Italy's gay community leaders
heaped praise on Findus Tuesday after the frozen-food giant
produced the first commercial on the peninsula aimed overtly at
homosexuals.
The advert introduces Luca, who invites his mamma to the
apartment he shares with flatmate Gianni. After surprising her
with his skill at whipping up frozen food, Luca quips "Mamma,
there is another little surprise: Gianni is not just my
flatmate, he is my partner."
Mamma rises to the occasion, replying fondly "Darling, I
already understood" and touches her son's hand.
"This should set an example for how Italian companies should
communicate," Fabrizio Marrazzo, spokesperson for Italy's Gay
Centre association, cooed.
"The advert clearly demonstrates the simplicity of a gay
couple's daily life," he claimed.
In September Italian pasta giant Barilla set off a storm
when its head Guido Barilla said the company would never feature
homosexuals or lesbians in its adverts. He quickly backtracked.
While advertisers in the UK and USA have been quick to
solicit trade from high-income gay singles, overwhelmingly
Catholic Italian TV has stopped short of pursuing gay business
in the past.
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