An announcer says that McCormick Grill Mates make your grilling "irresistible," as a man is shown grilling in his backyard with guests. "In fact, Grill Mates will grab you a slew of compliments like..." and a man says "Mmmmm," and a girl in pigtails says "He's really outdone himself this time."
The announcer then asks, "But how will you really know they're not just being polite?" At that point, a tall, masculine guest goes over to the cook and plants a big, squeeky kiss right on his lips. The announcer adds, "Oh, you'll know."
The cook looks a little bewildered but not unhappy or grossed out. There's even a momentary hint of a smile.
This ad only aired for the month of May for Memorial Day and disappeared. It's ad agency wouldn't talk about it, despite a neutral handling of the material. The kiss has no negative homo implications and presents a step forward, even if few saw it.
The ad reappeared in 2001 but with the kiss edited out and replaced by tears from the happy eater.
Why did the kiss go? "There was some viewer reaction," says Mack Barrett, McCormick's spokesman. "We like to think we're sensitive to our audience."