Main | Wednesday, June 18, 2008

The Heinz Deli Mayo "Mum"

Wow, this is cute. From the Guardian UK:
Heinz is set to challenge some viewer expectations with a light-hearted TV campaign that features two men sharing a kiss. The TV commercial, which promotes a new range of dressing called Heinz Deli Mayo, breaks tonight and will be supported by a press campaign. Heinz' new ad opens with a family on a normal morning routine with a young boy and girl getting ready for school and their father preparing for the office.

The young boy and girl go to the kitchen to get their sandwiches, which are being prepared by a man with a New York accent dressed in a deli serving outfit who they refer to as "mum". When their father goes to get his sandwich he says to mum in the kitchen "See you tonight love". However, mum barks back "Hey, ain't you forgetting something?", at which point the two men share a kiss. Mum then sends the father off with the words: "Love you. Straight home from work, sweet cheeks."

The TV ad is the first by Heinz's new ad agency AMV BBDO since it won the £10m a year UK business last year. AMV BBDO said that the concept behind the campaign is that the product tastes so good "It's as if you have your own New York deli man in your kitchen". The TV campaign will run for five weeks and be supported by press ads of the deli chef and the strapline "Give your BLT a little NYC".
Congrats to Heinz and BBDO for a clever, respectful, humorous take on gay families (depending on how you read the ad). And the kiss is really very sweet.

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