Here’s the ad. You might notice that it’s extremely empowering and has a very clear and very necessary message about health and body positivity. You might also notice that, for a very brief second toward the end of the spot, there’s some lady-kissing. You tell us which part is more important:
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According to Pink News, one mom found this so awfully, horribly offensive that she wrote to Australia’s Advertising Standards Bureau (ASB) and asked them to remove the ad from the air:
The ad should consider the well-being of the younger generations of children and families as well as everyone else.
I object to the kiss. Must we have the lesbian message shoved in our faces all the time. My 7-year-old boy doesn’t need that happening in his lounge room.
The ad was shown during family viewing time and included two women kissing as a couple in an attempt to normalize this behavior.
Here’s what ASB said in response. It roughly translates to “lol no”:
The board considered that in this instance a brief depiction of a woman kissing a woman was not sexualised and in the context of depictions of confident women and loving relationships this scene was not gratuitous or inappropriate.
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Kellogg’s followed up, too:
We respectfully submit that whilst some individuals may be offended, the advertisement does not depict the scene in a way that vilifies a person or section of the community, including on account of religion or sexual preference.
A scene briefly portraying two women kissing, in the context of an advertisement that celebrates the reality of female diversity, cannot be regarded as discriminating against or vilifying consumers with religious or other beliefs in a manner contrary to the AANA Code.
It’s disheartening (to say the least) that people like this still exist in the world — I mean, what parent can honestly say that an image of happy and wholesome lesbians kissing ruins a three-minute long celebration of body positivity to the point where it should be taken off the airwaves?
There are some truly awful ads that get on air, so it’s sad to see that this one is this mom’s biggest worry.
The good news is that in this one, the big guns are on our side — when you have corporations and standards bureaus fighting for the okay-ness of diversity and inclusivity, you know you’re in a better place than you used to be.
Image via Special K Australia/YouTube