set in a family kitchen, where, instead of an apron-clad mother, a muscly New York chef is preparing the kids' packed lunches.

The children address him as "Mum" as he hands over their rolls, but when their dad goes to leave for work, the chef calls him back, hands on hips and demands: "Ain't ya forgettin' something?" The father smiles, and plants a peck-kiss on the side of his mouth. "Love ya! Straight home from work, sweet cheeks," the chef calls after him.

AMV BBDO, the advertising agency which made the ad, explained that viewers were meant to "taste as if you have your own New York deli man in your kitchen".

It is understood that the commercial was not shown during children's television programming, because of new rules from Ofcom that restrict ads for products high in fat, salt and sugar.

Naturally this action has caused much controversy in the media and around public circles as arguments form for and against the pulling of the ad. See for yourself below and comment on your opinion!

Tags: gay