Mars Inc., Chest Hair - Super Bowl

Members:

2007 Television 55% Report A Problem

Two blue-collar male archetypes are working under the hood of a car when one produces a Snickers bar from his front pocket and lets it hang from his mouth cigar-style. He proceeds to consume the candy bar hands-free like it's an oversized spaghetti noodle.

Reminiscent of Lady And The Tramp, one of the two mechanics notices the other's peculiar method of consumption and is tempted to bite the other end of the candy bar until he meets his friend for an inevitable "kiss" mid-Snickers.

Stunned, the two men step far away from each other, and one of them says, "I think we just accidentally kissed." The other responds, "Quick! Do something manly!"

They both rip patches of hair from their chest and scream in pain until the close of the ad.

The ad premiered during the 2007 Super Bowl, and four versions of the spot were available via the company's website, each with different endings. The site allowed users to vote on their "most satisfying" outcome, and this version was in last place.

The Human Rights Campaign (HRC) issued a press release insisting that Snickers pull the campaign, and the company responded by pulling the ads from their website.

The ad has been panned by critics, including an article by Dan Wetzel at Yahoo! Sports and a commentary by Bob Garfield at Advertising Age.

The ad earns a Negative rating because it suggests that accidental contact between two men of the same sex is worthy of self-mutilation in order to assert the authenticity of one's heterosexuality.

Company

Mars Inc.

Brand

Snickers

Industry

Confectionery/Candy/Gum

Media Outlet

Television

Country

United States

Region

North America

Agency

TBWA Worldwide

AdRespect Themes

Same-Sex Affection

Homo-queasy

Insufficient Masculinity/Femininity

Homophobia/Transphobia

User Comments

Annemarie

I'm a lesbian. I was not offended. I actually found it to be pretty hot!

George Berberian

Although I understand the reasoning for this spot to be considered homophobic, I have to say the first time I saw it I thought it was pretty hilarious. I mean, it is a bit strange seeing the Snickers bar hanging from one guy's mouth, and then ripping their chest hair out was also weird. However, it certainly is a memorable commercial!

Anonymous

No more Snickers or other Mars products for me ever.

Chuck Burford

As a 62 year old Gay man, I saw no offense in the ad and saw the humor M&M related. People today are too quick to become offended at the least little thing.
If this had been done by the Act Up people, we would blame the Straights for being homophobic.
Grow up America!

Bobby

Come on! This ad isn't negative. It's realistic. When two straight guys kiss each other by accident, they freak out a bit. I know, it happened to me when I was in the closet. I thought he was gonna move his head, and he thought the same, and our lips locked for like a second. Then we both freaked out.

Mike Ashlock

I love this ad. Could critics be missing a point? This is desensitization about a taboo topic targeted at a population that doesn't have a dominant cultural way to express their comradship. And all done with great humor. Check out the Celludoid Closets link to other Snickers ads and see if their ad folks aren't on our side. After all, how does an organization approach a scared audience most effectively except with humor. Those alternate ads didn't play, did they? But they sure are a defense against Christian boycotts. The gay community's primary response is somewhat like the adverse reactions to Walt Whitman's poetry. He managed to tell his story in an ambiguous way when no other would have worked. Thank them and buy their product.

James Rudoff

This ad is hysterical and totally gay positive by demonstrating how ridiculous homophobia is. The ad makes it clear that these two bigots are so idiotic, insecure, and paranoid that they'd actually mutilate themselves over an act that had no sexual implications whatsoever. You've done Mars a huge disservice.

Mark

The ad is actually rather clever and would have been interesting if it ended with the kiss, the fade to black, and some voice over or cute slogan had appeared, such as "What would you do for a Snickers bar?" Whatever. What makes this ad so irritating to both gay and straight men and women, is that we know who's behind it. The ad is made by gay people who flirst with the issue of homosexuality, but wish not to offend so they take a giant leap backwards after taking a tiny step forward. Straight guys wouldn't even flirt with the issue. It's annoying because the ad lacks any daring or creativity. It caters to the lowest common denominator. It makes everyone feel dirty and stupid after watching it. Ad execs are so out of touch with the public, they don't know when to stop. Gay people are as annoyed with "straight gay sex" jokes as straight people. We're not fools. We see the gay wimps behind the ads. Give it up, or have the guts to make something that even you, a gay ad executive would want to watch. It's the 21st century. Straight guys in commical gay hijinks is not longer funny.

I would have overlooked everything and given them a "Love It" had they had two really good looking guys playing the mechanics!!!! These 2 butt ugly guys are such a waste of my time.

Bryan Nickles

C'mon people get over it! This is funny! These guys realize that the kiss wasn't so bad but they don't want to admit it, so they do something stupid to make up for it. This is how I laugh at straight guys!

Mark

Aside from the ad being offensive, it managed to turn off both gay people and straight people. It takes an extremely talented firm like TBWA/CHIAT/DAY to do that. Oh wait, they were supposed to do the opposite. What a bunch of losers!

Mark Minervi

I am not in the least offended by this ad. Do I think it's a great ad? No. Would it make me buy a snickers bar? Of course not. It was clearly not a very well thought out ad campaign meant to appeal to the "manly man" watching football. Not once do they say "Oh my god, we're queer now." If anyone should be offended, it should be the straight men watching the superbowl. This commercial wasn't a commentary on gays, it was a commentary on homophobia. Straight men should be offended that M&M/Mars thought it would be funny to speak for them and issue this feeling on their behalf.

This is offensive to gays and will not to be tolerated. I won't ever buy any products from Mars Inc.

J D

The ad is stupid and immature, but it could also be seen as a comment on the ridiculous ends homophobia drives hetero men to.

Ronald Hoffman

This is offensive to gays and is not to be tolerated. It is simple. I will not buy any products from Mars. Inc.

Billy

I am sorry, but anyone who found this ad offensive, and particularly to the point of boycotting Mars products are as silly and over reactive as the straight guys in the commercial. The ad was funny. Two straight guys accidentally kissing, then ripping out their chest hair to prove their manliness...funny stuff... If anything, the ad was making fun of homophobia. I think it is a real shame that so many people are so quick to scream "homophobic" at the slightest thing. And to be so very offended as to say that one will no longer buy this product is just plain ridiculous.

Terrence

I agree that he is a little uncomfortable about being "caught" in jewelry and makeup, but at the end he smiles and seems to laugh it off as he closes the door and heads back to play with his daughter. He is clearly a tolerant man to go along with his daughter's ideas of play. It's not his idea, but he is happy to play along because he loves her. My sense is that he doesn't regret it either, even after getting caught. It could be he is laughing at the reaction of the construction guys, his own, or just the awkward moment that will no doubt be remembered. Subtle and well done.

Chris D

The ad was ridiculous and I am a candy junkie, but I will boycott Mars from now on.

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