Snickers Takes Down Commercial In Spain After Being Accused Of Homophobia
Photo 105170575 © Ekaterina79 | Dreamstime.com
A new advertisement by Snickers Spain is leaving a bitter taste in locals’ mouths, as it seems to denounce homosexuality as wrong and being straight as “better.” The brand has since removed it with an apology.
The 20-second video begins with openly gay Spanish social media influencer Aless Gibaja ordering a “sexy orange juice” at a restaurant, which confuses his friend and the waiter, who then passes Gibaja a Snickers ice cream bar. After taking a bite, Gibaja transforms into a burly man with a deep voice, according to the Guardian.
Gibaja’s friend asks if he feels “better,” to which his new version responds, “Better.” The clip ends with the tagline: “You’re not yourself when you’re hungry.”
El REPUGNANTE anuncio PLUMÓFOBO de Snickers. pic.twitter.com/bxtgMHh44e
— Gato (@gamomena) August 4, 2021
The scene has left viewers appalled, including the State Federation of Lesbians, Gays, Trans and Bisexuals, which condemned Snickers for the “shameful and unfortunate” move of “[perpetuating] stereotypes and [promoting] homophobia.”
Irene Montero, the country’s minister for equality, also gave her two cents about the advertisement on Twitter. “I wonder who would think it is a good idea to use homophobia as a business strategy. Our society is diverse and tolerant,” she detailed. “Hopefully those who have the power to decide what we see and hear in advertisements and television programs will learn to be as well.” Per the Guardian, some customers have threatened to boycott the brand.
The video couldn’t have been more untimely, as it was posted just weeks after a fatal beating on 24-year-old Samuel Luiz, a gay man, that left him dead. Six people were arrested for their involvement in the suspected homophobic attack.
Snickers Spain eventually took down the advertisement, which it said it had assumed was a “friendly and lighthearted way” to showcase how “hunger can change your character.”
The company shared in a public statement: “At no time was it intended to stigmatize or offend any person or collective.”
Snickers owner Mars Wrigley also expressed regret for the campaign, writing in a statement, published by the Guardian: “We would like to wholeheartedly apologize for any harm caused by a recent advert for Snickers Ice Cream in Spain. We recognize that we got it wrong and have removed the online content immediately. We take equal rights and inclusion seriously; we want a world where everybody is free to be themselves and we believe that as an employer and advertiser we have a role and a responsibility to play our part in creating that world.”
Mars closed its apology with a promise to “listen and learn from this mistake and do better.”
[via The Guardian, cover photo 105170575 © Ekaterina79 | Dreamstime.com]
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