Heinz: Making Mayonnaise a Little Bit Gayer

Part of the problem with representation of LBGT individuals in
commercials, TV shows, and movies, is that too often homosexuality
or gender identity is seen as the defining feature, even when
that’s not the intention. The fact that people insist on focusing
on queer aspects over all others demonstrates the work that still
needs to be done to break down stereotypes about what a
“normal” family looks like.

Part of the problem is the lack of LGBT representation in general.
Companies don’t want to jeopardize their reputations by stepping
outside of stereotypical norms. Which is why I was so pleased to
see the new commercial for Heinz mayonnaise which just began airing
in Britain. In the commercial, a New York deli man plays the role
of “Mum,” making his kids and husband lunch before they head
off to school and work. The ad ends with a gay kiss and the deli
man shouting after the husband, “Love you! Straight home from
work, sweet cheeks!”

Heinz’s idea, according to The Guardian, is that the product tastes so
good “It’s as if you have your own New York deli man in your

You can watch the advertisement, as well as Bill O’Reilly’s
disappointing response, here.