First Gay-Friendly Television Ad Airs in Italy
June 10, 2014 by Hayley Miller, Digital Media Associate
The frozen food company Findus has created what TIME reports to be the first gay-friendly ad in Italy.
The ad, which does not show faces, features a mother and her son, Luca, who are discussing the microwaved pasta cooked by Gianni, Luca’s roommate and boyfriend. “Mom, there is another small surprise … Gianni isn’t just my roommate, he’s my boyfriend!” Luca announces.
This ad comes almost a year after Barilla Chairman Guido Barilla said that he would never use a same-sex couple in an advertisement while appearing on an Italian radio show. He responded that he believes LGBT-headed households do not reflect a “classic family where the woman plays a fundamental role.” The comment made headlines and prompted several boycotts.
Following its chairman’s comment, Barilla established a Diversity & Inclusion Board in order to establish goals and strategies for improving diversity and equality in the company’s workplace, in addition to participating in the Human Rights Campaign’s Corporate Equality Index.
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