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Snickers Pulls The Gay Kiss Ad

wilehart1978

wilehart1978

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Snickers ad pulled after complaints
) - A commercial for Snickers candy bars launched in the Super Bowl broadcast was benched after its maker got complaints that it was homophobic.

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Snickers kiss
This Snickers ad aired during the Super Bowl sparked complaints of homophobia that have resulted in the commercial being pulled.
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The ad showed two auto mechanics accidentally kissing while eating the same candy bar and then ripping out some chest hair to do something "manly." One of the alternate endings on the Snickers Web site showed the men attacking each other.
The Human Rights Campaign and the Gay and Lesbian Alliance Against Defamation complained to the maker of Snickers, Hackettstown-based Masterfoods USA, a division of Mars Inc., which also makes M&M's and other candies.
The Web site also featured video of players from the Super Bowl teams reacting to the kiss.
"This type of jeering from professional sports figures at the sight of two men kissing fuels the kind of anti-gay bullying that haunts countless gay and lesbian school children on playgrounds all across the country," Human Rights Campaign president Joe Solmonese said in a statement.
GLAAD spokesman Marc McCarthy said Tuesday the group believed "this kind of prejudice was inexcusable."
Masterfoods spokeswoman Alice Nathanson issued a statement in which she said the company would stop running the ad on television and the Web site.
"As with all of our Snickers advertising, our goal was to capture the attention of our core Snickers consumer," Nathanson wrote.
"Feedback from our target consumers has been positive. In addition, many media and Web site commentators of this year's Super Bowl commercial line-up ranked the commercial among this year's top ten best. USA Today ranked it #9 of its top ten picks," she continued.
"We know that humor is highly subjective and understand that some people may have found the ad offensive. Clearly that was not our intent," she wrote. Masterfoods brands include Uncle Ben's rice, Pedigree dog food and Whiskas cat food. It is part of Mars Inc., a family-owned company.
 
I thought it was funny too...we all laughed at it...It has been a skit on comedy shows..mostly recently the two sports guys on MAD TV that were making out but were "straight"....

As in the Wardrobe Malfunction, this year it's Snicker-Gate!!
 
It does go to show you that sports will be taking their damn time with acceptance of gay athletes among them.It wasn't even a serious,erotic kiss..it was meant as being ridiculous and funny.It's a shame this had to result...corporate sensitivity to the offended bigots had to win out.Sad.
 
To my knowledge, the pulling of this ad resulted from the Snickers website where you could choose from several endings to the video (one of which included the men drinking anti-freeze - committing suicide).
 
My take on this is that if they'd just had them do something "manly" like dropping and doing push-ups or talking about sports awkwardly there would have been no problem. The problem came about by the fact that they resorted to violence against each other in one of the versions, and against themselves in the one that aired.

It hits a little too close to home to a lot of gay people who, at the fear of being homosexual, inflicted both mental and physical pain on themselves over the years. Add to that the juvenile reactions of the football players on the website to the commercial, and you've got a situation with all kinds of potential to offend.

Personally, I think they should have had them kiss, be freaked out a little, then look at each other and say something along the lines of:

"Um, so, now what?

"I don't know...you want to get some dinner, maybe go to movie?"

"Um...........Ok."

Fade to black.

Now THAT would have been a real Super Bowl moment. :)
 
I found the ad that was aired hilarious. But the violent alternate ending was definitely too much. They would have been fine had they not put those up on the site.
 
I was at a superbowl party with two lesbians and a bunch of gay guys and we all cracked up laughing at the ad. We even went online to find the others and I liked the "is there room for three" much better.

I like Killjoke's response about having a more positive message at the end. Or at least one that isn't that violent.

I can see where people can derive self-harm and violence towards others from the ads, but they were funny as hell!
 
http://americablog.blogspot.com/2007/02/snickers-parent-masterfoods-reportedly.html

Snickers parent, Masterfoods, reportedly says "heads will roll" over anti-gay snafu
by John in DC - 2/08/2007 10:02:00 AM

A little birdie tells AMERICAblog that while Masterfoods, Snickers' parent company, is acting all "our target audience LOVED the anti-gay ad" in public, they're not so calm and collected in private. Reportedly, the candy giant is operating in full crisis mode inside the company, trying to resolve the Snickers anti-gay ad issue and ensure it never happens again. The phrase our source heard used was, "heads will roll."

MasterFoods is notoriously secretive - the Mars family that runs the entire enterprise is filthy rich, and insanely private (they reportedly won't even let their photographs leak out). This much internal strife can only be a good thing, our source says.

If Masterfoods wants the crisis to stop growing, they need to stop putting out stupid messages to the public - which they're still doing by email - bragging about how everyone from their customers to the media loved the hateful, bigoted, violent-ladened homophobic ads and the accompanying bigoted commentary.

It's gonna be a long winter if someone over at candy central doesn't wake up.
 
Ned Nickerson said:
they need to stop putting out stupid messages to the public - which they're still doing by email - bragging about how everyone from their customers to the media loved the hateful, bigoted, violent-ladened homophobic ads and the accompanying bigoted commentary.
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that's what i thought when 'mars' first released that smartass statement saying 'well our 'target' audience loved it'.. (subtext: 'we weren't trying to market to gay ppl', so who cares if we offended them).. theyre just digging themselves in deeper...
 
I like Killjoke's suggestion. It would have kept a light, joking mood & wouldn't have reinforced the "gay is not manly" crap. On the other hand, it did get people talking - if only because it was a bit extreme.
 
i guess now would be as a good a time as any for a chocolate break or a break from it..
 
I think that those offended by the ad need to lighten up. I saw it and thought it was cute. There are many more important issues to dwell on besides this harmless commercial. There will always be people that are so easily offended and it's as if they're waiting out there to pounce on the next thing they deem offensive. Lighten up. We all need to be able to laugh at ourselves sometimes. If I were straight, I would be more put off by gays being offended by the ad than I would if they laughed along with it. I don't want heteros to feel as if they have to tip toe around us to avoid offending us. Just be who you are and chill. The ad was cute....jmo.
 
I just saw the vid. No different than how gays are viewed every day. We are only 2.3 percent of the country. We have an executive branch of the government that 'get's their orders from god', and hates us. The only time gays are put in the news is when one of us screws up. We can't be soldiers or teachers or cops or firemen or politicians without condemnation. Evidently, we can't even be candy eating mechanics. Of course we're going to be the butt of jokes for the straight crowd.

I've come to expect this from them.
 
This is why gays are viewed as having no sense of humor. Censorship is always bad, not just when its imposed on OUR side.
 
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