An ad that shows construction workers yelling empowering, kind, pro-equality encouragement at women? What could possibly be bad about that — it’s clever, cute, and progressive, right? Well, this Snickers ad could have been those things, but ends up sending a message that is anything but.
The Australian spot shows builders calling out to women, saying things like: “Wanna hear a dirty 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 interaction free from assumptions and expectations.” Pretty amusing.
That is, until the campaign’s tagline pops up: “You’re not you when you’re hungry.”
So… blue collar workers are inherently sexist, disrespectful brutes who should eat a Snickers so they can go back to properly harrassing and threatening women like they’re meant to? That’s the message we’re getting from this, and we’re not alone.
“So wait, men are only respectful and decent human beings when they’re ‘not being themselves’? Men should eat a snickers to ‘be themselves again’ so that they can be sexist, ignorant douchebags that harass women? Great, Snickers. This kind of sexist perpetuation of masculinity is just what our world needs.”
We think it’s safe to say that this is an ad that started with a great idea, but then totally and completely backfired. Fail.