The far-right American Family Association is calling for a boycott of Campbell’s soup, after the company placed ads in both the December and January issues of the Advocate, featuring a lesbian couple and their son enjoying some food made out of Swanson’s broth. (Swanson’s is a division of Campbell’s.)
Calling the ad placement “support for the homosexual agenda,” the AFA put out an emergency action report with instructions for calling the company to complain and insist that they “remain neutral in the culture war.”
It’s annoying that a company is being boycotted for advertising in the Advocate, yes. But what really bugs me about this sort of thing is the idea that companies are in any way supporting queer families by pitching us for our dollars. How does it support my Big Gay Family to be advertised to? It seems to me, Campbell’s is looking for homosexual support of its agenda, not vice-versa.
Queer dollars are just as green as heterosexual dollars. Some pro-homosexual agenda blogs are calling for a Campbell’s “buycott” to thank the company for its advertising choices. For all my cynical self knows, Cambell’s was banking on something like this to raise brand visibility. I say leave it be. If you want to buy Campbell’s soup because you like it, go ahead. I’ll keep making my soup from scratch. Advertising is not a political act, it’s an economic one.