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HRC Appreciates Snickers Ad Pullage

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By now you’ve heard that Masterfoods pulled the allegedly homophobic Snickers commercial showing two men “acting manly” after accidentally kissing. In response to the news, Human Rights Campaign president Joe Solmonese released this statement:

While we are pleased with the initial response from Mars, this is not the time to spike the ball. This is the time to establish a dialogue with this company about why images that encourage bullying, on the playground and beyond, are dangerous.

After speaking with company representatives today, we hope to continue a dialogue and establish a working relationship with Mars Inc., as we have with the majority of Fortune 500 companies, about responsible marketing and fair workplace policies for gay, lesbian, bisexual and transgender Americans.

First of all, we love the sports reference, Solmonese. You’re so butch, lisp and all. We’re also impressed that you managed to work in a little self-congratulations without using your standard line about HRC being the “largest civil rights organization working to achieve [LGBT] equality”.

By:           Andrew Belonksy
On:           Feb 7, 2007
Tagged: , , ,
  • 6 Comments
    • dizzy spins
      dizzy spins

      Is GLAAD on a Meth bender? It seems like theyve been manically issuing proclamations left and right this month. Paris Hilton, Snickers, Isaiah Washington…Put down the pipe and chillax, guys.

      Besides, the Snickers ad wasnt homophobic. It was a commentary on how straight guys overreact to any perceived signs of gayness. But of course, lacking a sense of humor or irony, GLAAD couldnt pick up on that. I’d hate to know what they thought of Borat.

      Feb 7, 2007 at 1:02 pm · @ReplyReply to this comment ·
    • Mark
      Mark

      I’m sure HRC will have a nice check arriving in the mail from Mars Co. soon. Mission accomplished.

      Feb 7, 2007 at 1:07 pm · @ReplyReply to this comment ·
    • Donnie
      Donnie

      I love the response I got from my e-mail:

      “consumer.care@masterfoodsusa.com”
      to me

      show details
      10:25 am (23 minutes ago)
      In response to your email regarding SNICKERS BRAND .

      As with all of our SNICKERS Brand advertising, our goal was to capture the attention of our core SNICKERS consumer.

      Feedback from our target consumers has been positive. In addition, many media and website commentators of this year’s Super Bowl commercial line-up ranked the commercial among this year’s top ten best. USA Today ranked it #9 of its top ten pick.

      We know that humor is highly subjective and understand that some people may have found the ad offensive. Clearly that was not our intent. Consequently, we do not plan to continue to air the ad on television or on our SNICKERS Brand website.

      Please be assured that we appreciate your feedback and value you as a consumer. We will continue to forward your comments on to our Marketing Managers.

      Sincerely,

      Consumer Care
      Masterfoods USA
      A Division of Mars, Incorporated

      Damn… fuck them… They basically said in the e-mail back “Really we did what was best for us, doesn’t really matter if it offended you because you aren’t our ‘targent market’ (what are homophobes your target market?) and the ‘commercial critics’ ranked ours the highest so for you not to like it proves that you are stupid. However we will honor your request and remove it, but we made an awesome commercial despite you fags”. I will definitely make a conscious effort not to be buying Mars or Masterfoods products. Fuck them. What candy bar markets to the ‘faggot market’? Probably none.

      Still, if it were two women kissing it’d be fine. And on top of that if they did the commercial where a black person and white person of opposite sex kissed and then proceeded in the same action, I wonder how people would have responded.

      Feb 7, 2007 at 1:14 pm · @ReplyReply to this comment ·
    • jack jett
      jack jett

      if the mars company wanted to be current and cutting edge, they should have hired ted haggerd to shit out a
      snickers bar while james dobson ate it.

      now that is entertainment……….

      jack jett

      Feb 7, 2007 at 2:37 pm · @ReplyReply to this comment ·
    • Curt
      Curt

      Oh come on gays. Here we go again. Last month it was Fat Burger’s ad. This proves it, we gays must have no sense of humor. I thought it was hilarious. Can’t we as a group worry about more substantial issues? Like I said before quit being such a bunch of pussies!!!

      Feb 7, 2007 at 3:06 pm · @ReplyReply to this comment ·
    • Paul Raposo
      Paul Raposo

      Curt, I don’t know about all gays not having a sense of humour. But if you found that Snickers ad amusing, then clearly you do not have a sense of humour. There was nothing funny about that commercial, or the website featuring the “alternate” endings.

      We as a group do worry about “substantial” things, but we also point out obvious gay-baiting and homophobia, which is quite a substantial issue.

      Feb 8, 2007 at 9:30 am · @ReplyReply to this comment ·

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