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Company: Iglo Group
    View Company Scorecard / Contact Company
Brand: Findus
Ad Title: Salti Findus con coming out
Business Category: Packaged Foods
Media Outlets: Television
Country: Italy
Region: Europe
Agency: Ammirati Puris Lintas
Year: 2014
Target: Gays & Mainstream


Same-Sex Couples/Families

Family Acceptance

Theme Breakdown

AdRespect Score: 
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Luca hosts a meal for his mother at home with his flatmate, Gianni. After impressing her with his (microwave frozen food) cooking skills, he reveals: “Mom, there is another little surprise: Gianni isn’t only my flatmate, he’s my boyfriend."

“My darling, I already got that,” she replies and then touches his hand.

Fabrizio Marrazzo, Italy’s Gay Center association’s spokesman, was quoted in Il Messaggero as saying, “It should set an example for how Italian companies should communicate.

“The advert clearly demonstrates the simplicity of a gay couple’s daily life, and acceptance of them in an intelligent way. We applaud Findus and call on all companies, big and small, to do the same. We’re still waiting for Barilla to give us a sign in that respect.”

Juris Lavrikovs, the communications manager of ILGA, Europe’s International Lesbian, Gay, Bisexual, Trans & Intersex Association, said, “It’s a positive step forward when different types of families are portrayed in ads, as they resonate with parts of society that are usually marginalized.”


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