The radio station said that Heinz's decision to pull the ad, after more than 200 complaints to the Advertising Standards Authority, had caused uproar at the station.
Gaydar Radio has posted the ad free of charge on its sister website GaydarNation.com to ensure it gets continued exposure.
The ad, created by Abbott Mead Vickers BBDO, shows a family going about their morning routine with the twist that the mother making the sandwiches is replaced by a New York deli chef to get across the authentic nature of the product.
The chef reminds the father to give him a kiss before he leaves for work and the pair kiss as if the chef were his wife.
The station said that listeners have been emailing in their protests via the Gaydar chatrooms. One listener said: "I am appalled that a company such as Heinz should bow down to such homophobic behaviour. I am incensed by their attitude and such a small number of complaints by comparison."
Some chatroom users have also posted the phone number of Heinz's director of corporate affairs and are encouraging people to call him to protest.
Simon Le Vans, a Gaydar Radio presenter who is leading the boycott campaign, said: "This is gutless to say the least and extremely homophobic. Some viewers who complained said that they didn't want to have to explain to their children why two men were kissing.
"Aside from the fact that they could have explained the 'joke' within the premise of the commercial to their children they plainly felt it inappropriate that their children might ask about homosexuality in general."
According to its own research, the station claims a weekly audience of 340,000, although it does not subscribe to official audience figures from industry measurement body Rajar.
Comments
E K - 25/06/2008
Who knows, Heinz probably wanted to gain a bit of publicity - which indeed it was quite successful!
Oh dear. Surly there are more important battles to fight.
Personally I think the ad is relatively harmless, although I don't actually like watching men kiss each other, I can see why it is there.
I can't see why taking it off air is in anyway having a pop at gay people.
You're a dick Walter. 'I don't actually like watching men kiss'. I don't actually like looking at your ugly homophobic face on my computer screen.
Why's that homophobic Ben - I don't like watching men kissing either but I don't have a problem with homosexuality. I don't like Marmite either but I don't have a problem with other people eating it, it's a question of personal preference!
Calm down Ben – you’re jumping to big conclusions here I’m certainly not homophobic thank very much. I merely pointed out that I don’t find that section of the film attractive to me, is that wrong? I don’t think it should be taken off air. But I also don’t think that taking it off air is actually insulting.
E K - 25/06/2008
Surely there are more battles to fight; but, what do you think whether they fight this one well and or strategically at all?
It was the fact that parents "felt uncomfortable" about explaining to their children why one bloke is kissing the other bloke on the cheek. So it wasn't the ad being gay related it was the viewing public insinuating that the ads was about homosexuals. I doubt homosexuality went through the minds of the creatives when they thought it up.
The viewing public has made this into a homosexual issue not Heinz. They have just reacted badly (in my opinion) to some peoples opinions who don't understand the context of the kiss.
People assuming its about homosexuality (when it isn't) + Brand Panicking and rash reactions = Equality backlash and a PR mess.
I have to say when I saw the advert, I appricated the humour of the ad and did not for one second think of the content as offensive, I think that the advert itself demostrates AMV DDBO lateral thinking and link between the product and the message they were trying to convey. I just believe that there are always a distinct few which are willing to spoil things for the rest of us!
Because of an issue with our firewall at work, I have only just seen this, so came to the ad AFTER reading much of the editorial, and reading the comments. Having now just seen the ad for the first time (it hasn't been shown on Polish TV), I have to say I think it is hilarious, and it is a great shame that it has been withdrawn. It's a great piece of comic theatre, well acted, and about as sexual as pork pie.
Rachel's comment about the wrongful assumption of homosexuality by a few members of the public seems very apposite to me, but the question I would ask is - how many complaints does it normally take from the public before Heinz pulls an ad? It's difficult to criticise this as any sort of 'phobic' until we know that. Can anyone help with this figure?
I think the ad's fury of comments here just represent actually how well it has done for HJ. Having a product boycott is a bit er 'gay' isn't it?
*runs
It's a lovely ad. And only 200 people – out of the thousands that have seen it – complained. So f*uck 'em.
From a mere marketing perspective this ad works, as it definiitely gained lots of attention for this kissing fuss. Historically adverting has always shown the progress of the society where we live in, and in this sense this ad works because it depicts a new family context with a very traditional product.
My point is if this ad had to be taken off air what about all those Martini, D&G, Armani, Axe etc etc ads that have always played on a much more shouted sexual ambiguity?!
Bigots will always be there because, as my grandmother used to say: the mother of the stupids is always pregnant! Bless!!
i doubt this was a publicity tactic by heinz. anything that can be seen as homophobic is probably too contentious for anyone to think would make a good stunt, just look at the reactions here. it's interesting how personal the debate has become and how it's provoked a reaction in a lot of people regardless of their sexuality or stance.
i do think it could harm the heinz brand. marketing is about communication and building relationships - and in any other circumstance if someone i knew behaved spinelessly and unable to defend their actions, i'd probably distance myself from them too. they would have done sooo much better to openly admit to the complaints but to say, you know what, we're gonna keep it on air. in fact they may even get a cheer or two.
Isn't this to do with ASA and the nutters that hassle them? Heinz just wants to flog beanz - it's what they do
I think the advert was a disgrace. An uncomfortable theme that most people would not invite into their home, or expose to their children, un-invited. It was a poor piece of advertising that was ill-concieved, poorly-executed and distasteful. No-one wants their kids to see that sort of thing.
Gays. Big problem. I mean all the wars they cause and fights on the streets during boozy nights, creating bedlam at football matches and blowing themsleves up in public places. Do these parents not complain when any form or war, violence, sexism or Christina Aguilera's Dirrty video on SMTV.... probably not.
Gays are part of life, they have been around as long as their counterparts so why are you denying them their right to be in the world which they are entitled too.... but the weird thing is, they weren't gay in the advert, so why is there mention of gays!!?? Silly people, eveywhere.
Comments
E K - 25/06/2008
Who knows, Heinz probably wanted to gain a bit of publicity - which indeed it was quite successful!
WALTER DENNY - 25/06/2008
Oh dear. Surly there are more important battles to fight. Personally I think the ad is relatively harmless, although I don't actually like watching men kiss each other, I can see why it is there. I can't see why taking it off air is in anyway having a pop at gay people.
Ben Harrison - 25/06/2008
You're a dick Walter. 'I don't actually like watching men kiss'. I don't actually like looking at your ugly homophobic face on my computer screen.
David Corlett - 25/06/2008
Why's that homophobic Ben - I don't like watching men kissing either but I don't have a problem with homosexuality. I don't like Marmite either but I don't have a problem with other people eating it, it's a question of personal preference!
WALTER DENNY - 25/06/2008
Calm down Ben – you’re jumping to big conclusions here I’m certainly not homophobic thank very much. I merely pointed out that I don’t find that section of the film attractive to me, is that wrong? I don’t think it should be taken off air. But I also don’t think that taking it off air is actually insulting.
E K - 25/06/2008
Surely there are more battles to fight; but, what do you think whether they fight this one well and or strategically at all?
RACHEL DUTTON - 25/06/2008
It was the fact that parents "felt uncomfortable" about explaining to their children why one bloke is kissing the other bloke on the cheek. So it wasn't the ad being gay related it was the viewing public insinuating that the ads was about homosexuals. I doubt homosexuality went through the minds of the creatives when they thought it up.
RACHEL DUTTON - 25/06/2008
The viewing public has made this into a homosexual issue not Heinz. They have just reacted badly (in my opinion) to some peoples opinions who don't understand the context of the kiss. People assuming its about homosexuality (when it isn't) + Brand Panicking and rash reactions = Equality backlash and a PR mess.
Leon Robbins - 25/06/2008
I have to say when I saw the advert, I appricated the humour of the ad and did not for one second think of the content as offensive, I think that the advert itself demostrates AMV DDBO lateral thinking and link between the product and the message they were trying to convey. I just believe that there are always a distinct few which are willing to spoil things for the rest of us!
Mark Shepherd - 26/06/2008
Because of an issue with our firewall at work, I have only just seen this, so came to the ad AFTER reading much of the editorial, and reading the comments. Having now just seen the ad for the first time (it hasn't been shown on Polish TV), I have to say I think it is hilarious, and it is a great shame that it has been withdrawn. It's a great piece of comic theatre, well acted, and about as sexual as pork pie. Rachel's comment about the wrongful assumption of homosexuality by a few members of the public seems very apposite to me, but the question I would ask is - how many complaints does it normally take from the public before Heinz pulls an ad? It's difficult to criticise this as any sort of 'phobic' until we know that. Can anyone help with this figure?
Awalla Fa'Shagba - 26/06/2008
I think the ad's fury of comments here just represent actually how well it has done for HJ. Having a product boycott is a bit er 'gay' isn't it? *runs
Richard Hayter - 26/06/2008
It's a lovely ad. And only 200 people – out of the thousands that have seen it – complained. So f*uck 'em.
N Bencivenga - 26/06/2008
From a mere marketing perspective this ad works, as it definiitely gained lots of attention for this kissing fuss. Historically adverting has always shown the progress of the society where we live in, and in this sense this ad works because it depicts a new family context with a very traditional product. My point is if this ad had to be taken off air what about all those Martini, D&G, Armani, Axe etc etc ads that have always played on a much more shouted sexual ambiguity?! Bigots will always be there because, as my grandmother used to say: the mother of the stupids is always pregnant! Bless!!
alex parr - 26/06/2008
i doubt this was a publicity tactic by heinz. anything that can be seen as homophobic is probably too contentious for anyone to think would make a good stunt, just look at the reactions here. it's interesting how personal the debate has become and how it's provoked a reaction in a lot of people regardless of their sexuality or stance. i do think it could harm the heinz brand. marketing is about communication and building relationships - and in any other circumstance if someone i knew behaved spinelessly and unable to defend their actions, i'd probably distance myself from them too. they would have done sooo much better to openly admit to the complaints but to say, you know what, we're gonna keep it on air. in fact they may even get a cheer or two.
Will Callaghan - 26/06/2008
Isn't this to do with ASA and the nutters that hassle them? Heinz just wants to flog beanz - it's what they do
roy marks - 26/06/2008
I think the advert was a disgrace. An uncomfortable theme that most people would not invite into their home, or expose to their children, un-invited. It was a poor piece of advertising that was ill-concieved, poorly-executed and distasteful. No-one wants their kids to see that sort of thing.
Susan Billinge - 26/06/2008
Are you serious??
Ben Blair - 26/06/2008
Gays. Big problem. I mean all the wars they cause and fights on the streets during boozy nights, creating bedlam at football matches and blowing themsleves up in public places. Do these parents not complain when any form or war, violence, sexism or Christina Aguilera's Dirrty video on SMTV.... probably not. Gays are part of life, they have been around as long as their counterparts so why are you denying them their right to be in the world which they are entitled too.... but the weird thing is, they weren't gay in the advert, so why is there mention of gays!!?? Silly people, eveywhere.