Here’s a case of foot-in-mouth disease followed by a quick but debatably effective damage control operation. Yesterday Guido Barilla, chairman of the pasta company that bears his name, told an Italian radio show that his brand will “never” feature gay men or women in its ads and that “if the gays do not agree, they can always eat pasta from another manufacturer.”
Here’s his reasoning at work:
I would never do (a commercial) with a homosexual family, not for lack of respect but because we don’t agree with them. Ours is a classic family where the woman plays a fundamental role…if the gays do not agree, they can always eat pasta from another manufacturer.
A woman’s place is in the kitchen and gays can never be part of a real family? He went homophobic and misogynistic while mentioning respect in the midst of a thoroughly disrespectful comment and encouraging a significant portion of the population to abandon his brand. That’s what we call “the keep digging strategy.”