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Company: Barilla Group
    View Company Scorecard / Contact Company
Brand: Barilla
Ad Title: Gay Neighbor
Business Category: Packaged Foods
Media Outlets: Television
Country: Italy
Region: Europe
Agency: unknown
Year: 2003
Target: Mainstream
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Theme(s)

GLBT Inclusion

GLBT Punchline (laughing with)

Theme Breakdown

AdRespect Score: 
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In 2013, Guido Barilla caused a firestorm when he said in an interview on the Italian radio show La Zanzara, “For us, the sacral family remains one of the company’s core values,” he said. “Our family is a traditional family. If gays like our pasta and our advertising, they will eat our pasta; if they don’t like that, they will eat someone else’s pasta.”

Yet, 10 years earlier, back in 2003, his company produced a commercial with a gay ending that may or may not have aired. The video link here shows the "straight" ending, but our photo includes a link to the alternative ending where the neighbor is joined by his male partner at the end.

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