When I read in the Globe this morning that NDP MPs Joe Comartin and Brian Masse were launching a boycott against Dairy Queen, I thought it must have to do with a labour dispute or some genetically modified ingredient in the ice cream. Instead, the boycott relates to a Dairy Queen ad... is it sexist? racist? homophobic? No, it depicts a boy being hung on a hook by his clothes... Apparently a young boy in Chatham died in a similar fashion nine years ago. I don't mean to be disrespectful to this boy's family, but this whole boycott idea seems a bit over the top considering we see ads on a regular basis depicting much worse forms of violence.
***UPDATE***
I just saw the ad on TV and noticed that along the bottom of the screen the words "Dramatization. Do not attempt" appear while a young boy hanging from a hook yells to his brother that he wants his DQ blizzard back. I suppose we are supposed to infer from the ad that the older brother stole his younger brother's blizzard and hung him up on a hook. After seeing the ad with my own two eyes I am even more convinced that these NDP MPs are overreacting. Stick to the ATM fee campaign guys!
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Just to give you a heads up, as a school trustee, this boy's father made the rounds last year at public elementary schools, in conjunction with the province's anti-bullying campaign, and was well received message.
Is was a strong message that kids got, and so now we have a commercial making it look "harmless" and not "deadly" which is exactly what happen. If you never had a child die, needlessly, you might be more understanding why these 2 MPs are making a 'big deal' out of it.
I would expect McGuinty should to, considering that the ANTI-BULLYING CAMPAIGN was a huge Liberal initiative.
If there's one thing kids understand it's imitating what they see. In this case, that could be potentially dangerous.
If there's one thing Dairy Queen understands it's bad press. In this case, it could be potentially dangerous to their bottom-line especially as ice cream season begins.
Comartin and Masse's move will get attention at DQ HQ.
I can tell you since both members are from the Windsor area, that death had a very profound impact on people in Southwestern Ontario. I have family in Chatham and that boy's death was traumatic for the whole community. I have no problem with those MP's looking out for the sensibilities of their constituents. It is a non-violent means of expressing displeasure with DQ's ad. Nothing wrong about that.
Death is a pretty serious form of violence.
I was angered when I saw these ads. I remember vividly what happened when that child was "hung" it is every parents nightmare.
I'm glad the NDP is taking it seriously.
Looks like Dairy Queen did the right thing and pulled the ad:
http://cnews.canoe.ca/CNEWS/MediaNews/2007/04/25/4128225-sun.html
Hat tip to them and to Joe Comartin and Brian Masse for acting on their community's concerns.
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