Familiprix Group, Quebec drugstore chain, has carried out one of its television ads after it was criticized for allegedly fostering gay-bashing.
This ad shows a pharmacist on the sidewalk using the mirrored window of a bodybuilding gym to lick his lips and wipe away excess ice-cream from the cone he has been slurping. Inside the gym, a muscular man who is working out misinterprets the gesture as come-on and gets angry. In this way, audiences will know that he has been imaging the event as he stares at a young male customer who wants something to treat his huge black eye.
Familiprix is well known all over the province for its humorous, absurd ads with the theme. The reason for why it will release this new ad is that Familiprix wants to attract more new customers.
Faced with the bad comments from customers, Familiprix offered its apologies to anyone taking offence at the ad on time. Laurent McCutheon, president of Montreal gay-rights group Gai-Écoute, said he’s satisfied with Familiprix’s quick response because he thought this was a responsible company.
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