Snickers Kiss Super Bowl 2007 Ad
Needing some extra fuel to get through the fixing of a car, one guy grabs a Snickers from his pocket, pulls off the wrapper, and bites into it. His partner can't resist the other end of the Snickers bar so close to his face. He bites into it and they both chew to the center, leading to the inevitable lip touching.
The two jump apart, complete with guilty looks, clearly horrified at their accidental kiss. The first guy decides that they better "do something manly" in a hurry. The result is an unattractive display of the two of them ripping out their chest hair.
Thanks, Snickers, but I think that we all got the idea well before they chest hair display that you didn't mean for this commercial to be a sexy one. We know that you were just going for a little bit of humor.
Although it certainly wasn't appetizing (usually a good idea in marketing a food product), it was entertaining. It was also impressive that Snickers went with this spot. Is it right that America seems so much more comfortable with same-sex behavior from women? No, it's not right, but it still is how it goes.
It was somewhat original, if you can forgive stealing the idea from the Madonna/Britney/Christina kiss. It was interesting. However, I, personally, will not be in a hurry to click over to the website they set up.
Somehow I doubt that this particular spot is going to have people - particularly guys - running down to the store for a Snickers bar. Call me unprogressive if you must, but I just don't see guys in America rushing to align themselves with this situation. I'm afraid that homophobia is still a bit too prevalent for this to be a top advertising concept.
View the Snickers ad here:
Published by S. M. Bendock
Ah, *stretch*, a life of ease elludes me. I love people, music, reading, writing, football, and nature. I love to debate and can usually see both sides of any topic. View profile
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26 Comments
Post a CommentLook, I'm bisexual (although I'm female, which I know is different) and I didn't find the commercial offensive, but that's just me. The truth is that straight guys DO find kissing men UNMANLY. They do. Whether it REALLY is unmanly is in the eyes of the beholder. The commercial was simply making fun of the stereotypical straight alpha male, who loves Snickers so much he'd kiss his buddy but then need to do something really silly to overcompensate for it. The commercial, in my opinion, wasn't offensive. I think everyone needs to get over it.
Thanks, Susan. I like to think I'm funny sometimes. : )
"To use your example, yes, two sisters would probably be uncomfortable. However, I doubt that very many would react by shouting, "Quick, do something non-incestuous!"" - Now, that would make a funny commercial!
Good point, Gabe. The guys in the commercial were clearly not meant to be seen as gay. I think one of the things that so many people find offensive is their reaction, and the suggestion that what they did was not "manly". To use your example, yes, two sisters would probably be uncomfortable. However, I doubt that very many would react by shouting, "Quick, do something non-incestuous!"
It seems that most people who believe the commercial is offensive have gone beyond the scope of the commercial. If two people accidentally kiss on the lips and they are not "in love," they will probably be fairly grossed out. If you accidentally kissed your sister, and not in a friendly way, but as the people in the commercial kissed, for a good two seconds, on the lips, you and your sister would probably be awkward around each other for a little while. To say the commercial says that it is hard to watch gays who love each other or that it is gross to watch gays is well beyond the commercial, which was an original attempt at innocent humor. I have no problem with homosexuals and I found the commercial hilarious. It is probably true that a lot of society, depending on where you live, finds the love of gays gross. However, the commercial does not promote this view, nor does it express it.
Everyone has their own opinion. As you can see, I am leaving comments up that are both for and against this ad. However, if you must resort to being rude or degrading to make what you feel is a point, don't waste your time leaving a comment as it will be deleted. If you can say what you have to say in a polite and dignified manner, I will leave it up no matter what side you are on.
The ad was sickening.Are they that desperate for sales?
If you don't get why the ad is offensive, perhaps you should discuss the ad with gay friends or family. It is quite presumptuous for non-gay people to say "I wasn't offended, therefore it's not offensive." Perhaps you should seek to learn why bisexual and gay people might be offended. Perhaps you don't realize that the ad offensively insinuated that being gay wasn't manly. Perhaps you will realize that it is offensive to openly state that the love of gay and bisexual people is "gross" or "hard to watch." Just perhaps if you tried to get out of your narrow little world and understand it from other people's perspectives, you will learn and understand.
Honestly, if you find the ad offensive, turn off your TV, obviously the commercial wasn't targeted at you. I am sick and tired of people complaining about commercial. If you don't like a commercial, don't buy the damn product. The snickers commercial was humorous. Any commercial during the super bowl is targeted for a younger male audience, and as a member of the targeted demographic, I found the commercial enjoyable and funny. Other commercials make fun of other groups all the time, why take offense from just this one??? Making any commercial with homosexual material taboo, you are just alienating gays further when commercials with homosexual content just do the contrary. If you don't think a commercial is appropriate, turn off your TV or don't buy the product, it only affects you so suck it up.
Uh, is ripping out chest hair some kind of universal manliness signal? I have never seen anyone ever do it. The ad managed to insult straights and gays. I hope Mars takes a market hit.