Oh dear, they really haven’t learnt. This ad (from the same agency that came up with the infamous Heinz deli mayo ad) has caused a stir in the States for apparently being homophobic. The Ad was never broadcast in the States, but after complaints from the HRC, Mars (the company that owns the Snickers brand) decided to pull the ad word-wide (before its US début).

Here’s the issue, it’s NOT a homophobic ad. Sexist, certainly; but not homophobic. Here’s the lowdown; Mr T shouts to the speedwalker “Speed walking?! I pity you fool! You a disgrace to the man-race. It’s time to run like a real man”. Now okay, calling an ‘effeminate’ man a disgrace to the man race is certainly perpetuating sexist ideals of masculinity – I agree that that is wrong on sexist grounds. What I don’t understand is why this advert has been pulled for causing offense to gay people?! Is speedwalking an exclusively gay pursuit?

Suggesting that a ‘weak’ man is necessarily gay IS HOMOPHOBIC and plays directly into the stereotypes that the homophobes love to perpetuate. What’s worse, the Human Rights Campaign (an American gay rights organisation) are the ones that caused all the fuss in the first place, saying:

The notion that the gay, lesbian, bisexual and transgender community is a group of second class citizens and that violence against GLBT people is not only acceptable, but humorous

What?! Where’s the presumption come from that this guy is gay? My God, what is wrong with the HRC or Mars?! In a recent comment, Mars said:

This ad is the second in a series of UK Snickers Ads featuring Mr T, which are meant to be fun and have been positively received in the UK… However, we understand that humour is highly subjective, and it is never our intention to cause offence. Accordingly, we have pulled the Mr T Speedwalker ad globally.

Advertising people around the world, feel free to consult me for an injection of some common sense before either releasing (or indeed pulling) any adverts in the future that have even the slightest hint of something a little queer. Even if only the bigots think it’s gay – give me a call, I’ll set you straight (so to speak).

Note: The clip still appears on their website getsomenuts.tv

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