The encyclopedia · Advertising & PR · Marketing decision · 2021
Snickers Spain's 'transformation' ad turned an effeminate man into a bearded one
Snickers Spain's ad had a flamboyant influencer become deep-voiced and bearded after eating candy. LGBTQ groups called the gag homophobic; Snickers pulled it.
Snickers · 2021-08-06
What happened
In August 2021, Snickers Spain ran a TV ad in its long-running 'you're not you when you're hungry' format. Spanish influencer Aless Gibaja, styled in a flamboyant, effeminate manner, orders 'a sexy orange juice with vitamins A, B and C: hugs, kisses and caresses' at a beach bar while a friend and waiter exchange bewildered looks. After eating a Snickers, Gibaja transforms into a deep-voiced, bearded man.
Spain's State Federation of Lesbians, Gays, Trans and Bisexuals and other LGBTQ groups condemned the ad, saying the 'before' character's effeminate mannerisms coded him as gay and the transformation implied that hunger — not identity — explained his queerness, calling it 'shameful and regrettable' stereotyping.
Snickers Spain pulled the ad from TV and apologized for a 'misunderstanding,' saying the intent was only to convey that hunger changes mood, and that the campaign was removed immediately.
Why it happened
- The brand's 'transformation' format assumes the before-state is a flaw hunger explains — applying it to queer-coded mannerisms implied those mannerisms were the flaw, not a neutral before.
- A running campaign gimmick doesn't get a pass for casting choices — the same 'hunger changes you' joke reads completely differently depending on what personality trait is being 'fixed.'
- Calling the backlash a 'misunderstanding' answered a different question than the one being raised — critics weren't confused about the ad's meaning, they disagreed with the choice that produced it.
The lesson
Snickers Spain's transformation-format ad turned a flamboyant character into a deep-voiced bearded man after eating candy. LGBTQ groups called the format itself homophobic, and Snickers pulled it.
Aftermath
Snickers Spain removed the ad and apologized; the campaign format continued elsewhere without the specific casting and styling choices that drew the complaint.
Sources
- Snickers pulls TV advert in Spain after being accused of homophobia — ITV News
- Snickers Yanks Homophobic Spanish Ad Under Pressure from LGBTQ+ Groups — The Advocate
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