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Just last week you found us relaying the current status of the advertising industry’s treatment of the gay community: For just about every step forward in representing the gay community positively (though Carson Kressley‘s cameos are debatable), there seems to be a step backward. Queerty reader Michael spotted one of those recidivating spots – which we also came across and record for you, above – from Campbell Soup-owned Pace Salsa, and had this to say:
So, have you seen the new commercial for Pace salsa? In brief, there are some cowboys sitting around a porch while a few others are brushing down their horses. You see one setting hair clips and breaking out a blow dryer. The others on the porch then start talking about how that’s one of those from New York City (that old line, again?) yes, New York City. Flash back to the NY Cowboy as he’s dying and setting his horse’s mane. But then, THEN, they end with “that
just ain’t right.”DID BROKEBACK TEACH THEM NOTHING?!
I hope my tongue in cheek is coming through, but to be honest, this was about as offensive as the “silly little fairy” commercial. The implicit message is that this guy is gay, and gay is bad. Oh, and eat our salsa.
Looking to voice your displeasure with the ad? You can contact Pace here.
Contact Pace Foods [Official Site]
Related: Gay Advertising: One Step Forward, One Step Back
How about we take this to the next level?
Our newsletter is like a refreshing cocktail (or mocktail) of LGBTQ+ entertainment and pop culture, served up with a side of eye-candy.
Clint
I saw the ad a number of times but found nothing offensive about it. Are you assuming the cowboy is gay because he is styling the horse’s mane? If so, isn’t that just another stereotype regaring gay men?
James
do you queens ever stop complaining? its hard to find something wrong with that ad.
Dominic P. Lucarelli
I just saw the homophobic Pace salsa commercial, which is not only offensive to the gay community but also to New York City. Did Pace ever stop to consider that NYC has a greater Hispanic population than Texas, and probably has a greater appreciation of good salsa than the redneck yahoos in the southwest? Great marketing strategy, Pace! How much do they pay the person who thought that commercial up?.I will NEVER buy another Pace or Campbells product. They are not the only company that makes soup and salsa.
Anonymous
Ahhh…the good old “Lavender Cowboy” routine. Sorry people, but a feminized cowboy proclaimed as “just not right” is a slam to the gay male community. Close your eyes if you want, but it still won’t go away.
Kenneth
With a different script, it could have been funny, but you’re right, the message is offensive.
Oh and one other thing: I totally disagree with you about Carson Kressley’s appearance in ads being debatably positive for gays. I think he is a great role model. He is who he is. Yes, he’s a big sissy, but so what?
Unlike in the Pace ad, Carson’s gayness is celebrated in ads that he appears in. That *is* a step forward.
David Hauslaib, Queerty
Kenneth – The “debatable” part was in reference to this comment in the earlier entry about gays in advertising.
Queer Beacon
I thought the ad was awful. Very bad for us gays, more so than the silly little fairy ad.
And I don’t think the ad should offend New Yorkers. Do you have a problem with all New Yorkers being gay? You shouldn’t.
Mark
Here’s the note I sent to “Pace” salsa via their webpage:
“Your “gay cowboy” t.v. commercial is horrendously offensive.
Perhaps you should follow it with a commercial featuring black people craving watermelon salsa for their fried chicken during a dice game.
Please discontinue this ad immediately. “
JT
Clint: Agreed. Unless people are stereotyping themselves and assuming everyone that does hair is gay, there is nothing offensive to find, unless you’re a new yorker.
Dominic: Not sure where you are getting your information, because Texas has twice the hispanic population of the entire state of NY.
Stenar
I didn’t find the Pace commercial especially offensive. Not nearly as offensive as the assumption that because the cowboy was doing his horse’s hair he must be gay.
http://www.BitchRepublic.net/
jim
here’s a list of Cambell’s product line;
Campbell’s® Chunkyâ„¢ soups
Campbell’s® Condensed soups
Campbell’s® Kids soups
Campbell’s® Healthy Request® soups
Campbell’s® Microwavable Soups
Campbell’s® Selectâ„¢ soup
Campbell’sâ„¢ Gravies
Campbell’sâ„¢ SpaghettiOs® pasta
Campbell’s Supper Bakes® Meal Kits
Campbell’s® tomato juice
Pace® Sauces
Pepperidge Farm®
Pepperidge Farm® Distinctive Cookies
Pepperidge Farm® Goldfish® Crackers
Pepperidge Farm® Puff Pastry
Pepperidge Farm® Whole Grains
Prego® Pasta Sauces
Swanson® broth
V8® beverages
Campbell Away From Home
Campbell’s Seeds
go to Campbells.com & voice your opinion!
Matty
I found neither commercial offensive. And the ‘silly little fairy’ commercial is downright hilarious – after all, look what happens to the guy who said it! Also, Pace has been using the ‘just not right’ tag line for decades – I’ve never felt it to be derogatory.
Sounds like somebody just has a NEED to feel like a victim…
jim
The “n” word, boy and so many other racist words were used in a derogatory manner for DECADES. It took DECADES to remove them from our vocabulary. The tag line(s) “just not right” or “silly little fairy” used to insinuate gay as silly, not right or anything less than what heterosexuals are worth to any company marketing their products. The inuendos, the use of the word ‘gay’ meaning something that is lame or stupid or just the out right bigotry shown homosexuals will not be tolerated. Otherwise we’re just perpetuating the myth that homosexuals are worth less than heterosexuals in society. Voicing your opinion to such companies, legistaors and churches, while withholding the gay dollar from them, will slowly enact change but it may take DECADES.
here’s Campbells response to my email:
Mr. Jim +++, we received your message and appreciate your taking the time
to contact Campbell Soup Company about our advertising. It is very
helpful to hear what consumers like you have to say – good or bad – about
the way we promote our product.
Our advertising is developed to generate awareness and interest in our
products in a truthful and responsible manner. We take pride in our
reasonably priced, high quality products and believe that our advertising
program has played a key role in communicating this value to consumers.
At Campbell, our number one priority is to delight our consumers. We
appreciate your feedback. I will share your comments with my advertising
team so that they too may benefit from your insight.
Thank you again for your comments. Please contact our Consumer Response
Center or visit our website if we can be of further assistance.
Thank you for visiting the Pace website.
Pace Web Team
cab
hott
Even if it’s not offensive to gays, it is offensive to feminized men; and even though I don’t want to sound offensive myself now, I think it’s safe to say that there are more gay than heterosexual(excluding cross-dressers, as they are kind of in the same camp as gays when it comes to being accepted) men that act “feminine”.
Joe
To Dominic (No.3post), a quick check-in with the US Census Bureau would show that NY does NOT have a greater Hispanic population than Texas, for what it’s worth…
LuLu
This ad is so NOT offensive.
First of all, why are some of you folks here perpetuating the stereotype that all hairdressers are gay?
The cowboy who is grooming his horse with a blow dryer and curlers is not acting in any campy or sissy-ish manner.
He’s just doing what cowboys do with their horses. Except that he’s styling his horse the way city folk would do it. THAT”S the gag.
Same way that salsa from the city just ain’t right. The best salsa comes from the Southwest, where authentic cowboys live. Pace is made in Texas. They’re using NYC as a sharp contrast to Texas.
There is no activity from this cowboy that could imply his sexual preference.
I will continue to buy Pace. It’s darn good stuff.
Jonathan
All of the other ads in this recent campaign have used the slogan “just not right.” It is not an attack on New York City, homosexuality or even being effeminate. Just that someone from New York wouldn’t know how to ride a horse (another commercial), brand cattle (yet another one), or make a good salsa. Not any different than someone from Texas not knowing how to make Buffalo wings (they don’t). If you want to stop buying Campbell’s products thats fine. I’d appreciate if there was a stop to the Texas and cowboy bashing though. Pace may be bottled in Texas but the company is headquartered in New Jersey. The company that developed the comercial is Young and Rubicam based in New York City. When you are ready to try real salsa, learn something about western culture, and enjoy the tolerance and friendliness of Bandera Texas (cowboy capital of the world) feel free to come stay at our many ranches.
P.S. If it looks like chunky spaghetti sauce, that’s not salsa.
Jonathan of Buffalo New York and Bandera Texas.
-Jonathan