Daily Independent (Ashland, KY)

Columns

July 21, 2013

Lee Ward: He’s zesty, but not entirely nude: 7/21/13

ASHLAND — His formal name, as far as we’re concerned, is the Kraft Zesty Italian Dressing Guy, but I just call him the Kraft Guy.

He’s a handsome, manly spokesman who appears in the television ads for Kraft Zesty Italian Dressing.

His monologue, combined with the background music, would almost be considered naughty if it weren’t so ridiculously hilarious.

But I’m not a member of One Million Moms, an organization of the American Family Association.

The Moms don’t like the ad campaign because it’s too sexual.

It’s not the television ads they object to as much as the magazine spreads.

In those ads, the nearly naked man (whose real name is Anderson Davis) is lying on a picnic tablecloth which drapes over him in the right place to keep him from going “full Monty.”

Somewhere in the ad, I think there’s a bowl of salad and a bottle of Kraft Zesty Italian Dressing, I don’t know.

One Million Moms said the magazine ad is "the most disgusting ad on the inside front cover that we have ever seen Kraft produce."

"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?”

Kraft explained 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.”

I don’t know what the Moms are complaining about. The magazine ads aren’t even in magazines like “American Girl” or “Highlights.” It appeared in some of my old lady magazines and, trust me, we old ladies are not offended. Not only can we appreciate the Kraft Guy for being an attractive male specimen, we can take a joke.

What does offend me is the Mom organization’s choice of fights. There are so many good fights to choose from, including cigarettes targeted at children, child abuse, human trafficking, depiction of women in movies. Instead, they waste time picking on a salad dressing advertisement that was all in good fun.

If you want to worry about using sex to sell products (which it does and you can’t stop that), where is the outrage when women’s bodies are exploited, as they are every day, to make money?

LEE WARD can be reached at lward@dailyindependent.com or (606) 326-2661.

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