It's hard to find any explanation for the Flora ad other than the company's hatred of homosexuals. A little background: eating margarine reduces the risk of cardiovascular disease and stroke. This is exactly what Flora, which produces margarine, decided to demonstrate. So, in the spirit of minimalism, the promo photo showed a porcelain heart and a bullet flying towards it. The bullet is captioned, "Uhh, dad, I'm gay." The punchline at the bottom is, "You need a strong heart today."
The creators said that finding out about a child's orientation is like getting shot in the heart. It was a bold and highly homophobic statement, even for that year, 2013. The company responsible for the ad said that they did not endorse the campaign, which was created by an external advertising agency, Lowe and Partners, from South Africa. Considering that this agency had already had a history of missteps with other companies, Stonewall, a gay rights organization in the UK, said it was satisfied with the withdrawal of the campaign and had no complaints afterwards. But the public remembered the campaign, which affected the reputation of the margarine brand. Afterward, they repeatedly reminded the public of their support for equal marriage and minorities.