WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

AdRespect Ad Library Profile

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Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Cheez-It
Ad Title: The Boyfriend
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: US National
Agency: FCB Worldwide
Year: 2026
Target: Mainstream
Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Cheez-It
Ad Title: The Boyfriend
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: US National
Agency: FCB Worldwide
Year: 2026
Target: Mainstream
Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Cheez-It
Ad Title: The Boyfriend
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: US National
Agency: FCB Worldwide
Year: 2026
Target: Mainstream
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Theme(s)

Gay Tease

Straight Left Out

Walking Fine Line/Mixed Reception

Theme Breakdown

AdRespect Score: 
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A young woman proudly introduces her dad to her new boyfriend at home.

A strange, computer-game like Cheez-It square floats near the mouth of the father, who doesn't see it but the young man does. “Oh wow. You are even cheesier, yummier, and saltier in person,” says the boyfriend.

He whispers, seemingly to the father, “You’re making my mouth water. Just so delicious. If I could just, oh...” then he goes in for the cracker (or a kiss).

This bizarre ad is the latest concern of the so-called "One Million Moms" group, upset over this because it features “offensive sexual innuendos with an extremely sensual message between two males.”

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