Well, this seems like an incredibly misguided commercial.

Kraft Hienz’s frozen food brand, Devour, has decided to make a joke about porn addiction the premise for its Super Bowl ad campaign, and, to no surprise, it’s already causing some backlash.

It is seriously creepy.

Though the version that will run during the big game will only be 30 seconds and won’t actually contain the word “porn,” the longer version that they released online isn’t exactly subtle. 

The whole joke is the guy is addicted to frozen food like a porn addict is addicted to pornography, but most of the visual gags in the commercials are honestly just gross.

You can see it here, but you’ve been warned.

To make matters worse, the ad is actually supporting the porn industry. They ran an ad campaign on a major internet porn site with banner ads that read “see hot food porn now.” Officials from Devour told The Wall Street Journal that the idea was “part of a humorous juxtaposition to highlight the concept of food porn that began with the release of the uncensored 60-second Big Game ad.”

The brand is doubling down on Twitter with more creepy content:

As we recently noted, increasingly, even mainstream researchers have been speaking out against the real dangers of porn. In a recent Time magazine cover story called Porn and the Threat to Virility,” they wrote, “A growing number of young men are convinced that their [physical, in-person] sexual responses have been sabotaged because their brains were virtually marinated in porn when they were adolescents. Their generation has consumed explicit content in quantities and varieties never before possible, on devices designed to deliver content swiftly and privately, all at an age when their brains were more plastic–more prone to permanent change–than in later life. These young men feel like unwitting guinea pigs in a largely unmonitored decade-long experiment in sexual conditioning.” 

 

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