Snickers Super Bowl Commercials

Snickers Superbowl Commercials

The 2007 Super Bowl included its usual line-up of both hilarious and heart-warming commercials. Unexpectedly, however, one shone above the rest and received negative reviews from viewers nationwide—a Snickers Super Bowl commercial created uproar in the gay community when it depicted two straight men coming together for an accidental kiss, while struggling for control of the candy bar. After their lips touched, they backed away and immediately attempted to cleanse themselves by performing a manly task—ripping out their chest hair. Some gay rights activists proclaimed Snickers was promoting homophobic feelings. Marc McCarthy, a spokesman for the Gay and Lesbian Alliance Against Defamation (GLAAD), commented, “this kind of prejudice was inexcusable.” He also went on to describe how he found it necessary for those responsible for the commercial to apologize and pull it off the air out of respect for those who were offended.

Superbowl Snickers Commercial

On Snickers official website, there were several different endings to the Snickers Super Bowl Commercial you could click to watch, and one alternate ending showed the men attacking each other after their lips inadvertently touched. The website also featured video of players from the Super Bowl teams reacting to the kiss, including one who mouthed, “that ain’t right.” Many around the country found the commercial ridiculous and funny. Some men, on local talk radio shows, took the “masculine” approach as well, and condemned it, not for being insensitive, but gross. Not every reaction, though, even in the gay community, condemned the commercial. Cyd Zeigler, co-founder of a popular website for gay sports enthusiasts, said he saw the Snickers Super Bowl commercial at a party with 30 gay friends, none of which were offended.

2007 Snickers Superbowl Commercial

Another organization, the Human Rights Campaign, complained to Masterfoods USA, the maker of Snickers. In a public statement, the president of the campaign said, “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.” Masterfoods USA is a division of Mars Inc., that produces Snickers as well as M&M's and other candies. They issued a quick response to the criticism they have received. A spokeswoman for Masterfoods issued a statement declaring the commercial would be taken off the air and on the Web site they run. Wanting to steer away from additional controversy, they also issued a general apology to viewers. They did not want to appear insensitive to their prospective customer base.