Spotify listeners are upset over an ad for Magnum Ice Cream being run on the music platform that compares eating ice cream to gay people being thrown in jail.
The ad features a man with an accent who says he can’t hug his boyfriend for fear of being thrown in prison for ten years or longer.
“A hug for my boyfriend,” he says. “That’s my guilty pleasure!”
Then he adds, “…Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.”
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Not surprisingly, the jarring ad hasn’t been going over so well with listeners…
What the hell?!? There are at least 3 versions of the magnum ice cream ad that does a bit about being gay would get me X years in prison followed by a get a magnum, pleasure should be guilty. That's fucked. pic.twitter.com/T0j6Hbxl4g
— Tia (@Tatty_is_ALIVE) August 4, 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
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
To make matters even more awkward, a spokesperson for Magnum didn’t seem to understand why people were so bothered by it and said the company merely “wanted to remind people that what is considered a guilty pleasure isn’t always what you would expect.”
The London Economic reports:
According to an International Lesbian, Gay, Bisexual, Trans and Intersex Association (ILGA) report on state-sponsored homophobia, seven United Nations member states impose the death penalty on consensual same-sex sexual acts.
A further 70 UN member states criminalize same-sex relations between two consenting adults, the report said.
In 26 countries of those countries, the penalty varies from 10 years in prison to life.
Related: This talk show host refuses to eat ice cream because it’s gay
Cam
I often wonder if sometimes the people that come up with these ads are being paid by a competitor to try to ruin the other company. The level of tone deafness is off the charts.
evanxx
I agree; an ice cream bar company like Magnum should tread carefully considering their product is inferior in every way to others like Haagen Dazs. A Magnum is a tasteless “frozen hockey puck” that’s priced way out of it’s league.
p_scannell
Am I one of the few that did not get offended at all: if anything: THANK YOU, Magnum, for shining a light on our plight instead of making us invisible again…
I really do not know why the protesters think this is something they need to be sensitive about. Probably just a culture difference
Edit: I should remind readers I’m from a Muslim community where corporal punishment is often still allowed for this and I have more than enough experience with the topic and expertise to tell you this is NOT something I will be sensitive about… Learn to listen to people from other cultures before you choose to be offended for us.
Joe Dalmas
You’re not the only one. I didn’t get offended either. In fact, I think it’s great that a company uses their advertising platform to bring attention to social injustice issues. I’m sick of everyone jumping on the “I’m offended” wagon.
SDWEREWOLF
Thank you for writing your comment. I agree wholeheartedly…and if anything, it’s a brilliant piece of advertising. First, it’s getting us talking about their brand name and their product; and secondly, we’re talking about the message and the risks many LGBTQ folks have to live with every day. Thank you, Magnum, for having the courage to embark on such an amazing advertising campaign! Thank you, as well, p_scannell for standing up and showing everyone what’s really happening and why it’s a good thing!
RollingRocker
I agree with both of you !!!
I didn’t find it offensive, just the opposite …
Kudos to “Magnum” for making people more aware of the actual dangers of being gay in this world !!!
okbye
It came out (heh) kind of awkward but I get where they were going. They were trying to be supportive.
I noticed all the quoted offended were female names. Maybe it just hit women wrong.
djhavyk
Dude, I couldn’t agree more. Thank you Magnum for shining a light on something that many straight people have no idea about!
Like others have said here I’m so sick of everyone LOOKING for something to be offended about. Is it just me or does it seem like more often than not people who are the most offended aren’t even members of the target they’re defending?!
Plus, anyone else see the humor in Social Justice Warriors getting up at arms over a social justice message???
Maybe they should stop looking for things to be offended about (which, let’s be honest, are nothing more than words on Twitter and have no REAL impact other than getting more “likes”) and spend that energy on stopping global warming or something tangible and real like that. We desperately need that…even though it probably won’t get them more “likes” online.
KZNBama
No offense here, either. It’s troubling how lots of people need to feel personally offended by ads like these. Nobody gives a hoot about your delicate sensitivities. Get over yourself and save your outrage for something that MATTERS. Damn!
sfmike64
I’m not offended but it’s an exceedingly bizarre comparison. Also pretty glib for a serious subject.
jlogb
Agreed. Just did not take offense to this, just the opposite.
OzJosh
It’s more dumb than offensive. But it is REALLY dumb, and definitely laced with an offensive false equivalency. Those sanctimoniously declaring themselves not to be offended are perhaps over-reacting to the perceived over-reaction – you can be offended by something without being outraged to the max, and there’s nothing wrong with saying so. Frankly, even the use of serious homophobia to sell and ice cream, or the inference that being gay is a guilty pleasure is more than a little off.
dmanhart
Well said young sir.
Brian
You’re missing the point. Criticism doesn’t always mean “outrage” and “taking offense.” More often, criticism is pointing out how something is lacking, how it could’ve been better, and just generally considering things like tact and tone. This is a messy, tactless ad. They’re making money without engaging in the issues they present. I’m not “angry” about this, but I can still see how it’s problematic.
PinkoOfTheGange
This looking for things to b offended by is getting very tiring.
tjack47
I’m not offended, and I see it as publicity for the very fact that one may be imprisoned(or worse) in other places, cultures, etc. We used to praise advertisers for this very kind of thing. I am over 27, so I am an old troll in the gay community, 56 this month. I don’t think it’s simply young people, but some have no clue whose shoulders upon which they are standing. We fought for this sort of publicity. Sincerely, the offense would have to be explained to me, and I wouldn’t understand their logic. It’s illogical.
Fibre
Why would c
jjose712
God, people really need to feel offended all the time.
It’s the obvious over the top comparision, but that’s not homophobic, he is comparing how good it’s the icecream comparing with the freedom of kissing the guy he wants.
It’s even denouncing the lack of freedom in many countries.
KZNBama
Not offended. Thanks, Magnum, for casting a spotlight on the hardship and terror our brothers and sisters around the world continue to live with.
jack512
+1.
Fibre
Tv commercials should rather focus on POSITIVE aspects of gay lives. Why not show gay couples being there for each other when life get ‘s tough, laughing together, having a ball at a party, having a great time at a bbq with their hetero friends, family fun memories etc… The list could go on and on! In other words choose cleverly and “progress” your tv commercials toward the 2020’s.
jack512
I’m a gay man and I don’t see anything wrong with that ad. It was pointing out the injustice of putting gay men in prison. A lot of people should learn to take yes for an answer and stop looking for excuses to be offended.
swamp bubble
Message to Advertisers, Don’t try to make your ads have any political value or meaning because we’re all too sensitive to hear the truth just keep it completely shallow.
scotshot
The stench of RussianTrollBots is thick here. Did a group stop by or is it merely one person using many personas?
Rock-N-RollHS
Just because you disagree with or are offended by comments doesn’t not make them Russian bots. As if Russian bots are attacking this site with a handful of readers.
The ad is tone deaf but no high on list of offensiveness.
PinkoOfTheGange
You know that the one of the ads’ targets is the way the Russians treat gays, right?
boymikefl
I didn’t like it. Comparing eating ice cream to any injustice like caging children, human trafficking or racial profiling. Stick to, “Tastes great!” This is an ice cream ad. Leave the educating to Taylor Swift.
startenout
Not offended at all. Why should you be made to feel any more guilty about loving a man than you would about something as simple as eating ice cream? Great ad that got people talking about the ice cream AND social inequalities.
Bryguyf69
Count me in the majority here who are not offended. I too am appreciative for the reminder that people are punished for same-sex affection. Many forget that there’s a big world out there who don’t share the rights I have here in progressive New York City. This is a clever and subversive reminder.
I’ve never tried their ice cream but I will tonight.
Bryguyf69
When I first read the headline, I thought that this was about Magnum condoms — my preferred brand. The XL size… 😉
djmcgamester
Yeah, that’s what same sex relationships are: a guilty pleasure.
Magnum can say whatever they want but while they seem to think they’re being helpful they’re actually making it seem like being LGBTQ is a choice. While I’m a supporter of free speech I also don’t have to buy their ice cream or accept their language.
Invader7
Magnum ice cream bars suck .And not in a good way. They’re not that good…
BN
Might I suggest that it is entirely possible for one person to find something rude and bigoted, and for another to find the same thing not rude or bigoted, without either one of them being a radical loon? Rudeness and the issue of what is bigoted are both highly subjective, and so I think all the attacks are warrantless.
Personally, although I found the analogy in the ad mildly cringe-worthy, it is worth noting that the company (Magnum Ice Cream) has produced quite a number of LGBTQ ads, all of which, save this one, would probably be deemed wonderful by folks on both sides of the issue on this particular ad.
Seth
Awkward, perhaps, but a necessary topic that needs far greater discussion. So, I tip my hat to them for starting the conversation.