Wednesday, February 07, 2007

Snickers Didn't Satisfy

source: AOL News
"A commercial for Snickers candy bars launched in the Super Bowl broadcast was benched after its maker got complaints that it was homophobic.

The ad showed two auto mechanics accidentally kissing while eating the same candy bar and then ripping out some chest hair to do something "manly." "
Click the AOL link, above, if you'd like to see the commercial for yourself.

I've gotta say that I don't see this commercial as homophobic. If anything, it's a parody of (and, perhaps a statement about) the insecurities of American males - and over-compensation.

There's a big difference, in my opinion, between a commercial, tv show, or film that depicts homophobia and one that endorses it.


Gemini Girl aka GG said...

This would make even me uncomfortable if shown during a football game because of its connotation..but I would've felt the same way if it were a male and female..this would be a great skit for SNL but not during a game.
*just found your blog hope you don't mind me stopping by*

West said...

Welcome, gg!

B. Good said...

I thought ripping out the hair was stupid, lol, but I didn't "feel" any kinda way about the commercial. Its was just as silly as the rest. I didn't see it as homophoibic, then again, I'm not gay, so.....yeah.

Miz JJ said...

I think it can be perceived by people as homophobic. There is the angle of overcompensation, but really it is the sheer repulsion at having kissed a man and the need to do something 'manly'. I think it can be viewed either way. I never saw the commercial until after the brouhaha.

West said...

I tried to come up with a parallel situation involving fear of being or being perceived as African-American, but none of them came off as humorous or, more importantly, all that reflective of real life.

As I type this, I think, "What if the commercial had depicted some people's preference for lighter-skinned Blacks?"

I'm not sure that's perfectly analogous, but it gave me pause by blurring the lines between a depictions, parody, and endorsement.

chele said...

The commercial was stupid, not homophobic. Frankly, I think people need to stop being so daggone hyper-sensitive.

West said...


Miss chele, such language! ;)

TDJ said...

Say it again Chele! I'm with you - stupid, not homophobic.

Shai said...

I agree with Chele and TDJ.

Luke Cage said...

I cracked up when I saw the commercial myself. I've been calling it the Brokeback Snickers Ad... lol

Xiasuko said...
This comment has been removed by the author.
Xiasuko said...

I didn't see the commercial as homophobic either.

West, I was wondering if you could elaborate on that "light-skinned black" commerical you were thinking over? I'm curious if I would see that differently.

West said...

Sure, Xiasuko. I hope the following is at least mildly coherent, as I'm sleepy as heck, at the moment.

The original commercial showed how some heterosexual men are afraid of being seen as gay - so much so that they'd go to extremes to negate even the most insubstantial signs of homosexuality in themselves.

I tried to think of a similar situation involving Blacks or attitudes toward/about Blacks. The closest example I could think of had to do with a light-complexioned man overreacting to having done or said something that might make people think he's Black (light-skinned/mixed, of course).

Assuming the writers could match the humor in the original commercial, I wondered if Blacks would be in a huff about the anti-Black (negrophobic?) attitudes depicted in such an ad.

Maybe so.