“Do you wanna hear a filthy word?…..” shouts the construction worker from the scaffolding to a passing woman. We at Female Breadwinners cringed before hearing the catcall, “…..Gender bias!”. We were not expecting that! The latest Australian advert for Snickers involves actors shouting non-sexist hoots, such as the one above, to passing women. The messages expressed are respectful, gender neutral and indeed empowering. One builder catcalls: “You know what I’d like to see? A society in which the objectification of women makes way for gender neutral introductions, free from assumptions and expectations. You go girl!”.
On the surface the ad appears to have an anti-misogyny theme. Sadly not all is as it seems and the slogan, “You’re not you when you’re hungry” hits your screen leaving you feel cheated and somewhat deflated after a refreshing moment is compared to that of a hunger driven madness. You are left questioning whether it is sexist or entertaining, and it has evoked this mixed reaction globally. There has been an massive response on Twitter with tweets such as;
“Why do these men have to be starving in order to believe #women deserve respect?”
Another one asks:
“Tagline at the end of the #snickersaustralia advert is confusing. So, when men are full they go back to being sexist?”
The advert appears to be sexist to men and women both alike. By suggesting that the men ‘aren’t themselves’ implies they’re otherwise a group of misogynists. Additionally, no person should be subjected to any street harassment scenario. A Mars spokeswoman stated in a Australian newspaper, “We do not endorse any behaviour that offends women or accept derogatory comments towards anyone”.
This video got our attention here at Female Breadwinners. So the question we are left with is: If the way to a man’s heart in through his stomach, are hungry men the only ones that believe in equality?