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Wednesday, February 28, 2007

A Moment on the Lips, a Lifetime of Motor-Oil Sips

I know I'm really behind on the whole "homophobic Snickers commercial" debate, but I've been busy concerning myself with more important things like Britney's new shaved head and the sociological implications thereof. Right...

If you're even later than me in the whole debate, here are some postings from Towleroad and AmericaBlog about the commercial. You can see the actual commercial via the Towleroad link.

Basically, people have been saying that the ads were homophobic and should be pulled from the air. I say, keep them on the air. Discuss it, debate it, make a whole PR stink about it and keep everything out there so everyone can see for themselves just who's homophobic and who isn't. Apparently there were four different versions of the Snicker SuperBowl ad, each with a different ending. Of the four, only one had a positive portrayal of the same-sex Lady and the Tramp-style kiss. The others had negative endings, with one resulting in the two mechanics washing their mouths out with motor oil. Delightful.

What's even better is that the Snicker's website (which I don't care to link to) contained commentary from pro sports athletes reacting to the commercial. Naturally they all showed disgust at a man-on-man kiss. That's fine. I think everyone's entitled to their own opinion, just as the global consumer is entitled to know what those athletes' reactions were and can hence judge them accordingly.

The ad itself was basically pathetic; the result of an extremely unbrilliant creative team at TBWA\Chiat\Day. Was that honestly the best concept they had to run with? Surely there must have been better ideas. To some of the people who read my blog and work at TBWA\Chiat\Day, I hope you weren't on that project because you probably should have vetoed the spot on the spot. Although, the ad wasn't as annoying as the "Snickerlicious" print campaign. Snore.

Ultimately, the commercial might be able to be deemed a success. It created a strong buzz, possibly enamoring one consumer segment with Snickers and further alienating another from the brand. Ultimately, homos probably aren't part of Snickers' core "fat-adding candy bar" consumer group, whereas homophobic white trash / mechanics probably are.

It's a bit odd that Masterfoods, the company that owns Mars and Snickers, refuses to issue an apology. Apparently the family that owns Masterfoods is really into the Republican party and the Masterfoods company scored a 6 out of 100 on HRC's company index. In the end, I think this is another reason why all the video clips and media should remain on Snickers' site. Just own your homophobia. At least we'll know where everyone stands; there's no point in hiding it.

I'd like to call for an immediate boycott of all Masterfoods / Mars Incorporated products (ie, Snickers, M&Ms, Uncle Ben's, Three Musketeers, Combos, Milky Way, Twix, Starburst, Skittles, and Kudos), not only because the company seems to be homophobic in its actions, but also because I really don't want to see people getting fat from their products. More specifically, I really just don't want to see any fat people at all.


  • can i please ask you a question that's unrelated to today? where can i download a copy of that crazy canadian woman who was being interviewed on street tv? it was priceless!

    By Anonymous Anonymous, at 2/28/2007 9:30 PM  

  • I have no damn clue. I can't remember where I got the file from. I miss that video :( Fuckin' YouTube. Ugh!

    By Blogger gothamwhore, at 3/01/2007 6:34 PM  

  • thanx anyway....maybe i'll find it again someday.

    By Anonymous Anonymous, at 3/02/2007 8:49 PM  

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