Snickers Ad Manages to Be Sexist to Both Men and Women

[The Straight Story]

The ad both breaks and reinforces gender stereotypes

In this ad produced by Snickers in Australia, watch actors as construction workers shout empowering statements to women who are walking down the street. Remarks include, “You want to hear a filthy word? Gender bias!” and “You know what I’d like to see? A society in which the objectification of women makes way for gender-neutral interactions, free from assumptions and expectations. You go girl!”

That said, the ad still depicts the stereotype of construction workers shouting at women:

...

In addition, the “You’re not yourself when you’re hungry” tagline at the end of the commercial has an offensive message about class, Ad Week argues: “By saying blue-collar guys ‘aren’t themselves’ when they’re being polite, it pretty clearly implies they’re otherwise a bunch of misogynistic boors.”


http://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/

[MADem]

1. That's an odd campaign anyway, it plays to stereotypes.

There are a limited number of themes:

You play/act like an OLD LADY/OLD MAN, e.g.

You whine like a DIVA (in arabic from Lebanon, no less)

You whine like a DIVA (UK version):

You play like a GIRL (Singapore, also aired w/dub in Phillipines and Malaysia):

This one's a bit more complex, it involves appearance put-downs:

Another appearance put-down, from "mean" to "oogly" (from NZ):

[nomorenomore08]

2. I guess it's a commentary on the sorry state of advertising that these actually seem somewhat

clever/amusing. Not brilliant by any means, just not quite as brainless as most ads nowadays.

[MADem]

3. It's a combination of unexpected scenarios and famous celebrities.

I mean, ya gotta admit...Don Rickles playing a young girl up in the club is kinda funny! Betty White taking that hit was hilarious and was one of the highest rated Superbowl commercials.

But people who get angered about stereotyping--and let's be blunt, there is some in these bits, mostly ageism/sexism--might not be amused.

[The Straight Story]

4. It seems like they have enough to offend anyone, much like south park

And like the cartoon - some people take some things way too serious (from images of mohammed to commercials).

[snooper2]

5. At least it isn't the magical snickers sex change