(USA TODAY) -- A salad dressing ad that leaves a little to the consumer imagination has
drawn the ire of conservative Christians who object to having a nearly
naked "Zesty Guy" be the life of the picnic.
AdWeek reported on the "Shame on Kraft" campaign by One Million Moms, an arm of the
American Family Association, which issued a tart rebuke to the food
giant's current print advertising for its "Zesty Italian" salad
The magazine spread stars birthday-suited model Anderson Davis ("The
Zesty Guy") sprawled across a red-and-white checkered picnic table
cloth, a corner of which strategically covers his male signifier. He
lounges beside a basket, a bottle of wine, grapes, bread and, least
prominently, the product he's serenely hawking.
Not taking the
affront lying down, OMM declared it "the most disgusting ad on the
inside front cover that we have ever seen Kraft produce."
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."
(OMM said it used asterisks to get past certain spam filters.)
The organization's dressing down continued:
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!
Naturally, Kraft Foods defends its "Let's Get Zesty" campaign, which has shaken up a certain video channel.
The ad "is a playful and flirtatious way to reach our consumers. People
have overwhelmingly said they're enjoying the campaign and having fun
with it," said the conglomerate, based outside Chicago.
As always, sex does indeed sell.