Frozen-food company woos gays with 'coming out' advert

(ANSA) - Rome, June 10 - 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.