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Um… can Snickers please stop hating gay people? We like nougat, too.
Last year, there was that stupid-ass ad where the guys accidentally kiss, and then have to rip out their own chest hair to counteract any of the gay germs they might have contracted. You know, the germs that would have subjected them to… what, exactly? An increased ability to show affection? (For more on that first Snickers ad, visit Towleroad.)
And now there’s this fucking thing:
So let’s see here, Snickers bars. First, we have a guy who’s speed walking. He’s swiveling his hips and throwing his arms around and… Wait! He’s not very manly! Quick, scorn him!
And here comes Mr. T, that born-again Christian, to physically and verbally berate the gay stereotype. Thank God he’s here! Thank God he calls the guy a “disgrace to the man race,” and then fires Snickers bars at him out of a tank. Because hurling projectiles at someone who seems weak? That’s what the world needs, Mr. T. That’s totally Christian.
Oh, and the slogan at the end? “Get some nuts?” Creative, right? A clever joke about testicles, and how Snickers bars can grow them for you!
Jeez… can someone explain to me how this is anything but homophobic? Because really, all I see is the panic and fear. All I see is a bid to make certain heterosexual men feel proud of their intolerance by making jokes that reinforce it. The entire commercial tells homophobic men that it’s okay to be afraid of men who aren’t like them, because Snickers bars are afraid of those men, too.
Ugh. Consider me a permanent fan of Nestle Crunch.
35 responses so far ↓
1 Jim // Jul 16, 2008 at 6:52 am
Should I be worried of getting pegged by Snickers bars next time I run?
2 Collin H // Jul 16, 2008 at 8:22 am
Hrh. I guess I can see your point, but I just don’t feel offended by it. I think it’s because I’m distracted by the sheer radness of a gatling gun that uses sweet, delicous candy as ammo. Maybe it’s cause I didn’t really get a super gay vibe off the speedwalker. He just seemed really nerdy to me. If he was wearing pink daisy dukes and listening to Midler, I might be more offended.
But man, that sure is one lowest common denominator of a slogan isnt it?
Is Snickers still the official candy bar of the Olympics? I always found it odd that the world’s celebration of physical achievement was backed by caramel and nougat.
3 Mark Blankenship // Jul 16, 2008 at 11:08 am
Good point, Collin. In another context, I would find a Snickers gun the a Weapon of Mass Deliciousness. But this ad still pisses me off. Even if we don’t read the guy as gay, we can still read him as “unmasculine,” since Mr. T. calls him as “disgrace to the male race.” And telling people they have to fit into a box of predetermined stands–gay or straight–really irritates me. Especially when it’s supposed to convince me to by candy.
As in… buy a Snickers, be a man. Or, um… how about you bite me, Snickers? Wait.. was that not very intelligent of me?
And I didn’t know the Olympics had an official candy bar, but it makes me feel more athletic just thinking about it.
4 Collin H. // Jul 16, 2008 at 2:24 pm
You know, it isn’t the first time T has had a problem with gender roles. According to Alex Winter’s commentary on the Freaked DVD, Mr. T was so bothered by playing the Bearded Lady that he actually walked out on them, forcing them to get stunt doubles to fill in when they could.
So, go check it out to see Mr. T in a dress against his will. And to see Keanu Reeves in dressed up as Ortiz, the Dog Boy. And the oldest brother from Blossom is in it too I guess.
5 Todd // Jul 17, 2008 at 2:54 am
It’s ads like that that make me appreciate my Tivo more and more. Why would a guy exercising even WANT a candy bar?
6 AG // Jul 17, 2008 at 4:17 am
Regardless of the tastefulness of the ad it doesn’t seem homophobic to me
To consider this ad homophobic is to connect the walk to a gay stereotype.
The ad doesn’t explicitly do that, the connection has to be made in the head of the viewer.
Ask someone not exposed to pop gay culture (my grandma in india for example) and they wouldn’t say its gay. I would agree with Collin H that its a nerdy walk (nerdaphobic?).
If someone considers this ad homophobic it is a reflection of their own views on gay stereotypes. Granted there might be some idiots that laugh at it thinking “what a fag”, but thats a reflection of them, not the ad.
To think the ad is homophobic just shows a inclination to buy into the gay stereotype; regardless if you agree with the stereotype or its value.
7 Robin // Jul 17, 2008 at 5:02 am
If any, it’s the “real man” that should be offended. They are the ones made ridiculous. Haha, great adds!
8 Bob // Jul 17, 2008 at 8:15 am
Yeah it’s offensive, but those Snickers are dang tasty.
9 tim // Jul 17, 2008 at 8:25 am
This reminds me of the dustup from conservatives over Wall*E. You let your ideology get in the way of just enjoying the darn movie. This is a silly commercial. To tag this “speed walker” has a gay stereotype is really a stretch. And the fact that Mr. T is a “born-again christian” is meaningless in this context. Perhaps the speed walker is a mormon or a orthodox jew? Do you know? Would it make a difference?
10 Mark Blankenship // Jul 17, 2008 at 9:38 am
Hey guys… thank for the great comments! As you’ll see in new post I just put on the site, the discussion here has helped me refine my thinking.
11 Sheana // Jul 17, 2008 at 10:27 am
Er, yes, extraordinarily offensive and - yup - homophobic. In the U.S., at least, there has developed a certain stereotype about gay men - the way the walk, the clothes they wear, the way they look. Even if it’s unspoken, the commercial employs this trope of stereotypical male homosexuality as a violation of manhood, and the way to “fix” it - to become more manly/to become less homosexual - is to eat a Snickers. Because it has more nuts, apparently.
If you’re not familiar with the cultural connotations of the walk/”swish” as depicted in the cartoon - fantastic for you for evading what has become a common theme in U.S. popular culture. But to acknowledge the existence of that stereotype AND to say the ad isn’t offensive/isn’t employing homophobia is just plain idiotic.
12 the greek // Jul 17, 2008 at 10:42 am
personally, i laughed my ass off
i don’t think that guy was supposed to be gay at all…just not really running…i think you are heterophobic
13 the valrus // Jul 17, 2008 at 11:24 am
I hear those things are bad for you anyway.
Tanks, I mean.
14 Aaron // Jul 17, 2008 at 11:32 am
I agree that this ad is not homophobic, and that it is only because we wrongly associate being unmanly with being gay. With regards to the previous ad of the two mechanics accidentally kissing, I also do not think it is homophobic. It is actually ridiculing the homophobia that plagues much of the male society.
15 Frank // Jul 17, 2008 at 11:45 am
As others have noted, I think it’s only homophobic if you equate “unmanly” with “gay”.
It’s anti-effeminate men, I suppose, but there are all kinds of ads out there that are “anti” one group or another.
16 Phreaked // Jul 17, 2008 at 12:01 pm
http://www. phreaked.wordpress.com
How about we take it to the other extreme and mention how this “not-very masculine” man is the only one on the block working out??
Not to take stereotypes over the edge in the other direction, BUT gay men usually take better care of themselves! The REAL disgrace to the man-race is Sloppo-Straighto sitting on the couch eating his fucking 1 POUND Hunrgy Man meal.
I’m not positive this ad is homophobic, but it’s TIRED in that it’s humor is something that my Dad would find funny, Whereas we find it completely idiotic… BEACAUSE of the implications. I see why you find it homophobic though, it’s not a stretch since the implications are SUBTLE, but being critical… you will bring them right to the surface
17 the greek // Jul 17, 2008 at 2:34 pm
stereotypes…they are everywhere…in this blog and in that ad…everyone labels…deal with it
18 Annie // Jul 17, 2008 at 2:47 pm
It’s anti-nerd, not anti-gay. Why are you identifying yourself with a character who is clearly just annoying out-of-style?
Honestly, I think someone on the creative team–or more than one someone–probably IS gay. The whole campaign seems to be about ridiculing the narrow-minded.
19 DocChuck // Jul 18, 2008 at 12:04 pm
One of the funniest commercials I have ever seen. Better than most of the “Bud” ads.
20 groverwatts // Jul 19, 2008 at 1:30 am
i was just commenting on this today, hopefully it isnt offensive to anybody. Why is it that just by standing people next to each other it seems (in NYC anyway) you totally notice that there IS a gay style of dressing, a typical gay dog that people can have, places they go, etc. I think that blows… it implies that being gay is some kind of style, or look that is modeled off of some… uhh “model” gay people… but i wonder if that means anything? Do groups of people model themselves after a very small select group of people and then get upset when they are stereotyped? If i listen to hiphop, and i like most of my peers look like 50 cent, isnt the point of that so that people identify you on sight as being with a certain crowd? they why would calling attention to that stereotype (that is still adhered to in a big way by its own constituents) be considered offensive?
21 Alex // Jul 19, 2008 at 8:53 pm
The problem is that the culture of the moment is an attempt to scare men into puffing out their chests like birds at all times. It’s the unspoken societal equation of effete = gay. If there weren’t that great unspoken, I think that wouldn’t be a problem.
It’s not that they’re being transparently homophobic in this ad, it’s the implications that are made not neccesarily BY the ad, but by the connotations usually exemplify in North American society. And a good deal of the problem we have is that even if we in the gay community don’t NECESSARILY associate homosexuality with emasculation, Billy Bob in Oklahoma almost certainly will, and we all know it. THAT’S what gets a lot of people’s blood boiling (including myself, admittedly, though this ad didn’t quite make me scream with bile and blood and theatrics and whatnot).
22 Megan // Jul 20, 2008 at 4:40 pm
All that hooplah about the first ad you mentioned really got to me and i was frustrated no one else was on the grrr train with me. i’m not sure what’s more homophobic–the ad itself or the fact that it was pulled after all the scandal about the fact that it showed two guys (ACCIDENTALLY) kissing. ridiculous. I hear everyone’s comments about equating unmanly with gay in this particular ad, but come on. a guy should be able to fast walk in his hotpants without being violently attacked by chocolate. i think he’s sexy.
23 Grant // Jul 20, 2008 at 10:38 pm
Of COURSE this ad is homophobic. The guy walking along is swishing his hips and upon getting pelted with the candy bars, flails about like woman. The “sissy” is an ages old, coded stereotype of a gay man. I’m sure the ad isn’t explicitly implying that the speedwalker is gay, but his behavior combined with the slogan “get some nuts” makes it quite clear that he is less than a real man, which is what many straight people consider gay men to be.
24 BrieCS // Jul 21, 2008 at 11:03 am
What I have to ask is why you feel you have the right to be so offended by this false stereotype when you feel the need to stereotype someone because of their status religiously? It makes you just as low as them.
Unfortunately, your video wouldn’t work for me, so I couldn’t review the video, and by the comments, I’m sure it’s offensive to stereotypically effeminate men who are geeky, but not necessarily only gay men.
25 Mark Blankenship // Jul 21, 2008 at 11:20 am
I figured the religion thing would come up. I do not mention his religious beliefs to mock or stereotype him. Based on his faith, I find his appearance in this ad–which shames other people–hypocritical. But I have absolutely no problem with his faith per se.
26 Josh // Jul 21, 2008 at 2:06 pm
Hmmm - so it’s OK to refer to SOME stereotypes (re. “Billy Bob from Oklahoma”) but not others?
Hypocrites. Plain and Simple.
Yes, I’m from Oklahoma. No - I don’t see the ad as homophobic. Pointless - yes, a poor attempt to tie into some ideal of machismo to sell candy? - yes, but homophobic - no.
27 mr T // Jul 22, 2008 at 5:20 am
I think the fast walker is being hounded by mr T because it’s the same guy whom very unmanly faked an injury in a soccer game in an earlier snickers ad.
28 Alex // Jul 23, 2008 at 6:48 am
Note: Using Billy Bob from Oklahoma does not mean that I’m personally attacking all Oklahomans. I’m referring to Averege Joe Blue Collar that this ad targets. They could be from any state and any country, and Oklahoma just had a nice ring to it. I don’t really think my throwaway example merits personal attack. Thank you.
29 RS // Jul 24, 2008 at 5:18 pm
I completely agree with AG, you said it perfectly. This was even on CNN, if you want to associate the way the man is walking as homosexual, then that’s reflective of your own personal views of Homosexuals. I certainly did not associate the walk by thinking the guy was gay, it is only making fun of speed walking…which does look pretty funny.
30 zoe // Jul 25, 2008 at 10:46 am
seriously? people are claiming it is not a depiction of a gay man?? how much more f-ing po-faced PC do you want to be?! “I don’t see that, if YOU see that, it is a reflection of YOUR obvious homophobia and stereotyping”. WTF!?
acknowledging an advertising company’s use of a stereotyped imagery does NOT mean you think every power-walker is gay, or that you are homophobic for being able to recognise that imagery.
you can’t ignore the message of the ad: acting or appearing ‘unmanly’ is a “disgrace to the man race” (yep - a direct quote!) and deserving of scorn. yes, it’s tongue-in-cheek, and as they have only aired the soccer version in Australia (which points more to ‘unsporting’ behaviour than ‘unmanlyness’) I didn’t think it was too offensive, but seeing the set of ads, it is CLEARLY promoting the idea that not acting within a narrow parameter of ‘manly’ behaviour and appearance is unacceptable, and to be attacked.
that is… a homophobic message.
If you can’t even recognise that….. I don’t know what to suggest to be honest. Stereotyping exists and is used constantly (and sometimes very well), even if you choose to deny it! If you can’t even discuss it….. well. Good one, Mark , for making a statement.
31 abayareabum // Jul 25, 2008 at 1:11 pm
I’m not gay but live close to San Francisco and I still for the life of me see why this is attacking gays? If anything it’s attacking health and fitness nuts speed walking around the block like twits. Its to bad, these promo ads looked liked they would have been funny and there would have been more. The people at Mars made a mistake to give in to a few uneducated whiners. But according to Bill Graham we’re a Nation of whiners.
32 Yum, Candy Bars // Jul 25, 2008 at 11:26 pm
I think the ad is hilarious. People are too damn whiney nowadays. It seems like everyone is up in arms whenever any group gets made fun of, except for of course Christians. Christians are constantly picked on by every just about everyone and it’s considered the norm.
33 Firefighter Jack // Jul 26, 2008 at 8:53 pm
Snicker bars must really hurt the thin skinned. It must especially hurt if you are effeminate. You cry to be tolerant, but you muzzle anyone who doesn’t share your point of views. I have seen more and more pro gay entertainment for the last 3 decades. But now Snickers has to pull an ad because it suggests something. Boy your ego must bruise very easy? Or is it that the gay are the most homophobic? I think the ad is hillarious. Can’t wait to share it with the gang at the firehouse. They will fall out of their chairs. They love humor!!!
34 Klute // Aug 13, 2008 at 4:06 am
Its a satire in the same vein as Home Improvement and ‘Tool Time’, but because its a 30 second bit the characters are more extreme.
lame, overly defensive (mr T is Christian so he must hate gays right?) rant. Try harder next time please.
35 Calgary Yank // Aug 19, 2008 at 10:06 pm
okay heres the thing. Though i myself am not gay, i have an aunt who is(who i love very much), i have many friends who are, my church minister is, and i even participated in the day of silence last year at my school, and i am for gay rights and gay marriage. now hears the thing. i do not think this ad is homophobic for one simple reason. the only evidence you have that the speedwalker is supposed to be a gay man is that his hips swish, hes wearing short shorts and that mister t says your a disgrace to the man race. well none of the people who i personally know are gay wear shorts shorts, none of them swish their hips like that, and would most likely agree with me that the speedwalker is being an idiot. you do know that gay men can be into tough sports like football or basketball(some have even played in the nba and nfl), and that straight men can be into stupid sports such as speedwalking right?
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