Magnum’s Ad Runs On Thin Ice For Likening Ice Cream To ‘Guilt’ Of Being Gay
By Mikelle Leow, 09 Aug 2019
Video screenshot via Magnum
Magnum Ice Cream’s ad on Spotify has come under fire for likening the experience of indulging in its products to the risk of being imprisoned for engaging in same-sex PDA.
According to the London Economic, the advert centers on a man who feels compelled to hug his boyfriend, but cannot do so in public as same-sex relations are criminalized in his country.
“A hug for my boyfriend,” he says. “That’s my guilty pleasure. Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.”
The comparisons between the “guilty pleasure” of eating ice cream and the fear of being imprisoned have, understandably, drawn ire from Spotify users.
“Just heard an ad… of a guy saying, ‘My guilty pleasure is a kiss. I like kissing men. Kissing men can send me to prison for 14 years in my country. Pleasure should never be guilty. Like Magnum ice cream,’” queer Twitter user Jessica Wynn writes. “NOPE. [It’s] not the same, my dudes.”
Human rights researcher Christa Blackmon remarks, “A foreign-accented man laments how dangerous it is to hug his boyfriend in his country, but he won’t get arrested for eating a Magnum!” She also describes the advert as the “cringiest/funniest gay-baiting ad” she has ever come across.
A spokesperson for Magnum justifies that the ad was created to “remind people that what is considered a guilty pleasure isn’t always what you would expect.” Still, it seems to be a stretch, as nobody has ever been arrested for indulging in ice cream.
An ad for #Magnum ice cream bars just popped up on my #Spotify and it is the cringiest/funniest gay baiting ad ever. A foreign accented man laments how dangerous it is to hug his boyfriend in his country, but he won't get arrested for eating a Magnum! pic.twitter.com/S6WdzW9p51— Christa Blackmon (@TheOdalisque) August 2, 2019
The @MagnumIceCream ad on @Spotify is 😳 Talking about LGBT people hugging/kissing as a guilty pleasure in countries where it is illegal so buy a Magnum? I thought it was an awareness campaign or call to action on LGBT rights. No. Buy the guilty pleasure that is Magnum ice cream pic.twitter.com/8tShXpRgFl— Lara 'Uppity' M (@BlewishAnd) August 5, 2019
Just heard an ad that (in short) was a guy saying "My guilty pleasure is a kiss. I like kissing men. Kissing men can send me to prison for 14 years in my country. Pleasure should never be guilty. Like Magnum ice cream" NOPE. NOT THE SAME MY DUDES.— Jessica Wynn 🏳️🌈 ♊ (@jesswynn93) August 2, 2019
I know most of y'all probs have Spotify premium so don't hear the ads, but really unsure about the Magnum ad that's talking about homosexuality being a "guilty pleasure" in countries where homosexuality is illegal, like thanks for the awareness but also like not okay— Kyle Flynn-Davies (@kflynndavies) August 2, 2019
[via The London Economic, cover image via Magnum]
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