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February 08, 2007
Was Snickers promoting homophobia or mocking it?
One of the ads during the Superbowl has come under fire for promoting homophobia.
This year's advertisement by Masterfoods, a unit of privately-held Mars, showed two auto mechanics locked in an accidental kiss while eating a Snickers candy bar, then ripping out chest hair to prove they are "manly."
"The makers of Snickers and its parent company at Mars should know better," the Human Rights Campaign said in a statement. "If they have any questions about why the ad isn't funny, we can help put them in touch with any number of Americans who have suffered hate crimes."
Masterfoods said that while feedback from its key customers had been positive, it would nonetheless pull the commercial.
"We know that humor is highly subjective and understand that some people may have found the ad offensive," the company said in a statement.
Oh, come on!! Hate Crimes? Even bringing that into the discussion is ridiculous and trivializes hate crimes. This ad doesn't promote homophobia. It mocks it. It takes two guys' love of a Snickers bar, turns it into an awkward violoation of personal space, and then shows how their slavery to homophobia forces them to injure themselves to get rid of the "gay cooties".
Anyway, here it is. Take a look.
Personally, and with a fair dose of cynicism, I think what's really happening here is that someone saw the chance to grind their favorite axe and jumped at it. This lets them get their particular issue out there in the press and the national mindshare, and they think that's a good thing. I, however, think it was a mistake. Instead of focusing on real issues of discrimination and hatred, we're debating whether or not a commercial was sufficiently sensitive to the gay community.
Politics by Dan at February 8, 2007 09:22 PM
Comments
Of course, what people seem particularly to be complaining about is the version of the ad on their web site that shows a wacky alternate ending.. in which the two guys beat the shit out of each other with heavy tools in their good humored, frantic attempt to get the ick off.
Posted by: Jonathan Abbey at February 8, 2007 11:16 PM
I've never even heard of such a version, nor does is it the one being referenced in all the articles I've read. Can you provide a link to the vid? Did it ever air?
Posted by: Dan at February 9, 2007 10:10 AM
It appears that Snickers pulled it all off their web site.
Here's one link discussing it, Google finds tons when you search for 'snickers homophobic'.
http://americablog.blogspot.com/2007/02/snickers-superbowl-web-site-promotes.html
Posted by: Jonathan Abbey at February 9, 2007 01:15 PM