Mars Inc., Motor Oil - 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 frantically consume motor oil and antifreeze while screaming and gargling barbarically.

This is one of three alternate versions of an that ad premiered during the 2007 Super Bowl, and all four ads were available via the company's website. The site allowed users to vote on their "most satisfying" outcome, and this version was in first 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 drinking toxic substances 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

Robert

Aside from being homophobic, this ad is dangerous because it may encourage children to drink toxic substances such as oil or windshield-washer fluid. I hope Snickers gets SUED big-time if this ad results in any deaths.

Ron Pierce

Personally, I don't understand why gay groups are upset about the commercial. I think it is a spook on the two mechanics who obviously have a "thing" for each other and can only get within kissing distance using a phallic shaped candy bar. Seen that way, it is a riot.

Eric Barnes

You guys seriously need to get over yourselves with the two mechanics. The message is that gay happens even to ordinary straight guys minding their own business, and much as they wish it wouldn't.

Calder Falk

I don't know what has gotten into me. Normally I hate these infantile "homosexual panic" kind of episodes, but for some reason I didn't mind it in this ad campaign. I am sure it's just as homophobic as all the others, but it made me laugh and I think (at least I'm hoping), it's because their reactions are so over the top. Usually the males in question vomit or scrub their mouths or genitals because they feel "sick and dirty", but these guys are so ridiculous, it's almost like it's making fun of their reaction.
I'd be the first one to admit I"m wrong, but I have to add in my defense, I also found the kiss between the two, schlubby as they were, kind of hot.

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