Last year, Maytag did a brisk business in warm fuzzies with its much-discussed Pride campaign, which featured the blandly handsome Maytag Man holding up a tasty-looking rainbow cake; a nod to the bakery ballyhoo clogging up headlines at the time.
Proud to be in any home. Happy #Pride Month. pic.twitter.com/LVUwjejob8
— The Maytag Man (@TheMaytagMan) June 1, 2015
Well, a few days ago, the brand unveiled its latest Pride campaign, which finds the ever-dependable repairman clutching a bunch of colorful groceries: orange soda, yellow mustard, green watermelon — okay they didn’t exactly go out on a limb, and you get the gist:
Dependable, powerful and stocked full of #pride. #HappyPride pic.twitter.com/gYkoFCSpYv
— The Maytag Man (@TheMaytagMan) June 2, 2016
Certainly the new campaign is earning a fair heap of praise on social media:
@TheMaytagMan always thought he was hot! Perfect!
— Corey Andrew (@COREYANDREW) June 3, 2016
@TheMaytagMan This caught my attention and made me smile. I bet my subconscious will remember the next time I buy appliances. Thanks.
— Tim (@Timintakoma) June 3, 2016ndrew (@COREYANDREW) June 3, 2016
Dependable, powerful and stocked full of #pride. #HappyPride pic.twitter.com/gYkoFCSpYv
— The Maytag Man (@TheMaytagMan) June 2, 2016
@TheMaytagMan might have worded that better but my gay friends appreciate the support
— J Ervin Russell (@JErvinRussell1) June 2, 2016
@TheMaytagMan maytag is gay this is a Good Day
— real minako arisato (@magatsula) June 2, 2016
But it’s also earning comments — alternately confused, pearl-clutching, or blackly evil — that we’ll nickname “Internet”:
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.
@TheMaytagMan this makes no sense.
— Steve Delfino (@SteveDelfino) June 3, 2016
@TheMaytagMan https://t.co/cbFZtCwVt6
— MAX IM A KOOPA (@meakoopa) June 2, 2016
@TheMaytagMan Because I’ve always wondered your co.’s stance on LGBT issues ?? /sarcasm
— PCgamerCPT (@PCgamerLT) June 3, 2016
@TheMaytagMan disgusting. Never using your company again
— Brian (@ShowMeBrian) June 2, 2016
@TheMaytagMan SODOMY IS SIN GOD ALMIGHTY SAY SO HOMOSEXUAL ACT SIN GAY PEOPLE LICK POOPOO OUT OF MEN ASS THAT IS SIN REPENT HOMOSEXUALS!!!!!
— g$ (@killa_gan) June 2, 2016
@TheMaytagMan Stop making lgbt identities saleable product shit man machine seller
— real subtle (@realsubtle) June 2, 2016
And then there’s at least one comment keepin’ it real with memes:
@realsubtle @TheMaytagMan pic.twitter.com/Ia3ctr3NOX
— ((Andrew S.)) (@shoutingboy) June 2, 2016
Violent Rainbow
First of all it makes no damn sense whatsoever and second of all isn’t that the guy from Eureka?
Prinny
Is that Colin Ferguson?
ShowMeGuy
I’m not sure how it does NOT make sense to people. Also blatantly obvious a head nod and a silent “wassup” to LGBTIQFA Pride Month.
Brian
It looks like the equivalent of black-face. It reduces male homosexual desire to a set of wavelengths, one for each primary color. It’s de-humanizing to say the least.
Oli1023
@Brian: Lol I see the professional queerty troll strikes again. Learn about the history of blackface and the Pride flag before you flame you miserable hater.
Mykaels
How does this not make sense? What are the colors of the rainbow flag, what is their order. What are the colors of the items he is holding, what is their order?
midknightryder13
@Brian: Seriously? If you are going to troll, at least put some effort into it.
Sluggo2007
Blandly handsome? I think he’s a fox!
onthemark
Maytag’s ads for many years were about how the Maytag repairman was lonely because he had almost nothing to do (because Maytags were so dependable and trouble-free). Well it looks like he found something to do with all that spare time – practice gay sex?