In a shocking display of “pride,” the startup food delivery service PostMates decided to focus its attention on the act of anal sex as a way to celebrate June’s Pride Month, which highlights LGBTQ+ people.
The ad features fruits and vegetables clothed in what one may consider to be stereotypical attire for gay men going to a Pride parade or a gay bar. It appears to be leather clag harnesses and jock straps adorning the anthropomorphized foods.
The ad discusses which foods are best to consume for healthy digestion to aid in the act of hygenic “bottoming.” The ad utilizes the slang term for anal sex, common to the gay vernacular.
The ad was developed in a strategic partnership with Dr. Evan Goldstein, a renowned New York physician specializing in Gay men’s sexual health.
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The ad is a crass and inappropriate attempt at celebrating June’s Pride Month. It is not an ad campaign that represents the inclusion of the LGBTQ+ community, as it focuses on gay men only and excludes most of the remainder of the group in focus.
What’s more disturbing is that the ad focuses on a sexual act rather than the sexual identity of the persons for whom it was intended. It is proof of the over-sexualized nature of culture today.
The disturbing ad, which was posted on Twitter, was met with criticism almost immediately. The flurry of replies, memes, and outcry reached hundreds.
One user replied, “Well I was thinking about ordering some food, but I suddenly lost my appetite for some reason.”
Another said, “What. The. Fck. Did. I. Just. Watch. – deleting Postmates app.”
There were calls to delete the app and no longer use the food delivery service, now owned by the ride-sharing company Uber. Many users pointed out the lack of representation for the remainder of the LGBTQ+ community.
Postmates has continued to stand by its ad, replying to users on twitter, saying, “We’re tired of heterosexual sex being the main focus of sexual education. Homosexual sex, specifically bottoming, is all too often omitted and stigmatized. Not this year. Happy Pride!”
Again, their defense was met with steep criticism, including a wave of users sharing their choice to delete the app from their devices and discontinue using the service.