A controversial tv ad for a popular Easter egg has sparked an online petition because of an intimate scene shared between a gay couple.
Cadbury UK released the commercial last month to celebrate 50 years of its popular Creme Egg.
The ad features several different characters, all who like to eat their chocolate eggs in their own unique way, such as dipping, licking or baking with the treats.
It’s the final scene, however, that has set tongues wagging.
Two men are seen holding hands and spinning on a rooftop, with one holding the chocolate egg in his mouth.
The other man leans in and takes a bite of the egg, resulting in the gooey contents of the egg oozing out between them.
The men are a real-life couple, identified as Callum Sterling and Dale K Moran, and while the scene barely runs for two seconds, it has been enough for more than 25,000 people to sign a petition in protest.
The petition labels the egg-sharing scene as a “highly-charged sexually provocative act”, and accuses Cadbury of “selling sex to children”.
“Cadburys are a well-established household name who deliberately market their products towards families and children; therefore, it is unacceptable that they should seek to expose children to an image which is so clearly hyper-sexualised,” the petition reads.
"Given that children often copy what they see on screen, the advert constitutes a form of grooming, exposing children to inappropriate and graphic sexual content.
“By featuring a gay couple, Cadbury’s are aiming to escape criticism by using the cover of ‘inclusiveness’ and ‘diversity’. Still, this sexually graphic advertisement has no place being shown on mainstream media where children can view it.”
In response to backlash on Twitter, Cadbury said the campaign was designed to be inclusive.
“We've always been a progressive brand that spreads a message of inclusion, whether it is through products or campaigns. The almost kiss of a couple sharing a Creme Egg was included in the ad in the same light any other couple would have been included too. The heart of Creme Egg is fun, light-hearted & we believe the almost kiss conveys this,” the company said.
Hi Stephen, just wanted to clear something up. We've always been a progressive brand that spreads a message of inclusion, whether it is through products or campaigns. The almost kiss of a couple sharing a Creme Egg was included in the ad in the same light any other couple..1/2
— Cadbury UK (@CadburyUK) January 11, 2021
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