Masterfoods USA, part of Mars Inc., has reacted quickly to concerns over the allegedly prejudice-fueling ad campaign for Snickers. The Human Rights Campaign and the Gay and Lesbian Alliance Against Defamation complained to the maker of Snickers that their ad campaign was promoting homophobia. The ad had its first screening during Super Bowl XLI on Sunday.
“This type of jeering from professional sports figures at the sight of two men kissing fuels the kind of anti-gay bullying that haunts countless gay and lesbian school children on playgrounds all across the country,” Human Rights Campaign president Joe Solmonese said in a statement.
GLAAD spokesman Marc McCarthy said Tuesday the group believed “this kind of prejudice was inexcusable.” “Mars needs to apologize for the deplorable actions of its Snickers brand,” GLAAD president Neil Giuliano.
Apparently, the gay-themed campaign revolves around two men who come to kiss each other nibbling from both ends of a Snickers bar. What follows is a reaction of disgust, different in each ad variant. Three alternate endings to the commercial were posted on a special Snickers website created by Mars, Inc. In all three the men, two mechanics, do something to “neutralize” the accidental homosexual kiss. The alternate endings have them ripping off chest hair, the two John Does drinking motor oil, fighting with wrenches or being joined by a third mechanic who asks, “Is there room for three on this love boat?”