Apparently the ad you see above for Heinz Deli Mayo has been withdrawn because, according to The Guardian:
viewers complained to the Advertising Standards Authority that it was “offensive” and “inappropriate to see two men kissing”.
In response to the viewers complaints a spokesman for Heinz commented:
It is our policy to listen to consumers. We recognise that some consumers raised concerns over the content of the ad and this prompted our decision to withdraw it
Apparently the reason the man is kissing the American in the chef’s outfit is, according to ad agency AMV BBDO which recently won the Heinz business, because:
the product tastes so good, “It’s as if you have your own New York deli man in your kitchen.”
To be honest, I don’t think that the ad is offensive.
I do however think it’s confusing (it’s not at all obvious why the strange New Yorker is snogging the English guy) and, essentially, the main problem with the ad is that it’s crap. I don’t see why Heinz felt so worried that they felt that they had to take it off air (especially when it wasn’t being broadcast around childrens’ programmes) and think they may have offended as many people with that decision as they did with the original ad (looks like they have).
But at the end of the day, the main result of all this is that there is one less shit ad on the TV, and that can’t be a bad thing.
UPDATE: The ASA have announced that they wouldn’t be investigating the ad as it’s not offensive. There was no word on whether they thought it was crap.