Show Hide image

When it comes to advertising food, why do lesbians get yoghurt?

The Christian right in the US is upset by a yoghurt advert that features a lesbian couple. But what is it about dairy produce that says “queer”?

Yoghurt: women love it, so lesbians must double-love it, right? Photo: YouTube screengrab

It had to be yoghurt. Women love yoghurt, right? So lesbians must, like, double-love it. A new ad for American yoghurt brand, Chobani, features some naked, loved-up lesbians and, surprise, surprise, the Christian right is going mental.

In the gay food wars, the homophobic community (yes, they’re a community – they hang out in playgrounds, huffing solvents and weeping about modernity) have pelted The Gays with cake, fried chicken and pizza. Now we’re hitting back with low calorie dairy produce. I like to imagine an army of queer women on horseback charging into battle, hurling creamy white handfuls of gloop and bellowing, “EAT LESBIAN YOGHURT, BITCHES”. But I am, like the baby-eating bishop of Bath and Wells, a colossal pervert. So go figure.

But, I ask you this, why do the heteros get all the fun, fatty, sugary, carby stuff while us dykes are kitted out with milk’s sickly cousin? I get it, Chobani, lesbians are supposed to be all Whole Foods and tantric yoga. You think we’re your demographic and, to be fair, a lot of us probably are. Then again, lesbians are some of the most lactose intolerant and/or vegan people you’ll ever meet, so watch your step.

But back to the actual ad. We see an attractive, but not intimidatingly so, blonde woman in bed, earnestly enjoying a pot of Chobani. Like, why does she start eating it with her fingers? She has a spoon. She has a swanky beachfront property (the bedroom opens out onto a California-looking beach with a guitarist on it) so this woman really has a spoon. A Goop-quality spoon. It was probably hand forged by exquisite, virginal spoon artisans in the Andes. But enough about this woman and the luxury spoon that she refuses to utilise. Someone is lying next to her in bed. It has to be a man, because the only TV lesbians are ones who have tearstained shouting matches and impractical sex. We’re not allowed to be beacons of domestic bliss. Or are we? Hang on a sec, there’s a foot. Is it a lady foot? Oh my shit, it’s a lady foot. The yoghurt lady is in bed with another lady. Glory be, and alert the village elders.

Ad agencies, as we consumers are well aware, rely heavily on shock value. It’s all about, you know, showing a parakeet pecking at its dead owner’s exposed, still throbbing heart, in order to sell artisanal popcorn or something. Still beats me why I never made it in advertising. Anyway, it’s risky, it’s risqué, it’s crunchy, man. But, unless you consider middle class white women, who just so happen to be in a gay relationship, to be edgy, the Chobani ad is about as shocking as Fiona Bruce in Waitrose, buying an aubergine. It’s well and truly beige. If it weren’t for the lesbian aspect, it would be one of those ads where you can’t even remember whether it’s for heartburn tablets or a car. Which is why it continues to baffle me that the likes of One Million Moms, an anti-gay group in the US, are really and truly that bothered by it. The nudity is only mildly suggested. The bedroom floor isn’t even littered with discarded strap-ons and industrial strength vibrators. The pettiness demonstrated by those calling for the ad to be banned is really quite astonishing.

I suppose it shouldn’t be. I’m approaching this from the snug confines of my liberal London lesbian bubble. But sure, at a time in which same-sex marriage is only just being legalised in patches of the western world, the Chobani women – the world’s most wholesome fictional couple – are going to shock a lot of people.

So, in that respect, well done Chobani. From now on, you will forever be known as “that lesbian yoghurt”. So, bold, bold move.

Eleanor Margolis is a freelance journalist, whose "Lez Miserable" column appears weekly on the New Statesman website.

Getty Images.
Show Hide image

Voters are turning against Brexit but the Lib Dems aren't benefiting

Labour's pro-Brexit stance is not preventing it from winning the support of Remainers. Will that change?

More than a year after the UK voted for Brexit, there has been little sign of buyer's remorse. The public, including around a third of Remainers, are largely of the view that the government should "get on with it".

But as real wages are squeezed (owing to the Brexit-linked inflationary spike) there are tentative signs that the mood is changing. In the event of a second referendum, an Opinium/Observer poll found, 47 per cent would vote Remain, compared to 44 per cent for Leave. Support for a repeat vote is also increasing. Forty one per cent of the public now favour a second referendum (with 48 per cent opposed), compared to 33 per cent last December. 

The Liberal Democrats have made halting Brexit their raison d'être. But as public opinion turns, there is no sign they are benefiting. Since the election, Vince Cable's party has yet to exceed single figures in the polls, scoring a lowly 6 per cent in the Opinium survey (down from 7.4 per cent at the election). 

What accounts for this disparity? After their near-extinction in 2015, the Lib Dems remain either toxic or irrelevant to many voters. Labour, by contrast, despite its pro-Brexit stance, has hoovered up Remainers (55 per cent back Jeremy Corbyn's party). 

In some cases, this reflects voters' other priorities. Remainers are prepared to support Labour on account of the party's stances on austerity, housing and education. Corbyn, meanwhile, is a eurosceptic whose internationalism and pro-migration reputation endear him to EU supporters. Other Remainers rewarded Labour MPs who voted against Article 50, rebelling against the leadership's stance. 

But the trend also partly reflects ignorance. By saying little on the subject of Brexit, Corbyn and Labour allowed Remainers to assume the best. Though there is little evidence that voters will abandon Corbyn over his EU stance, the potential exists.

For this reason, the proposal of a new party will continue to recur. By challenging Labour over Brexit, without the toxicity of Lib Dems, it would sharpen the choice before voters. Though it would not win an election, a new party could force Corbyn to soften his stance on Brexit or to offer a second referendum (mirroring Ukip's effect on the Conservatives).

The greatest problem for the project is that it lacks support where it counts: among MPs. For reasons of tribalism and strategy, there is no emergent "Gang of Four" ready to helm a new party. In the absence of a new convulsion, the UK may turn against Brexit without the anti-Brexiteers benefiting. 

George Eaton is political editor of the New Statesman.