Snickers Spain's 'transformation' ad turned an effeminate man into a bearded one

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.