WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Snickers
Ad Title: Marilyn - Super Bowl
Business Category: Confectionery/Candy/Gum
Media Outlets: Television
Country: United States
Region: US National
Agency: BBDO Worldwide
Year: 2016
Target: Mainstream
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Theme(s)

Dude Looks Like a Lady

Theme Breakdown

AdRespect Score: 
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Mars Inc. continues its "You're Not You When You're Hungry" gender reversal campaign for Snickers, which has featured Betty White and Joan Collins as men.

This time Willem Dafoe appears as Marilyn Monroe during the classic dress-over-the-subway-grate scene from "The Seven Year Itch." This approach, while some may find amusing, doesn't exactly break any barriers and will bother many transgender folks. We're mostly supposed to be laughing at the gender mismatch (and maybe the choice of Willem Dafoe).

This might be a shade better than their violent, homophobic series that got pulled in 2007, when two men "accidentally kissed" and had to "do something manly" to make up for it, such as beat each other up.

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