Homophobic Ad Compares Coming Out To Being Shot In The Heart (UPDATED)

Flora is a Unilever brand of margarine.


The copy reads:
HEADLINE: (in the bullet) UHH DAD I’M GAY
COPY: You need a strong heart today.

Flora is a Unilever brand of margarine sold in the UK, Czech Republic, Ireland, Finland, Sweden, Spain, Poland, Hungary, Portugal, South Africa, Hong Kong, Singapore, New Zealand and Australia.

This ad is via South Africa.

Not the smartest strategy for a 2013 ad.
Unless homophobia just flies over the heads of South Africans, like a bullet.
Note the pink background.

A second ad from the new campaign, referencing the Kama Sutra, is below.
The agency/client are apparently trying to do some “edgy” ads not normally seen in the category.

I’ve contacted Flora seeking a comment.
I will update if/when they respond.

Ad agency: Lowe + Partners Johannesburg.

UPDATE: 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.”


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