Lowe's Pulls Ads From 'Big Brother'

By Kenneth Hein

CBS got a little taste of its own reality. Lowe’s has vowed not to advertise on future episodes of the reality show Big Brother 9 because of a defamatory comment a contestant made about people with autism on a show last week.

On the episode, which aired Feb. 13, contestant Adam Janinski said he hoped to win the competition so he could open a hair salon “so retards can get it together and get their hair done.”

When a cast member chastised him, Janinski said, "Disabled kids. I can call them whatever I want. I work with them all day, OK?" Janinski works for the United Autism Foundation of Florida.

John Gilmore, executive director of a group called Autism United (which is not affiliated with Janinski's organization), reached out to the CBS network, demanding an apology following the show's airing. He also contacted many of the advertisers which appeared during that episode, including Lowe's, Campbell Soup, Claritin, Geico, McDonald’s and Taco Bell.

So far, Lowe's is the only one to bow to Gilmore’s appeal. “Once it was brought to our attention, we decided not to advertise [on Big Brother] further,” said Lowe's rep Karen Cobb, who added that although the company aired an ad during the Feb. 13 show, it does not routinely advertise on Big Brother. Lowe’s spent more than $400 million on media last year, per Nielsen Monitor-Plus.

Gilmore said he was “delighted” by the decision. “Lowe’s is doing the responsible thing. These companies are very careful about developing their brand image and relationships with their customers. Being associated with Big Brother and the comments made on the show is something most responsible companies should want to deal with.”

CBS was not aware of Lowe’s intention to pull out from the show when contacted by Brandweek. The network declined to discuss specific advertisers.

“At times, the house guests reveal prejudices and other beliefs that we do not condone," said CBS in a statement. "Any views or opinions expressed in personal commentary by a house guest appearing on Big Brother, either on any live feed from the house or the broadcast, are those of the individuals speaking and do not represent the views or opinions of CBS or the producers of the program."

Gilmore said the network’s lack of an apology is particularly upsetting considering “Big Brother contestants have been dropped in the past for making racially insensitive statements,” he said.

Message boards, including CBS.com’s, have been abuzz with anger regarding the comment. One post at CBS.com said of Janinski: “As the parent of two children with Autism, I'm simply amazed that people are so insensitive . . . I'm certain that he won't have his job when he returns to his ‘normal life.’”

Autism is a neurological disorder affecting an estimated one in 155 children.