Snickers Australia video gets some buzz, but not for the right reasons

If you’re a woman — especially a woman living in a big city — then you’ve likely experienced the construction worker catcall. It’s a stereotypical scenario, but it’s a stereotype for a reason: it happens all of the time. Snickers Australia’s latest ad plays on this stereotype in a way that’s meant to empower women, but the Snickers tagline at the end brings in to question how empowering the ad’s message really is.

The spot features a group of Aussie construction workers calling out to women passing by on the street. However, instead of shouting out the expected propositions ranging from flirtatious to lewd, these construction guys shout out words of encouragement and female empowerment. For example, one worker tells a woman that the color of her shirt is really working on her and then wishes her a “productive day.” Another worker shouts out, “Wanna hear a dirty word? Gender bias.” A third asserts that a woman’s place is “wherever she chooses.”

The only catch is, after all of this positivity towards women and gender equality, the ad ends with the Snicker’s tagline, “You’re not you when you’re hungry.”

Snickers posted the video yesterday and it’s already gotten 478,822 views on YouTube. However, the twist at the very end of the ad has ruffled a few feathers. The tagline’s implication is, of course, that the construction workers were just hungry and not behaving like their usual mysoginistic selves, and furthermore that eating a Snickers would revert them to their usual catcalling ways. That doesn’t seem like the kind of message a brand should be sending about its products.

As one person wrote on Tumblr, “Eat snickers, prevent yourself from unwittingly respecting women.” And another YouTuber quipped, “Then they all eat a Snickers and transform back into Chris Brown.”

More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.