2 September 2013 - 4:27pm | posted by | 5 comments

Flora puts ‘immediate stop’ to advert suggesting that coming out is like bullet to parent's heart

Flora puts ‘immediate stop’ to advert suggesting that coming out is like bullet to parent's heartFlora puts ‘immediate stop’ to advert suggesting that coming out is

A recent ad for Flora, which features a heart about to be shattered by a bullet in the shape of the words ‘dad, I’m gay’, has been pulled by Unilever.

The ad, which is believed to have been created by Lowe and Partners South Africa, has faced a backlash on Twitter, with people calling it homophobic, vile and an abomination.

Flora, owned by Unilever, promotes its margarine as helping consumers maintain a healthy heart, as is again seen in this advert which suggests 'you need a strong heart today'.

A Unilever spokesperson told The Drum: “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.”

Other ads in the series include a bullet reading ‘Kama Sutra page 48’ and ‘President Malema’.

Lowe and Partners has not yet responded to a request to comment.

UPDATED: Lowe and Partners Johannesburg managing director Sarah Dexter said: "I would like to unreservedly apologise for this campaign and the unintended offence it has regrettably caused."


3 Sep 2013 - 10:12
vrref14157's picture

I think it's really good it's about time people faced up to the realities of life and stopped trying to be so PC. Of course its going to upset a father when his son or daughter for that matter tells him he is gay, i can not imagine any parent whooping for joy and saying thank god for that.

3 Sep 2013 - 11:04
scott@traffic's picture

As long as my child was healthy and happy with who they are as a person I really couldn't care less if they announced they were gay. Most parents probably know anyway and I don't imagine it would be the massive shock to them that their child thinks it would be. Its a shit advert as it has next to nothing to do with why anyone would buy margarine. I hope Flora has strong words with the agency responsible as they should really have known better than to put something as poor as this out.

3 Sep 2013 - 12:00

Oh the old "agency produces offensive ad; client disowns ad; agency apologises; everyone gets buckets of free PR" trick

3 Sep 2013 - 13:49
ffdcz62327's picture

We have become a society so sensitive to social commentary that everything offends someone these days. As a gay man I do not find the advert offensive at all, nor do I for one moment feel that it promotes homophobia. Yes, coming out would be a shock to almost any parent and yes, some parents would take it harder than others. Man up, grow a pair, and stop feeling victimized by everything and everyone.

3 Sep 2013 - 15:57
japas20589's picture

@ffdcz62327 Exactly. Thanks for the common sense and fair play. What a lot of tosh. But imagine being among the millions who pretend to be offended by this when you know for certain they'd rather have a hetero son. They've been brainwashed into thinking they can't be honest.


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