ARE FNB’S ‘FLOYD THE FLORIST’ ADS HOMOPHOBIC?
A complaint has been laid with the Advertising Standards Authority (ASA) about two First National Bank radio ads that feature a lisping florist.
Gerhard Lombard from Pretoria told Mambaonline that he was furious when he heard the ads with the character of ‘Floyd the Florist’ on Jacaranda FM.
In the ads, Floyd is intended to be understood by listeners to be a gay man, thanks to his stereotypical nasal lisp and haughty manner.
The ads’ “humour” is entirely derived from the character’s speech and part-camp, part-bitchy attitude.
“Of course, what else would a gay person own but a flower shop?” Lombard questioned. “The tone of the voice is not acceptable. It’s poking fun at a stereotypical gay person.”
Lombard, who was the victim of a gay bashing five years ago, went on to say: “FNB thinks it’s funny to make fun of gays and lesbians but it’s actually condoning bullying, which starts at school level and goes on into the corporate world.”
He added that the advert had to be seen in the light of the ongoing and often-deadly epidemic of hate crimes against LGBTI people in South Africa and the targeted murders of gay men in Gauteng.
Lombard said that in addition to the complaint lodged with the ASA, he has also sent a written complaint to FNB.
“And you call yourself a professional bank? If your choice of commercials is any indication of your service then you are a disgusting homophobic institution with no respect for the very same people that bank with you,” wrote Lombard in his letter. “Yes, believe it or not you have gay and lesbian clients, but not for long if I can help it.”
Lombard is yet to receive a reply. Mambaonline is attempting to contact FNB on the issue and is hoping for a response.
Do you think the ‘Floyd the Florist’ radio ads are offensive? Tell us below.
I must say, while the ad may be in bad taste, and promoting stereotypes, I find the link to bullying a little tenuous.
I quite like the adverts. I find them humorous. Certainly not offensive in any way. It makes me smile whenever I hear them. Whoever the production house is, 10/10 for depicting a scenario so true-to-life ‘campy’ without going patronizingly overboard, as is usually the case.
I find them offensive. And the lisping queen is such a tired and un-creative staple of SA ads. Can we move on already? I think there is a link to bullying. These kinds of ads help foster an environment in which people feel that it’s OK to mock gays as funny and camp. After all, if FNB can do it…
I think we should all learn to laugh at ourselves a little even when the joke is slightly weak and not be so angry and humourless all the time.
I agree we should laugh at ourselfs a bit.. do the sr8 complain when there is a nerd or a dumb idiot in an add.
Its a nice add and people should not take offence as non was made.
Smile damit
Not so much offensive, but more irritating! Cant stand that ad…it actually makes me change the station.
But yes they are taking the piss with an overtly camp character.
yes – fucking offensive
I have not heard the advert but as a adult I would in all likelihood not be offended. Personally effeminate guys , gay or straight, embarress me. I like a man to be rough and ready. Prefer if they are sport fanatics. I digress , the point is that, as a teenager , I was very confused as regarded my sexuality. I loved to do sport and was a main man but I was also attracted to guys. I did not know what gay was and thought I was the only gay guy on the planet. My homophobic family spoke about gays as limpwristed, effeminate dress wearing lispy men. I was mortified to be associated with that image and so stayed closeted for 32 years. Only when I came out and men other gay guys did I realise that there were machco gay guys. The part were the ad could be dangerous is that other gay teens who as confused as I was may also stay closeted when it is not needed
It would be interesting to see what the strategic brief was behind the ad concept. Are they in anyway trying to position themselves as a bank for, including amongst others, small business professionals who may be gay, or not. I’m sure the current ad achieves such, assuming the former was the objective. Also think its a little counter-productive from a business point of view in today’s socio-economic climate what with gay bashing, etc. Feeds into a distorted stereotypical perception, and also quite honestly 80s and very Floridan/ Crystal Springs type stuff. Would be interesting to see what MetropolitanRepublic or DDB South Africa (FNB’s ad agencies) have to say about it all.
correction – “I’m NOT sure the current ad achieves such…”
Oh grow up, it’s an advert its funny and I get its point. It seems that South Africans from all walks of life have become way to sensitive. There are many ads that feature black people and blonde bimbos but I don’t hear anyone mentioning racism or discrimination against someone on the basis of hair colour. South Africans sould really start laughing at themselves maybe that’s the first step toward acceptance.
First For Women had an ad with a stereotypical gay man (albeit just a talking head on a wedding cake). Debonairs depicted a lisping gay couple in their What The F ads. And there’s tons more. I wonder if Mr Lombard laid complaints against those companies as well. I agree with the comments that the gay community takes itself too seriously. We make jokes like this about each other all the time, yet when the joke’s on us we get offended. And I think the link to bullying is a bit of a stretch. If Floyd The Florist was a butch gay bear, would he have sparked any less homophobia? I doubt. Homophobia doesn’t only target effeminate gay men, it targets the entire LGBTI community, regardless of how stereotypical you act. As a straight acting gay man you might be able to avoid situations of conflict by remaining incognito, but if you were as loud and proud as Floyd a homophobe would treat you the exact same way. Personally I’m not offended by these ads (or any stereotypical representation), I just roll my eyes and move along because yes, it is a tired cliche but unfortunately the world of advertising relies on cliches for cheap and quick communication of ideas. It’s not going to change.
To all sensitive pansies … get over yourselves, it is just silly and funny and admit it we all know a Floyd! So what?
So right – Lombard sounds like a serious drama queen herself, creating a mountain out of a grain of sand
This ad opens a deeper issue. Lets face it. In the gay world there is a hierarchy with masculine men on top and feminine men on the bottom (no pun intended). We just reproduce the same sexism that’s out there in the rest of the world. Of course straights are gonna ridicule feminine guys in ads. We do it ourselves all the time. Oh but I cant help it you say. I’m just not turned on by feminine men. Do you think its coincidence that most gay guys are only interested in sleeping with, meeting, hanging out etc…with the ruling gender. No. That’s just how the system, where masculine is king and feminine is less than worthless gets imprinted inside our brains. Gay men need to look at their own prejudices. We have to move beyond begging straights to accept us and accept ourselves- in ALL forms.
Perhaps a bit stereotipical but really overreacting on Lombard’s part.
Most of FNB’S adverts are corny !
Completely overreacting! The fact of the matter is that we all know (and love!) A flappy queen like Floyd. It is a stereotype but one that we as a community still continue to propagate. The character in the commercial is a bossy and empowered business owner who is lording it over his employee. I don’t see how this would encourage gay bashing. Even if the character is annoying. There are planty of annoying straight characters depicted in the media all the time. I think a better battle should be chosen. FNB has done no wrong in my eyes.
This Lombard dude is CRAZY
I also have a non nasal lisp and part of the family, relax! South Africa is one single country were we can laugh at and with ourselves.