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Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Snickers
Ad Title: Aless Gibaja
Business Category: Packaged Foods
Media Outlets: Television
Country: Spain
Region: Europe
Agency: BBDO Worldwide
Year: 2021
Target: Mainstream
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Theme(s)

Real GLBT Person

Sissies

GLBT Punch Line

Theme Breakdown

AdRespect Score: 
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Spanish blogger Aless Gibaja, dressed all in pink, orders a “sexy orange juice” at an outdoor restaurant as his friend trades puzzled looks with the waiter.

The waiter hands Gibaja a Snickers bar. Gibaja takes a bite and transforms into a more masculine, bearded man with a deep voice.

“Better?” the friend asks. “Better,” replies the man as the long-running campaign tagline reads: “You’re not yourself when you’re hungry.”

Other versions of this campaign stars flamboyant Elton John and actor Willem Defoe as Marilyn Monroe.

The ad was highly criticized by the LGBT community and pulled by Mars.

“In this particular campaign we wanted to convey in a friendly and lighthearted way that hunger can change your character,” it said in a statement posted online. “At no time was it intended to stigmatise or offend any person or collective.”

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