Candy brand Snickers has issued an apology following a new ad in Spain understandably perceived as homophobic.
Yahoo News reports that while Snickers has pulled the ad from broadcast, it continues to circulate on social media. The commercial in question shows an effeminate man (played by Spanish blogger Aless Gibaja) at the beach with a friend and ordering “sexy orange juice with vitamins A, B, and C.” The waiter and the friend exchange disgusted, confused looks, before the waiter presents the femme man with a Snickers ice cream bar. The femme man takes one bite and magically transforms into a more masculine, bearded, handsome man.
“Better?” the friend asks.
“Better,” the butch man replies.
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The crude humor of the ad attracted critics both in Spain and abroad, many of whom took to social media to express their outrage.
Es vergonzoso y lamentable que a estas alturas haya empresas que sigan perpetuando estereotipos y promoviendo la #homofobia y la #plumofobia. Si necesitáis algo de formación para la próxima vez, aquí estamos, #Snickers.
— Federación Estatal LGTBI+ (@FELGTBI) August 5, 2021
“It is shameful and regrettable that at this point there are companies that continue to perpetuate stereotypes and promote homophobia,” Spain’s LGBT State Federation declared in a Twitter statement. “If you need some training for next time, here we are, Snickers.”
https://twitter.com/JaumedUrgell/status/1423318920480559108
Human rights activist Jaume d’Urgell delivered a more concise rebuke, posting an image of a Snickers bar with the word “homofobia” replacing the brand logo.
Me pregunto a quién le puede parecer una buena idea usar la homofobia como estrategia comercial.
Nuestra sociedad es diversa y tolerante. Ojalá aprendan a serlo también quienes tienen el poder para tomar las decisiones sobre lo que vemos y oímos en anuncios y programas de TV.
— Irene Montero (@IreneMontero) August 5, 2021
“I wonder who would think it is a good idea to use homophobia as a business strategy,” noted Spanish Minister of Equality Irene Montero. “Our society is diverse and tolerant. Hopefully those who have the power to decide what we see and hear in advertisements and TV programmes will learn to be as well.”
As previously mentioned, Snickers has since pulled the ad from broadcast. The brand also took to Twitter to apologize for the ad.
https://twitter.com/snickers_es/status/1423313160577093635
“In this particular campaign we wanted to convey in a friendly and lighthearted way that hunger can change your character,” the statement read in part. “At no time was it intended to stigmatize or offend any person or collective.”
Related: Male teachers in Spain are showing up to class in skirts for the best possible reason
The scandal over the ad follows several high-profile hate crimes against gay men in Spain over the past few months. Earlier this year, protests erupted across the nation following the killing of nursing student Samuel Luiz Muñiz. Last month, a tourist in Barcelona suffered a smashed jaw in a brutal attack.
Kangol2
That commercial was so overtly and crudely homophobic and anti-LGBTQ I’m glad it was pulled and I’m also glad the Snickers Spain (and whoever owns/runs them) is apologizing. They need to atone a bit more, though. It’s 2021. WTF is up, Spain? Talk about going backwards.
Fahd
The story announcing the apology and withdrawal of the commercial made it to the Spanish television nightly news. How many people participated in the preparation of this “Stepin Fetchit” homophobic abomination without anyone saying hey wait a minute – including the actor himself? Talk about group think. And this is Western Europe and all. You cannot make this stuff up. It seems you can change laws but the average mindset takes longer. Meanwhile, I hope heads are rolling at Snickers España and their ad agency.
jayceecook
Yeah, I have a problem with very few, if any, people calling out the blogger/”influencer” for taking part in this ad. I get a paycheck is a paycheck but if he should be held accountable as well. He literally took part in a commercial mocking gay men like him. That’s some serious self loathing.
prime32
Stepin Fetchit? Yeah, the people in this commercial were not black.
jayceecook
@prime32 He didn’t say anybody was. Stepin Fetchit was a persona that Lincoln Theodore Monroe Andrew Perry created as his “in” to a successful film career becoming the many “firsts” for a black actor. The problem was that later on people in the black community started to see Stepin Fetchit as a harmful and embarrassing stereotype.
If you can’t make the connection as to why Fahd used that as an analogy for Aless Gibaja then that’s on you.
Chrisk
“In this particular campaign we wanted to convey in a friendly and lighthearted way that hunger can change your character,”
That makes no sense and they should just STFU if that’s the best they can offer.
Well, the one thing we know for certain is that the advertising firm that snickers used is made up of straight or closeted and juvenile homophobes. Hopefully Snickers drops them
gus.lightner
So now since you are gay you need to “change your character “. With a Snickers . Sure.
It’s sad that corporations can inspire hate crimes and explain them away as “lighthearted “.
Does anyone feel like they are being slammed into lockers again at high school by “ lighthearted jocks” who just think it’s funny to pick on someone because of their “character “?
Bleep off Snickers- too bad you can’t get fined for inspiring hate crimes.
Kangol2
The other thing about this commercial is that not only is the gay character presented as flamboyant (I have no issue with flamboyant people of any sexuality) to mock him, but he’s also hitting on the waiter. He says “A,B y C…abrazitos (little hugs), besitos (little kisses)”–then he vocally airkisses to the waiter, then “carícias (caresses), around the world.” Like, WTF? Talk about playing on stereotypes and straight male fears and anxieties. Really retrograde, Snickers España and whatever ad agency you worked with on this garbage.
jayceecook
I don’t think that might be the case. It seems that the whole “around the world” thing is this dude’s catchphrase or something.
Kangol2
“Around the world” in English may be his catchphrase, but he’s clearly depicted as flirting with that waiter. Little hugs, little kisses, caresses…each on its own is mild in Spanish, but together the intent is clear. Again, Why was this even necessary?
jayceecook
The entire commercial wasn’t necessary. It shouldn’t have ever been made. After researching this guy I don’t think it was meant to be flirting but I can see how someone would pick that up. He fancies himself the Spanish Paris Hilton emulates her entire past life from the 2000s. The whole “hugs”, “kisses”, etc is like his shtick. To us outside of Spain, where he is I guess rather well known, it comes off one way but to those the ad was intended for it would come off another.
In the end the fact that this ever made it to air and that he didn’t find anything wrong with it himself is just disheartening.
Chrisk
jayceecook
I took a look at his Instagram. He’s acts the same way in almost all of his pics as the snickers commercial. So yes. Very much his schtick. Who knows if he’s even aware of how they made him look in the commercial though.
Cam
Keep making bigotry expensive. So happy the Spanish public gave the backlash.
Doug
I can’t believe anyone could have produced this stupid commercial without knowing how homophobic it was. Interesting that they also broke the “180-degree rule” in filmmaking… the gay character is shot looking in one direction all the time, then after his transformation he’s shot from an entirely different angle looking the opposite way. When I first viewed it I thought the commercial had three characters.
montegutdude
Ignorance is no excuse. The ad is one big anti-gay stereotype meant to capitalize on homophobia. It’s so wildly, overtly offensive that an apology is insufficient. Whoever approved and produced the ad needs to be fired or demoted. Time to get your house in order, Snickers.
MISTERJETT
what were they thinking?
Terrycloth
I just feel bad for the Queen she will be nearly bald within 5 years
jayceecook
Plenty of beautiful bald people in the world.
bookworm
So outrageous! I’d recommend a boycott of any product made by Mars, Inc.
Hdtex
“Influencer”?
Or genetically defective mutant with an extra chromosome?
Max
cringe. sad that’s what they thought of to portray what gays behave and look like.
jaimedance3
Why not TV shows like big brother and others have been doing that shit for years and not 1 person has said a damn thing about it! Good example that Grande mess. Hi set the gays back by 40 years by acting the way he did and does! And every time big brother comes on they always have that 1 gay character that they always typecast ! I have not seen 1 straight acting gay on that show yet
unreligious
Actually Snickers knew exactly what they were doing. The outrage and sharing on sites like this got snickers name in front of millions of people who would not otherwise have seen it. They will suffer no long term pain. no loss of sales. If you really think that in this day and age they did not do this intentionally to gear up controversy, then you are ignorant of how big business works.
Cam
Except backlash and boycotts have harmed a lot of businesses, and Spain is very pro-LGBTQ. So no, they weren’t hoping for this.
BoomerMyles
I can’t stop thinking of “Snickers dick” whenever I hear Snickers.
Damn you Michael Henry.