One Million Moms, an organization that identifies itself as one that seeks to "give moms an impact with decision makers" is mad. They are not happy with Kraft's "Let's Get Zesty"campaign – aimed at promoting its Zesty Italian Dressing. They are upset because Kraft is running a print ad that features a male model with his private parts barely covered by a picnic blanket.
It really isn't surprising in this country at this time in our history that there is an organization that will protest just about anything. And surely it shouldn't surprise us that an organization of moms would decide to protest an ad that shows a male model suggestively holding the corner of a picnic blanket over his joint. Nor should it surprise us that an organization would invoke religion as a tactic to save all of us from the dangers of salad dressing ads.
Several things are, however, surprising to me. One is the brazen belief that the zestiness of this ad will get people to stop buying Kraft's Zesty Italian. Another surprise is that these "Moms" won't even print the entire length of certain words on their website or in they message they are sending to their members. On their onemillionmons.com website under the headline "Shame on Kraft," the Moms shout the following:
Last week's issue of People Magazine had the most disgusting ad on the inside front cover that we have ever seen Kraft produce. A full 2-page ad features a n*ked man lying on a picnic blanket with only a small portion of the blanket barely covering his g*nitals. It is easy to see what the ad is really selling. A person has to look closely to see the item the company is marketing because the salad dressing bottle is so small next to the male model, picnic basket and other food items. There is also a small Kraft logo in the upper corners with the words "Silverware Optional - Let's Get Zesty." The website getmezesty.com is listed in the bottom corner.
Kraft has gone too far and will push away loyal, conservative customers with this new ad campaign. Christians will not be able to buy Kraft dressings or any of their products until they clean up their advertising. The consumers they are attempting to attract - women and mothers - are the very ones they are driving away. Who will want Kraft products in their fridge or pantry if this vulgarity is what they represent?
One Million Moms cannot get over the gall of this company. It is unnecessary for Kraft to use s*x to sell salad dressing! (An asterisk is used to ensure our emails get through to those who have signed up to receive our alerts. Otherwise, referencing specific words would cause our emails to be blocked by some Internet filters.)
I am going to perform a customer service to those moms who may be members of this vaunted organization or who may read this article or receive the designed e-mail and are confused:
Oh, and here's the subject of this campaign or, as the Moms call it, "the most disgusting ad ... that we have ever seen Kraft produce."
You don't have to thank me, just enjoy the picnic.
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