- Prepare to cover your children’s eyes when Barilla commercials come on TV. The company took a short-lived stand for decency when Chairman Guido Barilla said he would not use homosexual parodies of families in advertisements because of the company’s wholesome reputation. But he caved immediately when militant sodomites reacted with rage. Watch Barilla crawl:
Chairman Barilla, the 55-year-old great grandson of the company’s founder, has since held at least eight meetings with gay organizations and activists both in Italy and in the United States, a market where it is counting on for growth outside its crisis-hit home market.The capitulation won’t stop at showcasing overt homosexuals in Barilla advertising.
“Italy is a very insular country, and in cities like Parma it’s even more so,” company spokesman Luca Virginio told Reuters, saying the firm had been shocked by the global backlash.
“The meetings have helped open our eyes and ears to the evolution taking place in the world outside Parma.”
He said the shock could lead to a shift in focus from rosy depictions of traditional Italian family life that have always been the staple of Barilla advertising campaigns.
“We are already working on new advertising concept that will be much more open and much more inclusive,” he said, without elaborating.
The pasta maker plans to introduce an advisory board that includes American gay activist David Mixner to improve “diversity and equality in the company’s workforce and culture”, according to a statement posted on its website.That is, to promote anyone claiming to be a homosexual at the expense of everyone else.
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