Now, the problem I have with this - beyond the bleeding obvious - is the idea of the "classic family". Many of Barilla's adverts, even in Australia, feature a woman serving pasta to her husband and children, all of whom are usually white. Which is all well and good, but in saying that their audience is "a classic family" and in advertising their products in that way, the company are automatically discounting not only same sex couples, but all of the following:
- Childless couples.
- PoC families.
- Mixed race families.
- Widows/widowers and their children.
- A married couple, their teenaged children from previous marriages, and their young child.
- Grandparents and the grandchildren they take care of while their parent/s are working late.
- Divorcees and their families.
- Families with adopted children, especially those who have adopted children from overseas or from outside their ethnic background.
- Families with foster children.
- Extended families living under one roof.
- De facto couples and their kids.
- People with guardianship of their younger siblings or nieces/nephews or dead friend's children.
- Single people.
- My own family, because my mum works, and my dad's retired and does almost all the cooking.
- A million other permutations that I can't think of right now.
By saying that they only cater to the traditional family, Barilla are cutting off huge swathes of modern society in favour of a 1950s ideal that's increasingly rare.
And don't even get me started on the "same sex couples with families are destroying society" bullshit. Please, explain to me, if you can, how this is destroying society.......
.......but it's perfectly acceptable for Britney Spears to be married for fifty five hours without being told that she's destroying society? I would take one same sex couple and the children they've fought tooth and nail to have over a million couples who drunkenly decided to get married in Vegas and then stayed together when they found themselves pregnant a month later. I don't know about you, but I would rather live in a world where every child is wanted and loved than a world where a chunk of the population is miserable because they can't have kids while another is miserable because they have more kids than they want.
And let's just stop for a second to appreciate the ironic fact that Barilla make a millionty different types of pasta, but can't appreciate diversity. As Deidre's husband, Inspector Climate, said this afternoon "Do they only make spaghetti?? You know, straight pasta?!"
If I worked for one of Barilla's rival pasta manufacturers, I would be instantly springing into action with a brand new marketing campaign. A campaign that featured a street party. A party in which families of all ethnicities and genders and relationship statuses and age brackets and employment statuses and levels of blood relationship have come together to eat and talk and laugh over giant bowls of pasta. A campaign, in short, that shows Barilla everything they're missing out on.*
|Something like this, only less 1970s. Also, source.|
Because at the end of the day? Family doesn't always mean what you're born into, family doesn't stop with blood. It's about the people you love and who love you back, no matter what. And a company that recognised that, rather than some antiquated ideal? That's a company I'd want to support.
What do you think?
*Dear pasta companies who aren't Barilla: please feel free to use my genius idea for your marketing campaigns in exchange for a small pot of money. Kthxbai.