A U.K. Based Ad Campaign for Magnum Compares the Desire for Its Ice Cream to Criminalized Gay Desire

In what sounds like an clunky, bad translation from another language, Magnum Ice Cream compares the “guilty pleasure of enjoying one of its sweet treats to a gay man being arrested for showing affection to his boyfriend.”

According to Newsweek‘s Dan Avery, “Magnum ice cream, owned by Unilever, recently launched an commercial on Spotify in the UK that features a voiceover by a man facing discrimination in his homeland.

“A hug for my boyfriend—that’s my guilty pleasure,” says the unnamed narrator, who speaks English with an indeterminate accent. “Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.”

The ad was poorly received by some, with one Twitter user calling it “disgusting, racist and homophobic.”

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