Not everyone thinks Sabra’s new ad is in good taste.
RuPaul’s Drag Race alums Miz Cracker and Kim Chi star in the Sabra Hummus commercial, which is set to premiere February 2 on Fox during Super Bowl LIV.
While the San Francisco 49ers face off with the Kansas City Chiefs at Miami’s Hard Rock Stadium, the commercial, created by VaynerMedia, will reportedly make herstory as the first Super Bowl ad to feature multiple drag queens; RuPaul worked a WebEx ad that aired during Super Bowl 2000.
In a teaser for the 30-second Sabra spot, Miz Cracker and Kim Chi have a kiki while eating hummus in a dressing room. “I hope this doesn’t give me helmet hair,” Cracker cracks while trying to force a football helmet over her wig.
“What goes with hummus? Snacks!” reads the teaser’s YouTube copy. “That’s why we’ve got Miz Cracker and Kim Chi suiting up for our #SuperBowlLIV commercial on Feb 2! #HairWeGo!”
— GLAAD (@glaad) January 30, 2020
One Million Moms, a boycott-crazy conservative Christian group affiliated with the anti-LGBTQ American Family Association, is now demanding that the commercial be pulled “in an effort to keep Super Bowl LIV clean and family-friendly.”
In a petition supposedly signed by more than 30,000 conservative Christians, the online group asks the NFL and Fox “to stop approving inappropriate marketing campaigns.”
“Sabra Dipping Company LLC is choosing to push an agenda of sexual confusion instead of promoting its actual product,” a One Million Moms spokesperson writes. “The PC-inclusive ad blurs the biological distinctions between male and female. Normalizing this lifestyle is contrary to what conservative, Christian parents are teaching their children about God’s design for sexuality.”
GLAAD has responded to One Million Moms executive director Monica Cole with its own petition: “Unfortunately for the anti-LGBTQ activists, this year will mark the most diverse and LGBTQ-inclusive advertising seen during the Super Bowl in its history,” GLAAD writes. “Add your name if you agree that it’s clear that One Million Moms’ tactics aren’t working, and it’s time for them to pack it up and go home.”
Evangelical website LifeSiteNews has also launched a petition encouraging Christian parents to boycott the Super Bowl over the Sabra ad.
One Million Moms' anti-LGBTQ tactics clearly aren't working, so we think they should pack it up and call it quits.
Retweet if you agree. https://t.co/QujvegmvrK
— GLAAD (@glaad) January 31, 2020
“While two men dressed up as women to sell hummus may seem innocuous, the Super Bowl should be a family-friendly environment where sexually-charged ads are ruled ‘out of bounds,’” says Scott Schittl, a LifeSiteNews campaign coordinator, adding that “drag queens are part of a morally dangerous ideology, which seeks to confuse young minds as to the reality of human nature and the reality that there are only two sexes, male and female.”
One Million Moms made headlines in December when the Christian group demanded that Hallmark Channel pull a series of wedding ads featuring lesbian brides. The ads were removed but quickly reinstated with an apology from the company.
Sabra’s Super Bowl ad also stars rapper T-Pain, plus Real Housewives of New Jersey frenemies Caroline Manzo and Teresa Giudice.
“Hummus is for everyone and pairs well with nearly every food you eat,” Jason Levine, Sabra’s chief marketing officer, said in a statement. “Whatever your passion, however you live, love, eat and enjoy life, this plant-based food is a winner. We’re bringing a diverse group of personalities to the table and demonstrating just how incredibly versatile, relevant and relatable hummus is today. We think we’ve got something for everyone.”