Tag Archives: advertising

Homophobia Sells???

A while back, in this space, I commented on the Dodge commercial with the little Tinkerbell type character who flew around, changing big powerful things into cute things, but she couldn’t change the Dodge automobile, which apparently was so tough that the blast from her magic wand knocked her into a brick wall, where a tough-looking guy laughed at her, calling her a silly little fairy.  She then zapped him into a wearing a matching sweater and shorts ensemble, and changed his macho dog into a group of three pekingnese or poodles, as he squealed "Ohhhhhh!"

Well, apparently, Madison Avenue still thinks homophobia is a big hoot, and will sell product.  During the Super Bowl a few days ago, where companies roll out their big money commercials, the Mars candy company ran a commercial for their Snickers brand candy bar.  The ad had two big burly guys working under the hood of a car.  One guy popped a Snickers in his mouth while working, and the other guy was so enamored with the candy bar that he bit the other end of it.  Then both guys proceeded to take bites of the candy bar until it was all consumed, and their lips briefly touched.  They were horrified when they realized what had happened, and decided they needed to do something "manly" to compensate for this accidental buss.  So they decided to rip out handfuls of their chest hair.

Curious.  Is this funny?  Is it zany?  Is the thought of two men kissing so preposterous to some ad writers, producers, and executives, that they think it will sell candy bars?  I continue to be stunned that in this day and age, homophobic ads still get written, and more incredibly, produced and approved, for airing on national TV.  And for the Super Bowl, where millions are viewing, and the ads cost gazillions of dollars… what genius decided that Snickers would do well to be known as they official candy bar for homophobes? 

Political correctness aside, is it good business to alienate anyone? 

Tonight, I heard on the news that Mars has pulled the ad.  I did not hear that any apology was given. http://money.cnn.com/2007/02/06/news/companies/snickers/?postversion=2007020614  Basically, all they had to say was that the intent was not to offend.  Wonder what the intent was?

  — Chuck Dennis

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