Eagle-eyed analysts of rubbish sexist adverts – like our very own Wendy Roby, a lady primed to spot advertising-shaped badness – will feel their cockles chilling after today's news that those creamy chaps behind Heinz Mayonnaise have pulled their latest TV advert.

Not that sexism has anything to do with their decision this time, though. Ooh no. Instead, the grimmer than grim homophobia of 200 viewers and some kow-towing to bigots has got them canning the clip. Whoop, whoop, hooray!

Let's watch that advert below:

Two kids preparing to go to school, getting their sandwiches from a mum who's turned into a male New York deli chef, then a very funny twist at the end? Aww, we find this advert daft, sweet and funny. The narked-off 200 who complained to the Advertising Standards Authority didn't, saying it wasn't appropriate for kiddies (not that that deeply inappropriate comment was even an issue, durr-brains, given it was only running in the evening because of the ban on high-fat food on children's telly).

What's more – gah, there's foam coming out of my ears now, and my voice is mimicking Leslie Nielsen on helium – the ensuing hoo-ha about the advert "glorifying same-sex relationships" made our stomachs all churny much like the deli mayo might have. In any case, it was just a Mum turns into a chef gag, you bell-ends, not an ad about a same-sex relationship – and if it DID feature two dads, then why NOT? ISN'T IT 2008 AFTER ALL? (Oops, my head's fallen off.)

Calm, Judith, calm. Ahhhh, that's better.

Still, let's make a serious point (she says, lowering her virtual glasses back onto her nose). Shouldn't modern advertisers be reflecting the wider, broader world we live in? I know the irony in this statement when I'm editing a site that's at the godawful mercy of Google ads (and yes, we're banning any horrible ones we see straightaway), but shouldn't us modern sorts be directing our energies towards our different audiences? Or should we just all give up and tilt our hats towards people who are always easily offended? Let's hope not, eh?