First Gay-Friendly Television Ad Airs in Italy
June 10, 2014 by Hayley Miller, Senior 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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