The Snickers chocolate brand has been forced to apologize after sparking controversy in Spain with the publication of an advertisement, which both politicians and users of social networks described as “homophobic”.
The 20-second ‘clip’ shows two friends sitting on a beachfront terrace, one of whom is Aless Gibaja, a well-known Spanish ‘influencer’ member of the LGBTQ + community. When the waiter details the order, he asks for it “with vitamins a, b and c, hugs, kisses and caresses ‘around the world'” before the bewildered gaze of the other man.
Immediately, the waiter responds by handing Gibaja a Snickers ice cream bar. After receiving the product, the customer’s attitude seems to transform to that of a bearded man, who with a deep voice claims to feel “better”.
Faced with the wave of LGTBIphobia, with assaults and even murders, Snickers cannot think of any better idea than to make a garbage commercial to tell you that you are not yourself if you have a pen. Ignore his LGTBIphobia, you are free to be as you please. pic.twitter.com/wFgJ92gLkl
– WE CAN (@ WE CAN) August 5, 2021
“It is shameful and regrettable that at this point there are companies that continue perpetuating stereotypes and promoting homophobia and plumophobia, “commented the LGTB State Federation showing its willingness to train the company next time.
The Minister of Equality of Spain, Irene Montero, spoke in a similar tone, wondering “to whom it might seem like a good idea to use homophobia as a commercial strategy.” “Our society is diverse and tolerant. Hopefully those who have the power to make decisions about what we see and hear in advertisements and TV programs will also learn to be so,” he reflected.
Given the thousands of criticisms from users on social networks, Snickers eliminated the original video of their profiles and apologized for the “misunderstanding” that may have caused your advertising campaign. “At no time has it been intended to stigmatize or offend any person or group. This campaign sought to convey in a friendly and casual way that hunger can change your character,” they alleged.
Despite the company’s statements, the accusations have not stopped and many Internet users even attacked the advertising agency that produced the video, Contrapunto BBDO. The controversy comes amid a series of homophobic attacks and related killings that have rocked all of Spain in recent months.
