In a world (as Don LaFontaine would have said...) where it seems that every message is scripted by PR departments, vetted by lawyers and tested by focus groups, and where every "off the cuff comment" and "candid" video is likely to be a carefully-orchestrated piece of a viral campaign, I find comments like Mr. Barilla's to be refreshing--a reminder that people do still have their own thoughts, feelings and opinions. I picture Guido as a bit of a deer in the headlights--too old-school to realize that the Social Media universe is waiting to pounce on anyone--no matter how isolated or insulated the forum in which they are speaking might appear to be.
Such moments of transparent candor, of course, are brief. The spin control machine goes into overdrive and the apologies--taken verbatim out of the Stock Apology Handbook--are issued--insincere, irrelevant and meaningless, except in the semiotics of Consumer Relations--and poor Guido is hustled off the public stage, never to return.
Had Guido told us that he, personally, didn't like the Gayz, I might still consider buying his pasta. But he made a point of telling me that--because I'm gay--I should buy another product. And so I will...
You think, what do you want?
You think, make a decision...