In this ad, a family of vegetarians faces a dilemma when their son expresses a craving for meat. The open-minded parents take him to the deli counter for a taste of Aosta ham. (Pata negra is excellent too, but this spot promotes Aosta.)
The commercial exaggerates stereotypes for humor, portraying the parents as quirky, almost childlike figures. This is a classic advertising tactic: amplifying clichés to entertain. Real vegetarians vary widely—just like nerds in pubs aren't always depicted accurately with greasy hair and pizza. Yet, some viewers on Twitter and in articles feel personally insulted by the portrayal.
While the ad shows tolerant vegetarians, online reactions have been heated. Rue89 ran an article titled "Hey Aosta, leave vegetarians alone," sparking 267 comments. Similar pieces appeared on Citizen Post, critiquing junk food and praising vegetarianism's environmental benefits. Two petitions calling for the ad's removal garnered around 4,000 signatures combined—the first here, the second there. A parody response video also surfaced, though its production quality and audio were subpar. Aosta addressed the buzz briefly on Twitter.
Millions rallied for the right to satirize all groups—religious, cultural, or dietary. This ad raises questions about humor's boundaries in advertising, media, and everyday life. Intolerant voices amplify, but many vegetarians, including those saying "I'm vegetarian and I find it funny," appreciate the tolerance.
