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One Million Moms (1MM) is “disgusted” by a newly released “inappropriate” TV ad for the plant-based margarine spread I Can’t Believe It’s Not Butter! which features reality TV chef Gordon Ramsay spouting an “abundance of profanity throughout its entirety.”
Though the 45-second ad features Ramsay uttering swear words while he praises a vitamin-enriched version of the margarine, his swears are censored with bleeps. Nonetheless, 1MM wrote, “Apparently, I Can’t Believe It’s Not Butter executives do not care about what children hear – despite how damaging and destructive such ads are to our children. Everyone knows kids repeat what they hear.”
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The video shows Ramsay pointing to a container of the margarine and asking, “What in the hell is this?!?” When he tastes it, he remarks, “F**k me. This is really rich — any richer, you’d need a prenup!”
When a TV production assistant mentions that the product is vitamin-enhanced with vitamins A, D, E, and B12, Ramsay remarks, “Basically every f**king letter in the alphabet.”
As the 1MM petition notes, Ramsay is known to use foul language in the many reality shows that he has appeared on — including Hell’s Kitchen, Kitchen Nightmares, Boiling Point, and numerous others. “This advertisement upholds his reputation,” 1MM writes.
“I am highly offended by your inappropriate marketing campaign,” the group’s petition reads. “It is irresponsible to use even insinuated profanity in advertisements…. I urge I Can’t Believe It’s Not Butter to cancel these commercials immediately. Until you clean up your ads, I cannot purchase your products in good conscience.”
1MM is a project of the anti-LGBTQ+ American Family Association (AFA), a Christian nationalist organization that actively opposes increased social acceptance of queer people. It considers LGBTQ+ identities to be unnatural, sinful, and harmful to society.
1MM is not an organization with a membership that can be counted, and its petitions never get anywhere near one million signatures. This petition has 10,382 signatures at the time of publication.
Their past moral outrage has been directed at a Zales jewelry commercial featuring a lesbian couple, a 30-second TV ad featuring an affectionate male same-sex couple, an Indeed ad showing a male couple, an eHarmony ad showing lesbians doing laundry, a Volkswagen ad showing lesbian newlyweds, a Pandora ad with a brief lesbian kiss, a beauty ad featuring a non-binary celebrity, and some PBS shows featuring same-sex relationships.
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