Advertising gone wrong

Making sure that an advertisement does not create any controversy is very important. One example of advertising gone wrong was Snickers chocolate commercials aired in the United States during the Super Bowl in 2007. The commercial was about two mechanics sharing a Snickers bar from both ends and so their mouths touch making them feel like they should do something manly so they start ripping off their chest hair. There was a website on which people could on log onto and vote for alternative endings to the commercial. These alternative endings included, one mechanic beating the other with a wrench and another ending was where the men guzzle motor oil because it is seen as being 'manly' and somehow it eases the tension and the awkwardness.

This type of commercial promotes anti-gay bullying and teaches children that it is correct to act this way. It gives teenagers the impression that hating someone for being gay or lesbian is the right way to behave. It is this type of controversial advertising that leads to the death of innocent teenagers because they are bullied and beaten for being 'different'.

In 1998, Judy Shepard's son was beaten to death for being gay. She said, "It essentially gives 'permission' to our society to verbally or physically harass individuals who are gay, lesbian or bisexual." She goes on to mention that people who watch these advertisements look up to these professional sports figures as role models and that they should set a better example.

Below is the commercial that aired during the Super Bowl. The commercial did not air in Canada and the website where the alternative endings were available for people to vote on, is now not functioning.