The candy bar giant Snickers forced to pull their new advertisement in Spain amid criticism that spreading homophobia. The advertisement was featuring Aless Gibaja, a social media influencer in Spain turning in to a bearded man after taking a bite from Snickers bar. The commercial also depicted Gibaja in a ‘sexy’ way which the waiters at the restaurant make fun of. Later one of the waiters gives him a Snickers and after taking a bite he transforms in to a ‘man’ with deep voice. The advertisement ‘is supporting the idea of ‘becoming a man’ rather than being a woman or a person with different sexual identity’ some pointed out.
The commercial faced wide criticism and many people condemned that it was spreading homophobia. There were even calls to boycott the brand. Many organisations representing Lesbians, Gays and Bisexuals also came in against the 20-minute online advertisement.
“I wonder who would think it is a good idea to use homophobia as a business strategy,” Spain’s minister for equality, Irene Montero said on Twitter.
Later on, on Thursday, Snickers Spain said it would immediately pull the advertisement and apologised “for any misunderstanding” that may have been caused by the campaign. “In this particular campaign we wanted to convey in a friendly and lighthearted way that hunger can change your character,” it said in an online apology statement. “At no time was it intended to stigmatise or offend any person or collective.” it added.