arabtoday
Last Updated : GMT 13:54:10
Arab Today, arab today
Arab Today, arab today

Pasta maker fights boycott call over anti-gay remarks

Arab Today, arab today

Arab Today, arab today Pasta maker fights boycott call over anti-gay remarks

Rome - AFP

Pasta maker Barilla fought boycott calls on Friday after its CEO said he would never feature gay couples in commercials, prompting renewed calls for 1950s-style Italian television ads to get with the times. The leading pasta company in Italy and a major exporter worldwide with a turnover last year of 3.9 billion euros ($5.3 billion), Barilla has taken to social media to say sorry following a major backlash. \"While we can\'t undo recent remarks, we can apologize. To all our friends, family, employees and partners that we have hurt or offended, we are deeply sorry,\" the family-owned company said on its US Facebook page. One commenter responded: \"I\'m Italian, I\'m gay, I\'m married legally to a man, I have three adopted children. I had Barilla pasta for dinner last night. Today, tomorrow and forever more I will choose another brand of pasta. Good bye Barilla! You lose!\" The scandal began with a radio interview by chief executive Guido Barilla on Wednesday in which he said that their target customers were \"a classic family\". \"We have a slightly different culture. For us the concept of a canonical family remains one of the fundamental values of the business,\" he said. Asked if he would ever consider including a gay couple in one of his television commercials, he said: \"We would not do it because ours is a traditional family\". \"If (gay people) like our pasta and our communication, they can eat it. If they do not like it, if they do not like what we say, they can eat a different one.\" The comments provoked scorn and derision on social media, with many critics playing on the company\'s slogan: \"Where there is Barilla, there is a home\". One spoof commercial seen on Twitter read: \"Where there is Barilla, there is homophobia\". Another said: \"Where there is my home, there is no Barilla\". Guido Barilla stressed that he was personally not homophobic and was in favour of gay marriage but he made a distinction with what the company was willing to include in its television commercials. The comments threw a spotlight on an Italian adland inhabited by smiling housewives, large broods of children and husbands whose only role in the kitchen appears to be to taste the food and sit down to eat, which critics say is now hopelessly outdated. \"We have to overcome stereotypes,\" Italy\'s speaker of parliament Laura Boldrini said at a conference earlier in the week before the Barilla scandal exploded. \"I am thinking of certain ads in Italy in which the father and children are sitting at the table while the mother is standing and serving everyone,\" she said. The images no longer reflect Italian realities -- where the number of housewives is decreasing and where a growing number of men are stay-at-home fathers. More and more gay and lesbian couples are also choosing to live together, even though their unions are not officially recognised under Italian law. The days when eager visitors would queue up to see the Mulino Bianco, a white windmill in Tuscany that was chosen as a symbol for a famous brand of biscuits also owned by Barilla, are apparently over. \"The parade of women busying themselves with pots and pans, serving and looking after their husbands and children in ads, do they mirror Italian society?\" asked Annamaria Testa, an advertising expert. \"Are we really sure they sell more?\" she said. Speaking at a conference of the Italian advertising association UPA earlier this year, Testa said that employing stereotypes was \"a dangerous trap\". \"Let\'s finally be truthful!\" she said.

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today pasta maker fights boycott call over antigay remarks Arab Today, arab today pasta maker fights boycott call over antigay remarks

 



Arab Today, arab today
Arab Today, arab today Lots of pink and women in tuxes

GMT 11:38 2017 Monday ,09 January

Lots of pink and women in tuxes
Arab Today, arab today United to operate final 747 flight in 2017

GMT 13:38 2017 Thursday ,12 January

United to operate final 747 flight in 2017
Arab Today, arab today How to be your own home interior designer

GMT 06:32 2017 Monday ,16 January

How to be your own home interior designer
Arab Today, arab today 'No sense' in renegotiating nuclear deal

GMT 07:14 2017 Wednesday ,18 January

'No sense' in renegotiating nuclear deal
Arab Today, arab today Sony entertainment chief leaving

GMT 11:41 2017 Saturday ,14 January

Sony entertainment chief leaving
View News in Arabic :
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today Scientists copy spider silk in lab

GMT 11:43 2017 Wednesday ,11 January

Scientists copy spider silk in lab
Arab Today, arab today Germany's Merkel warns Trump

GMT 14:16 2017 Sunday ,15 January

Germany's Merkel warns Trump
Arab Today, arab today US 'hostility' grows despite nuclear deal

GMT 12:58 2017 Sunday ,15 January

US 'hostility' grows despite nuclear deal
Arab Today, arab today Pluto's unruly moons

GMT 06:31 2015 Thursday ,04 June

Pluto's unruly moons
Arab Today, arab today Detroit braces for Trump tweets

GMT 11:51 2017 Monday ,09 January

Detroit braces for Trump tweets
Arab Today, arab today Hyundai eyes autonomous cars

GMT 11:30 2017 Thursday ,05 January

Hyundai eyes autonomous cars
Arab Today, arab today Revenge of the female horror filmmaker

GMT 14:27 2017 Friday ,13 January

Revenge of the female horror filmmaker
Arab Today, arab today Europe urged to expand pesticide ban

GMT 15:43 2017 Friday ,13 January

Europe urged to expand pesticide ban

GMT 12:05 2017 Thursday ,12 January

Legend lives on Down Under

GMT 10:10 2017 Wednesday ,11 January

Five women to watch

GMT 14:52 2016 Thursday ,01 December

Adidas Originals ‘reinterpreted’

GMT 13:10 2017 Thursday ,12 January

Bee placed on endangered list after US habitat loss

GMT 13:24 2016 Friday ,30 December

For Decorating a Fireplace Mantel

GMT 13:46 2017 Tuesday ,03 January

Mouthwash may cure 'the clap'

GMT 21:22 2017 Tuesday ,03 January

Dubai receives 105, 326 passengers

GMT 13:12 2015 Saturday ,09 May

Sheikh Sultan opens Sharjah Centre

GMT 04:15 2016 Thursday ,30 June

World's largest uncut diamond fails
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabtoday arabtoday arabtoday
arabtoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabtoday, Arabtoday, Arabtoday