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Editor's Pick. Heinz Deli Mayo 'Mum'

Agency: AMV BBDO

Client: Heinz Deli Mayo 

There were no end of adverts full of technical wizardry that could have been 'Pick of the Week', this week. But it's this new work for Heinz mayonnaise that's been hitting the headlines.

The first ad for the food manufacturer since AMV BBDO won the account from McCann Erickson, there have been almost 200 compliants made to the advertising watchdog.

And what has sparked this? Gratuitous sex and violence? No, rather a seemingly affectionate and even comic kiss ­- and not even involving tongues.

The only controversial thing is that the kiss is between two men acting out a typical domestic family scene between husband and wife.

The Adverting Standards Association has received 175 complaints the ad, with some complainants saying the ad was "offensive" and that it was "inappropriate to see two men kissing".

Other grievances include that the ad was "unsuitable to be seen by children" and raised the difficult problem of parents having to discuss the issue of same-sex relationships with young viewers.

Launched last week and set to run for a further four, more complaints are sure to follow. The ASA has not yet decided whether to investigate the TV ad.

The Heinz Deli Mayo ad falls foul of Ofcom's TV ad restrictions relating to products that are high in fat, salt and sugar and as a result carries an 'ex-kids' restriction, meaning it cannot be shown in or around children's programming.

See it here and decide how controversial it is for yourself.

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