Ads that Failed: Snickers Do Something Manly
Toxic masculinity promotes the idea that men are supposed to adhere to chauvinistic cultural norms that exaggerate qualities like dominance, anger and lack of empathy. This is not only harmful and insensitive but is also extremely primitive in the 21st century.
Snickers’ 2007 Superbowl gained attention for all the wrong reasons. With an ad with the title, ’Do Something Manly’, they managed to offend not only men, but women, and people from the LGBTQ+ community as well. The ad is soaked in homophobia and toxic masculinity. It shows two men fixing a car and one of them takes out a bar of Snickers and the other tries to grab a bite of it and in doing so they accidentally lock lips. To prove that they’re not homosexual they both decide to do something manly and put up a grotesque and savage display of acts. As if this wasn’t bad enough, the ad ends with another person joining the party and he asks them if there’s room for three.
The ad missed the mark because of its insensitivity to homosexuals and also because it was built around a concept that is utterly criticized in today’s times.
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