Magnum is feeling heat after the ice cream brand released an ad comparing the “guilty pleasure” of eating a frozen treat to that of gay people expressing affection in countries with harsh anti-LGBTQ laws.
The new audio commercial, playing on music streaming service Spotify in the U.K, features a voiceover from a man who fears persecution, Daily Star reports.
“A hug for my boyfriend. That’s my guilty pleasure,” he says. “Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.” A tagline then plugs the pleasure of a Magnum bar. Yum?
I know most of y’all probs have Spotify premium so don’t hear the ads, but really unsure about the Magnum ad that’s talking about homosexuality being a “guilty pleasure” in countries where homosexuality is illegal, like thanks for the awareness but also like not okay
— Kyle Flynn-Davies (@kflynndavies) August 2, 2019
An ad for #Magnum ice cream bars just popped up on my #Spotify and it is the cringiest/funniest gay baiting ad ever. A foreign accented man laments how dangerous it is to hug his boyfriend in his country, but he won’t get arrested for eating a Magnum! pic.twitter.com/S6WdzW9p51
— Christa Blackmon (@TheOdalisque) August 2, 2019
Just heard an ad that (in short) was a guy saying “My guilty pleasure is a kiss. I like kissing men. Kissing men can send me to prison for 14 years in my country. Pleasure should never be guilty. Like Magnum ice cream” NOPE. NOT THE SAME MY DUDES.
— Jessica Wynn ️ ♊ (@jesswynn93) August 2, 2019
What the hell?!? There are at least 3 versions of the magnum ice cream ad that does a bit about being gay would get me X years in prison followed by a get a magnum, pleasure should be guilty. That’s fucked. pic.twitter.com/T0j6Hbxl4g
— Tia (@Tatty_is_ALIVE) August 4, 2019
uhh a magnum advert just came on saying about how this man could get arrested for hugging his boyfriend in his country then started advertising their ice cream ?? using real world problems to advertise your fucking ice cream ??
— # 우우 (@ggx828) August 2, 2019
@MagnumIceCream your advert comparing the potential to be killed if you’re gay to the guilty pleasure of eating a magnum is disgusting, racist and homophobic. Please withdraw it immediately.
— nell blane (@firegoat67) August 5, 2019
“Why the fuck is Magnum running an advert about being queer in a homophobic country being fucking comparable to a chocolate ice cream?” tweeted one listener. Another called the ad “disgusting, racist and homophobic.”
A Magnum spokesperson says the company “wanted to remind people that what is considered a guilty pleasure isn’t always what you would expect.”
Magnum, which collaborated with GLAAD on a Pride Month ice cream bar, released a series of ads featuring gender nonconforming people as part of its 2015 #BeTruetoYourPleasure campaign.