ESPN has apologized for and stopped running an ad promoting its NBA coverage that some found homophobic (see background story here), and that GLAAD lobbied against. Ted Rybka at GLAAD sent us the network’s apology.
We have dozens of executions of the “NBA on ESPN RV Tour” online campaign and none are intended to be offensive to anyone or any community of people. Our intent is to send a positive message about the camaraderie of sports and to do so as creatively as we can. However, we understand your perspective on this ad and would like to apologize to the members of the gay community. In addition, we have decided to remove the ad from the campaign’s online executions.
ESPN has a long-standing tradition of supporting diversity in the workplace and beyond. We are fully committed to continuing a dialogue that welcomes and recognizes diverse perspectives.
We appreciate your bringing your concerns to our attention.
ESPN is rightly playing it safe here. I found the ad really weird and problematic, mainly for Shaquille O’Neal’s reaction to Mike Breen asking for the “fist kiss.” Shaq’s revulsion at Breen went on too long, which is why I can see the point of those who found it homophobic. It didn’t bother me a great deal, but this stuff is all in the eye of the watcher, so kudos to ESPN for being sensitive. On other levels, the ad didn’t work, so the network simply cut its losses. It’s not like they don’t have many others in that promotional series to choose from.
ESPN has been very gay friendly over the years. Both Cyd and I have appeared on the network as spokesmen for Outsports and have also been consulted when the network was producing stories with a gay angle. They get it.
on Feb 3rd, 2009 at 8:18 AM
This is sad that we are even discussing this, and now ESPN had pulled the ad. People are too sensitive. So, sensitive, in fact, that when there IS an issue, we sleep on it. Had that guy asked Shaq to do anything with a kiss, it would have been weird. Why? Because Shaq doesn’t kiss men, that I know of. It is not homophobic to think it’s weird to do things that you don’t do. if gay people who known for “fist-kiss” then there may be something to this. Would it be sexist for me to not want to “fist-kiss” a woman? Of course not. We should really be calling out the racism and homophobia within the gay community instead of looking for the media’s short comings. I am losing respect for some gay people and GLAAD. I guest that makes me homophobic, too.
on Feb 3rd, 2009 at 10:49 AM
Honestly it wasn’t even funny. It would have been funnier if Shaq finally came around and compromised with a Fist Hug or something…