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Frozen Food Company Produces Italy's First Gay-Inclusive Advertisement: VIDEO

FindusAd

Frozen food company Findus has produced what is being touted as the first gay-inclusive advertisement in Italy. It is a no-frills ad in which a mother and her son enjoy a "home-cooked" meal prepared by the son's boyfriend (in an odd decision, none of their faces are shown); the son comes out, telling his mother about their relationship, and she reacts beautifully.

Time reports:

The ad comes nine months after the chairman of Italian pasta maker Barilla came under fire for saying that he would never use a gay family in his ads. The company eventually announced a “more inclusive” initiative to “establish a more active, global leadership on diversity,” including hiring a “chief diversity officer.”

Gay activists in Europe praised the video for showcasing the simplicity and the daily life of a gay couple. “It’s a positive step forward when different types of families are portrayed in ads, as they resonate with parts of society that are usually marginalized,” said Juris Lavrikovs, the communications manager of ILGA, Europe’s International Lesbian, Gay, Bisexual, Trans & Intersex Association.

Way to go, Findus! 

Check out the wonderful ad, AFTER THE JUMP...

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Comments

  1. I Love this! Xo's

    Posted by: AnthonyR | Jun 11, 2014 1:55:45 PM


  2. I Love this! Xo's

    Posted by: AnthonyR | Jun 11, 2014 1:55:45 PM


  3. Very cute but don't ALL mother's know???

    Posted by: Cary Chauvet | Jun 11, 2014 2:00:53 PM


  4. If that brand was available here I would make it a point to buy it.

    Posted by: Alex Parrish | Jun 11, 2014 2:08:54 PM


  5. ALL mothers know but they don't always react like this one does.

    Posted by: David | Jun 11, 2014 2:26:11 PM


  6. Many, many months ago Barilla's CEO said he was going to do this. He lied.

    Posted by: Martin | Jun 11, 2014 2:39:22 PM


  7. They're not showing faces. It's psychological -- "we need to remain hidden, in the shadows". The gay men's faces in this commercial need to come OUT, into the light and into the camera range. We cannot hide like this.

    Posted by: will | Jun 11, 2014 2:55:43 PM


  8. I totally agree with Will... This is still a closeted commercial. oy.

    Posted by: Dr. C | Jun 11, 2014 2:58:36 PM


  9. Drama queens. The commercial is about the food. Hence the focus on, you know, the FOOD!

    Posted by: Hrm | Jun 11, 2014 3:05:23 PM


  10. So, basically, the ad links the mother's embrace of her son's sexuality to her embrace of a microwaved frozen Italian dinner as real food. I'm not liking the subtext here.

    Posted by: Profe Sancho Panza | Jun 11, 2014 3:13:32 PM


  11. So, basically, the ad links the mother's embrace of her son's sexuality to her embrace of a microwaved frozen Italian dinner as real food. I'm not liking the subtext here.

    Posted by: Profe Sancho Panza | Jun 11, 2014 3:13:32 PM


  12. The ad doesn't show the faces because the same company - Findus- realized others different ads in which no actor show his or her face. It's not the fear of portraying a gay character.

    In addition, as an Italian, I can say that it's not the first gay-inclusive ad. I remeber this one of IKEA (2012): https://www.youtube.com/watch?v=yqnr4QkSVsc

    Posted by: Andrea | Jun 11, 2014 3:21:04 PM


  13. The ad doesn't show the faces because the same company - Findus- realized others different ads in which no actor show his or her face. It's not the fear of portraying a gay character.

    In addition, as an Italian, I can say that it's not the first gay-inclusive ad. I remeber this one of IKEA (2012): https://www.youtube.com/watch?v=yqnr4QkSVsc

    Posted by: Andrea | Jun 11, 2014 3:21:05 PM


  14. It MIGHT be as simple as by not showing faces they are hoping that the VIEWER will say to themselves "Oh, that is like so and so" that they know. Casting the actors different each time that they see it. Sooner or later they may say this is my friend or this is my brother.

    Posted by: Mike | Jun 11, 2014 3:33:46 PM


  15. It is too bad that microwaves eliminate all enzymes and most nutrients out of foods.

    Posted by: Jay | Jun 11, 2014 4:56:17 PM


  16. Really Jay? And what do you base that upon?

    Posted by: Mike | Jun 11, 2014 5:04:34 PM


  17. I'm not like "love me love my microwave". Just wanted to make certain that that was not something that you heard from Lottaa Crack down at the local health food store hawking some magic diet powders. Just ONCE I would like to walk in a health food store and see someone there that even LOOKED halfway healthy.

    Posted by: Mike | Jun 11, 2014 5:21:58 PM


  18. Nice but why hide the faces! Yes I know they are selling the food which gets the loving close up...

    Posted by: jarago | Jun 11, 2014 5:42:43 PM


  19. Think I will take the New York Times and others word for now over Lotta Crack.The straight guys do say she's VERY friendly. (Hmm. So much for straight guys.)

    "The Claim: Microwave Ovens Kill Nutrients in Food

    THE FACTS They are a staple in kitchens everywhere, but for about as long as microwave ovens have been around, people have suspected that the radiation they emit can destroy nutrients in food and vegetables.

    According to most studies, however, the reality is quite the opposite. Every cooking method can destroy vitamins and other nutrients in food. The factors that determine the extent are how long the food is cooked, how much liquid is used and the cooking temperature.

    Since microwave ovens often use less heat than conventional methods and involve shorter cooking times, they generally have the least destructive effects. The most heat-sensitive nutrients are water-soluble vitamins, like folic acid and vitamins B and C, which are common in vegetables."


    http://www.nytimes.com/2006/10/17/health/17real.html?_r=5&%E2%80%9D%20target=&

    Posted by: Mike | Jun 11, 2014 6:56:01 PM


  20. @MIKE Science! Enzymes are destroyed at temperatures of 118F and thereafter nutrients are degraded.

    Posted by: Jay | Jun 11, 2014 8:57:00 PM


  21. @Jay REALITY! You believe what you want.
    Enjoy grazing on nothing but fruits and berries. Unrefrigerated of course because of the damage to enzymes and nutrients.

    And I WILL do as I want. Yea!

    Posted by: Mike | Jun 12, 2014 1:15:20 AM


  22. Right Jay, and cooking liberates a lot of nutrients in food and is considered to be one of the most civilization enabling technological revolutions.

    Mike, you are of course entirely right, but using the word "radiation" makes the scientifically less knowledgeable t who believe those other myths think of nuclear reactors and cancer etc.

    Radiation is like radio waves and sunlight and all kinds of energy that, well, radiates. Microwaves use waves in the radio spectrum, specifically in the radar range. In fact, the name of early microwave ovens: Radar Range. The idea came from soldiers standing in front of the dish to get warm.

    Posted by: emjayay | Jun 12, 2014 1:48:29 AM


  23. It's excellent and I want to try those products!

    Posted by: BrokebackBob | Jun 12, 2014 3:09:27 AM


  24. Yes, yes, very good and all. But the older I get the more jaded I become, and it just feels like a terribly cynical way for a big ass company to sell stuff to more people. And while it *is* progress, we should probably put it in context and remember that should crazed right-wing bigots become the next must-have market to conquer, we wouldn't be seeing any of this. Most companies are very fickle.

    Posted by: Boz | Jun 12, 2014 4:09:32 AM


  25. @MIKE Yes! Checkout the 80/10/10 diet. By the way freezing foods actually retains more nutrients in foods, so freeze away.

    Posted by: Jay | Jun 12, 2014 9:15:57 AM


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