Wow. Color me amazed.
Lisa Wade at Sociological Images dissects an Australian tv ad for Snickers – you know, the disgusting candy bar with nougat AND caramel AND peanuts covered in chocolate, the one that pulls your teeth out as you eat it.
What’s the hilarious hook of this ad? Construction workers shouting at women – shouting things like “have a great day” and “what don’t we want? Misogyny!” Wo, cool, right? No. The construction workers are hungry, so they’re out of their minds. Hahahaha that’s so funny.
The construction workers are actors, but the women on the street are real and their reactions are authentic. The first thing women do is get uncomfortable, revealing how a lifetime of experience makes them cringe at the prospect of a man yelling at them. But, as women realize what’s going on, they’re obviously delighted. They love the idea of getting support and respect instead of harassment from strange men.
Hahahahahaha stupid bitches, so that makes it all the more hilarious when it turns out that the men are just Not Themselves because they’re hungry. Hahahahaha women, don’t you get it? EVERYBODY hates you. Everybody has contempt for you. Everybody thinks your pathetic aspirations to be treated like human beings are a huge joke.
The twist ending is a genuine “fuck you” to the actual women who happened to walk by and become a part of the commercial. I wonder, when the producers approached them to get their permission to be used on film, did they tell them how the commercial would end? I suspect not. And, if not, I bet seeing the commercial would feel like a betrayal. These women were (likely) given the impression that it was about respecting women, but instead it was about making fun of the idea that women deserve respect.
What a dick move, Snickers. I hope you’re happy with your misogynist consumer base, because I don’t think I can ever buy a Snickers bar again. What else does your parent company sell? I’ll make a note.
Have the ad.