Gay Group Cuts Ties With McDonald's Over Comments On French Ad

A couple weeks ago, McDonald's, France, released a gay-friendly commercial that encouraged patrons to "come as you are." The ad, which created a lot of buzz (mostly in America, where it wasn't -- and as we learn below, won't be -- aired), got a reception from McDonald's execs in America that was colder than day-old fries.

The Chicago Tribune recently interviewed Don Thompson, the Chief of Operations at McDonald's, and has him saying:

"[A]t McDonald's, there are core values we stand for and the world is getting much closer. So we have a lot of conversations. We're going to make some mistakes at times. (We talk) about things that may have an implication in one part of the world and may be the cultural norm in another part of the world. And those are things that, yes, we're going to learn from. But, you're right, that commercial won't show in the United States."

In response to Thompson's comments, the National Gay and Lesbian Chamber of Commerce -- the largest GLBT business group in the country with 1.4 million businesses -- has severed their relationship with McDonald's, writing in a letter:

We strongly believe that McDonald's plan to distance itself from LGBT and other diverse business segments, coupled with the release of the French TV ad, is ill advised and counter to the spirit of good business and sound ethics. We sincerely hope that McDonald's will reconsider its position and that the company will again show its support for LGBT people, our families and our businesses -- not just where it is politically expedient, but around the globe.

Barring a significant change in policy on the part of McDonald's, please consider this letter as official notice that the NGLCC will not accept future support or membership by McDonald's or any of its subsidiaries. Additionally, please note that we will answer any questions about this communication, the past relationship between our organizations or any other questions by members of the NGLCC, the media or other interested parties with nothing less than factual and accurate information based on our communications and experiences with McDonald's and its representatives.

Quick Poll

Were the comments from McDonald's Chief of Operations Don Thompson homophobic?

Yes.

No.

Share your vote on Facebook so your friends can take this poll

Watch the McDonald's, France, "Come as you are" ad here.

Via Chicagoist

Comments

[Barbara Graham]

05:41 PM on 08/15/2010

Hurray, less pudge and more buff. I like that in our gay men!

[TJwineman]

08:41 PM on 07/21/2010

Good ridance the less the better off we all are. Go have a hissy now.

[klandish]

12:06 AM on 07/16/2010

Gay people shouldn't support McDonald's anyway. Unless they are coming home from a club, its the only place around, there's nothing at home in the refrigerator, and their grease burgers will help to soak up the alcohol for a bit less of a hangover tomorrow.

Otherwise forget it for more than a few hundred reasons.

[ez duz it]

01:02 PM on 07/15/2010

Translation: According to “Don Thompson, CEO of McDonald’s USA…the reason for which a TV ad will not be distributed in the United States is that it may offend Christian values…Don Thompson explains. For example, I have never hidden my Christian faith.”
------------------

Original: Selon “Don Thompson, directeur général de McDo USA…la raison pour laquelle une telle pub ne serait pas diffusée aux Etats-Unis c'est qu'elle pourrait heurter ses valeurs chrétiennes…explique Don Thompson. Par exemple, je n'ai jamais caché ma foi chrétienne.”

Source: http://www.reservegay.fr/__n241005_2083_La-pub-gay-de-McDo-ne-correspond-pas-%C2%ABaux-valeurs%C2%BB-americaines.html

[ceez]

10:09 AM on 07/13/2010

damn we live in such a fragile society. it wasnt meant to air here, it was meant for the other side of the world, where people are not so sensitive and censored. I bet the gay community in france accepted the commercial without any problems and I bet MC D operations over there didnt think it would cause havoc anyway.

but enter the USA, sensitive glass bubble society people....they feel that they must cut ties because they're insulted and hurt their feelings. get over it people, it's a commercial for you, they embrace you and want you as their clients. and I dont mean the word 'you' in any stereotypical or demeaning way.

and the lgbt thinks that mc d is gonna hurt from losing your support? please, this is a world wide enterprise, it has its grip on unborn children already.

I imagine what the french media said about how a commercial from france irritated people here in the usa.

[nccanuck]

02:33 PM on 07/08/2010

Wow .. Yawnnnnn.

[HotheadPaisen]

11:17 AM on 07/02/2010

You know if this ad ran here the Focus on the Family/Moral Majority types would immediately start questioning Mayor McCheese' on the d/l relationship with the Hamburglar.

[DCmykl]

06:33 PM on 07/01/2010

Now, the question is, how will that juggernaut in the national struggle for gay and lesbian equality the Human Rights Campaign (HRC) respond to the National Gay and Lesbian Chamber of Commerce's action? Will the HRC call on McDonald's to apologize and run the ad or a similar ad campaign here in the U.S., or will the HRC remain aloof and further alienate itself from its constituency?

[brian gallentine]

06:24 PM on 07/01/2010

Thompson's comments weren't homophobic, jus' tone-deaf. Not the same thing, however, I
for one will boycott them - I'm tired of be taken for granted. I'm gay and I'm exerting my
political will. Join on any grounds you choose- to demand that corporations provide a
healthful product in an environment- sensitive manner. Or how about to demand that
corporations produce a product without inflicting brutality on food animals because you
will ingore it. Maybe you'll finally accept that corporations do not necessarily have a
conscience. They will take your money because you are content to trade it for 'food' that
is unhealthy for you - to take your money from you to give it to their corporate share-holders.
A company can be good and DO GOOD, and you will know it by how they conduct business,
not by their advertising. But when they are bad, they are very very bad.

[Robert Yager]

06:46 PM on 06/23/2010

Modern times suck, we need a plague.

[DCmykl]

06:37 PM on 07/01/2010

Some only need a spanking.

[truth67]

01:16 PM on 06/23/2010

lgbt - what more am i expected to learn and then accept. how about bomb.

[Euterpe360]

12:59 PM on 06/22/2010

Interesting move for the NGLCC. It's a strong move essentially calling out McDonald's for the exploiting large issues in the LGBT community to gain market share. However I would also contend that marketing is marketing and specific subsets of markets are targeted by advertisers all the time. It's just good business, which is not the same as honorable acting and the two should never be confused.

At the same time the NGLCC is shooting itself in the foot by driving away a very powerful and influential corporation which, at the least, isn't afraid to approach the topic of homosexuality and might even be legitimately sympathetic to those topics. Potentially, they're driving away a powerful ally.

It's like anything in politics, "are you willing to sacrifice a little integrity to further your own ends?" Tough call there.

[desultude]

09:08 AM on 06/22/2010

I will boycott McDonalds. That part is easy- I NEVER eat there. I prefer food.

[cgigante]

02:22 AM on 06/22/2010

For once it would be nice to see a business do the right thing and take a chance. Sure, the US Christian Taliban will make a stink, but when don't they? I seem to recall their efforts to sink Disney (over "Gay Day" at disneyworld, or something like that) was a failure.

Progress only occurs when risks are taken. Obviously the fact that McD's aired the ad at all (though internationally) is a good step. But honestly, the US needs to grow up soon. The collective homophobia in this country needs to be taken head-on. This polite approach for gradual acceptance is wearing thin and delaying equality.

[Willow712]

04:53 PM on 06/21/2010

And your food sux too!