Snickers - El Chiringuito, Aless Gibaja ("The small bar", Spain, 2021)

Описание: Snickers in Spain pulled this controversial ad within days after its launch and apologized for any “misunderstanding that may have been caused” after the 20-second film was widely condemned for being homophobic.

The advert shows gay Spanish influencer Aless Gibaja ordering a “sexy orange juice” while a friend trades puzzled looks with the waiter. The campy gay guy says "With Vitamins A, B, and C... Little hugs (Abrazitos), little kisses (Besitos), and caresses (Caricias)... around the world..."

The waiter responds by handing Gibaja a Snickers ice-cream bar, and after a bite, Gibaja appears to transform into a bearded man with a deep voice. “Better?” the friend asks. “Better,” replies the man as the tagline reads: “You’re not yourself when you’re hungry.”

This tagline has been used by Snickers for years now, including very funny Super Bowl commercials (with Betty White, for instance:    • Betty White Snickers Super Bowl Commercial...  ) but also Liza and Aretha made an appearance:    • Liza Minnelli-Diva's Snickers Commercial(H...  , as did Joan Collins:    • Joan Collins & Stephanie Beacham SNICKERS®  . The all revolve around a "Diva"-theme.

The advert was heavily criticized after it began circulating online, with some calling for a boycott of the brand. The State Federation of Lesbians, Gays and Bisexuals was among those to condemn it, saying that it was “shameful and unfortunate that there are companies that continue to perpetuate stereotypes and promote homophobia”.

Spain’s minister for equality, Irene Montero, also weighed in. “I wonder who would think it is a good idea to use homophobia as a business strategy,” she said on Twitter. “Our society is diverse and tolerant. Hopefully those who have the power to decide what we see and hear in advertisements and TV programs will learn to be as well.”

Note: back in 2007 Snickers also had to pull a homophobic ad from their website "Love Boat":    • Snickers - Love Boat (Superbowl, 2007)  

The incident came weeks after Spain was rocked by the fatal beating of a young gay man in an alleged homophobic attack. The killing of 24-year-old Samuel Luiz sparked nationwide protests. It was part of a series of homophobic attacks across Spain that have made headlines in recent months, pointed out the far-left party Podemos. “In the face of a wave of LGBTI-phobia, including attacks and even murders, Snickers can’t think of a better idea than to create a trashy commercial that tells you that you are not yourself if you are effeminate,” it said on Twitter.

Snickers Spain apologized profusely and added: “In this particular campaign we wanted to convey in a friendly and lighthearted way that hunger can change your character. At no time was it intended to stigmatize or offend any person or collective.”

Read my article about Snickers for Marketing the Rainbow: https://www.marketingtherainbow.info/...