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The Matthew Shepard Foundation and HRC joined GLAAD, which has vigorously criticized the use of the word "faggot" by various celebrities in recent weeks, in its condemnation of the Super Bowl commercial. The next day, however, the agency abruptly withdrew its request without having shown GLAAD the ad. The statement said, "Feedback from our target consumers has been positive." The company did not elaborate, except to say that some lists of top Super Bowl commercials had listed it among the best.Īccording to GLAAD, in early January the ad agency contacted the organization and asked it to review and provide analysis on a Snickers spot.
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"We know that humor is highly subjective and understand that some people may have found the ad offensive," the statement read. Previously, the ad was to run during a televised NASCAR event. Masterfoods USA issued a statement Monday saying that it does not plan to air the ads again – either on television or online. The ad was created by TBWAChiatDay New York.īy late Monday, the ads – and video of National Football League players reacting to them – had been removed from the company Web site. Snickers is a brand of Mars Inc.'s Masterfoods USA division. That ending is troublesome and sends a dangerous message to the public condoning violence against gay Americans, according to Joe Solmonese, HRC president. According to the Gay and Lesbian Alliance Against Defamation and the Human Rights Campaign, alternative endings to the commercial on the Snickers Web site include one in which the men violently attack each other.
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In the television spot, the men each rip off a patch of their chest hair. Gay rights leaders Monday, February 5 slammed a Snickers ad campaign that was launched during Sunday's Super Bowl, saying it was homophobic and promoted prejudice.Ī 30-second spot that aired during the game showed two auto mechanics who accidentally engage in a kiss after sharing a Snickers candy bar and then try to distance themselves from a perception of being gay by "doing something manly."