Monday, April 29, 2013

Is this NZ beer billboard the right way to welcome equal marriage?

Now that New Zealand has equal marriage, this ad brings up the question of whether the advertiser is taking a cheap shot at same-sex marriage or simply "normalizing" it by including gay people in some rusty old step-parent humour.

According to the brewer:
‘‘Our intention with the current Tui Yeah Right billboard ‘Dad’s new husband seems nice’ was to highlight the common situation or uncertainty experienced when someone’s parent remarries. 
‘‘Given the recent passing of the Same Sex Marriage Bill in Parliament, this ‘Yeah Right’ line is a topical spin at the age-old situation of a parent's new partner.’’
Tui's Facebook page is hosting an impassioned discussion of the ad's intentions, including the (regrettably) inevitable homophobic comments.

Adfreak's David Kiefaber concludes, "I don't think Tui meant any actual harm here, but the delivery was crap. If you have to explain a joke, that's proof that it bombed. That's not something you can blame on the audience."

1 comment:

  1. I really enjoyed this post. You describe this topic very well. I really enjoy reading your blog and I will definitely bookmark it! Keep up the interesting posts!

    Lone Mountain Truck Leasing