A significant ice cream firm is being criticized for a brand new advert that compares the “guilty pleasure” of having fun with one in all its candy treats to a homosexual man being arrested for exhibiting affection to his boyfriend.
Magnum ice cream, owned by Unilever, just lately launched an business on Spotify within the UK that incorporates a voiceover by a person going through discrimination in his homeland.
“A hug for my boyfriend—that’s my guilty pleasure,” says the unnamed narrator, who speaks English with an indeterminate accent. “Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.”
A Magnum spokesman stated the Dutch-British firm wished “to remind people that what is considered a guilty pleasure isn’t always what you would expect.”
The advert was poorly obtained by some, with one Twitter person calling it “disgusting, racist and homophobic.”
“@MagnumIceCream your advert comparing the potential to be killed if you’re gay to the guilty pleasure of eating a Magnum is disgusting, racist and homophobic,” tweeted one follower. “Please withdraw it immediately.”
“I know most of y’all probs have Spotify premium so don’t hear the ads, but really unsure about the Magnum ad that’s talking about homosexuality being a ‘guilty pleasure’ in countries where homosexuality is illegal,” wrote one other. “Like, thanks for the awareness but also, like, not okay.”
Another chimed in, “Why the f–k is Magnum running an advert about being queer in a homophobic country being fucking comparable to a chocolate ice cream?”
Homosexuality is illegitimate in no less than 70 international locations, with penalties starting from imprisonment to the demise penalty.
Magnum has engaged in outreach to the LGBT neighborhood prior to now with higher outcomes: In 2015, the corporate launched a sequence of movies that includes gender-nonconforming folks as a part of its #BeTruetoYourPleasure marketing campaign.
And in June 2017, Magnum launched a particular Pride Month ice cream bar, with a portion of proceeds going to GLAAD.
In 2016, Richard Hammond, co-host of Amazon Prime’s The Grand Tour, provoked a media backlash by suggesting that consuming ice cream implied a person was homosexual. During a dialogue a couple of automobile’s leather-based inside, co-host Jeremy Clarkson lamented the sunshine coloration would not permit the driving force to “enjoy a chocolate Magnum ice cream
“It’s all right, I don’t eat ice cream,” Hammon replied. “It’s something to do with being straight.”
As his cohosts regarded on flummoxed, Hammond defined, “There’s nothing mistaken with it, however a grown man consuming an ice cream—it is that method, reasonably than that method.”