A complaint over a lesbian kiss which was featured briefly in a recent Kellogs ad has been shutdown by the Australian ad watch dog.
The ad in question, named “Own It”, was for Kellog’s Special K brand and featured a range of women of all different shapes, sizes and stages of life. This included a female same-sex couple who were featured briefly kissing.
You can watch the ad if you haven’t seen it in the Youtube video below.
The complaint over this ad insisted that this brief kiss had somehow scarred the complainants son “for life”. Here is the complaint in full: “The add [sic] was ruined where it showed two women kissing. Why it did one can only wonder perhaps it was trying to support a particular agenda (eg desensitising the public) however regardless, that physical act doesn’t have anything to do with a breakfast cereal product that anyone in our society might choose to purchase and enjoy.”
“The ad should consider the well being of the younger generations of children and families as well as everyone else.I object to the kiss. Must we have the lesbian message shoved in our faces all the time. My 7 year old boy doesn’t need that happening in his lounge room. The ad was shown during family viewing time and included two women kissing as a couple in an attempt to normalise this behaviour.”
Kellog responded to the complaint, saying: “Kellogg acknowledges that there may be some members of the public that will be offended by a scene depicting two women kissing. We respectfully submit that whilst some individuals may be offended, the advertisement does not depict the scene in a way that vilifies a person or section of the community, including on account of religion or sexual preference.”
“A scene briefly portraying two women kissing, in the context of an advertisement that celebrates the reality of female diversity, cannot be regarded as discriminating against or vilifying consumers with religious or other beliefs in a manner contrary to the AANA Code.”
And to top it off, the complaint was officially dismissed by the Advertising Standards Bureau in Australia: “The Board noted the complainants’ concerns over the depiction of two women kissing one another. The Board noted that this scene is very brief and considered that the overall tone of the advertisement is of women behaving confidently and there is no undue focus on this particular scene, which is very fleeting.”
“The Board acknowledged that some members of the community might be uncomfortable with images of women kissing women, but considered that all the depictions of kissing in the advertisement are very brief and are not shown to lead to any further intimacy. Consistent with previous determinations against similar complaints concerning men kissing and of women kissing (…), the Board considered that in this instance a brief depiction of a woman kissing a woman was not sexualised and in the context of depictions of confident women and loving relationships this scene was not gratuitous or inappropriate.”
Given how many times we have seen that hate is something taught to children by adults, I highly doubt her son was “scarred for life”, unless the complainant has been pouring poison into his ears. But, at least both Kellog and the ASB were sensible on this one.