This Super Bowl Snickers ad has
unleashed a storm of criticism from activists. Examples: GLAAD,
Matthew Shepard Foundation Condemn Anti-Gay SNICKERS Campaign
and
Human Rights Campaign Condemns Violent and Homophobic Marketing
Campaign by Mars, Inc.).
But I've heard several accounts regarding gay guys gathered to
watch the game who reacted to the ad with hoots of laughter, seeing
it as lampooning homophobia rather than homosexuality. So, was
Snickers stoking the fires of intolerance in order to foster sales,
or are gay activists manufacturing controversy for PR and funds
from their provoked donor base?
Or could the ad in and of itself be innocuous, even good-natured
fun, but still allow those squeamish about homosex to feel
validated?
More. Some of the negative responses were
provoked by these "player reaction" spots (here and here), which ran
on the Snickers website (they're gone from there now).
Comments Roy:
If you want to see something truly funny, read this
thread on Free Republic. Some of them have been calling in
complaining that the ad seems to endorse homosexuality. Mars, Inc.
must be spinning.
Indeed!
Still more. IGF contributing author James
Kirchick offers his take: "what do
gay rights groups with tons of money on their hands spend their
time doing? Fighting against anti-gay ballot initiatives? No,
condemning supposedly homophobic television commercials."
Kirchick includes a link to gay Democratic activist/outer John
Aravosis
at AMERICAblog:
The Mars family, that produced the violently homophobic ads, is
one of the top billionaire Republican activist families in the
country.
See, it's all part of the great rightwing conspiracy!
And more still..
USA Today, which scored the spot highly at 9th in its ranking
of Super Bowl ads, finds an activist who breaks ranks:
Cyd Zeigler, co-founder of Outsports.com, a website for gay
sports enthusiasts, says he saw it at a Super Bowl party with 30
gay friends-and no one had a problem with it. "I simply wasn't
offended by it," Zeigler says. "I just don't see how a couple of
mechanics pulling out chest hair because they kissed is
offensive."
Still, the paper reports that "marketing experts" advise, "They
might want to develop some very positive program to show they're
progressive and inclusive" or "run an apologetic national
newspaper."
See 'em all. Chris Crain has
posted on his blog all four versions of the ad (the one that
ran and the three alternate endings once available on the Snickers
webste), as well as the two "player reaction" clips. He comment, in
response to HRC's offer to put Snickers in touch with "any number
of GLBT Americans who have suffered hate crimes," that:
Well I, for one, am a gay American - how, exactly, can one
person be G, L, B and T anyway? - who has suffered a hate crime,
and I am more disturbed by the gross overreaction of these overly
earnest gay rights groups.