Over the years, the Snickers chocolate brand has maintained its campaign "you´re not you when you're hungry", despite the fact that many of these commercials have caused controversy similar to this commercial. another case was presented in México in 2011 in a commercial with the artist Anahí appeared, and in 2019 in a commercial in which the influencer Mario Aguilar appeared, we leave them below.
But in this 2021 Snickers launched a commercial in Spain to promote its Snickers Ice Cream product together with the influencer Aless Gibaja, who belongs to the LGBTIQ+ community. The commercial is called "el chiringuito" (the beach bar) and in this commercial Aless asks for a "sexy orange juice with vitamins A, B and C, hugs, kisses and caresses around the world", later the waiter gives him a Snickers and he becomes in another person (male) with a deeper voice, beard and some other masculine stereotypes, to later appear the slogan "you´re not you when you're hungry, Snickers ice cream".
The problem with this commercial is that it outraged the LGBTIQ+ community, since the ad can be interpreted in a way that chocolate can eliminate any trace of femininity just by eating it.
As we mentioned before, this type of campaign has already existed for a long time with the brand, the problem is that nowadays more and more people seek to break stereotypes about groups such as the LGBTIQ+ community, so the announcement was not presented under a social context that allows this type of advertising; Given this, and after the controversy, Snickers decided to eliminate its advertising and launch a statement on social networks, in which you can read "From the Snickers brand we take the rights of equality and inclusion very seriously and we believe that everyone has the right to appear as it is. Therefore, from Snickers we want to apologize for the misunderstanding that our new advertising campaign may have caused. At no time has it been intended to stigmatize or offend any person or group. In this particular campaign, the aim was to convey in a friendly and carefree way that hunger can change your character. Again, we apologize for any misunderstanding and, in order to avoid spreading a message that could be misunderstood, we will immediately remove the campaign."
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