Additional Information


Content

Viral Review: Snickers courts controversy with non-sexist builders ad

Social video experts Be On review the latest viral ad by Snickers in Australia.

Snickers: controversial campaign

Snickers: controversial campaign

Share this article

The ad series has definitely taken a wrong turn with this one. 6/10

The popularity of using real people in real situations in viral video at the moment shows no sign of abating. 

From Pepsi Max scaring travellers at a bus stop to encouraging people to give up their jackets for a shivering boy to raise awareness of children in Syria, marketers from different industry sectors cannot get enough of reality.

Snickers Australia has decided to get in on the act using its long-running global campaign, "You’re not yourself when you’re hungry". The scene this time is a building site and – keeping with the theme - a group of construction workers shout statements about women empowerment from rooftops at passing females.

The video execution is very decent, with well-delivered lines by the builders and genuine reactions from the female public. However, the inspiring and positive experience ends bitterly; with the implication that those men are not themselves when being respectful to women and should eat a Snickers to return back to their normal sexist selves. The ad series has definitely taken a wrong turn with this one.

The controversy stoked by this ad might actually be what the Mars-owned brand was going for. After all, provocative advertising has been known to drive views and though mostly negative, the video has been sparking conversations. 

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Mouth to mouth External website

by Greg Taylor, 19/09/2014

 

Who’s marketing you? External website

by Rachel Brushfield, 19/09/2014

 

Back to top ^