# Homophobic Snickers Superbowl Ad What Were They Thinking? By Greg Ponesse | Published 2007-02-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/homophobic-snickers-superbowl-ad-what-were-they-thinking References: [signonsandiego](http://www.signonsandiego.com/news/features/20070206-1258-superbowl-snickersad.html) If you watched the superbowl Sunday night and caught the snickers ad, you might be wondering what the marketing message [Snickers](https://www.trendhunter.com/trends/satisfortunes-for-nfl) was trying to convey. Whatever it was, most people are still confused or offended. It also shows that Snickers really does not know how to convey its message to their audience. **Implications** - The candy bar commercial depicts two mechanics accidentally smooching while eating a Snickers together. Afterwards, they rip out some hair from their chests in order to become more manly. It's no surprise that the [Human Rights Campaign](https://www.trendhunter.com/trends/Tree-planting-drink-campaigns) and the Gay and Lesbian Alliance Against Defamation are not impressed with the ad. I'm sure [Mars Inc.](https://www.trendhunter.com/trends/jos-mourinho) had a lot of explaining to do to them. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 65% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Homophobia Backlash:** Opportunities for companies to avoid harmful depictions of marginalized communities. - **Effective Advertising:** Potential for innovative approaches to resonate with diverse audiences. - **Social Responsibility in Marketing:** Rise in consumer demand for ethical and inclusive practices. ### Sectors Adopting This - **Advertising:** Opportunities for advertising agencies to create campaigns that are effective and appropriate. - **Food and Beverage:** Opportunities for companies to prioritize diversity and inclusivity values in their marketing practices. - **Advocacy and Non-profit:** Potential to address harmful depictions and promote positive representation in media through advocacy and education efforts. ## Related on Trend Hunter - [Football-Based Chocolate Bar Campaigns](https://www.trendhunter.com/trends/satisfortunes-for-nfl.md) - [Humorous Game-Day Chocolate Commercials](https://www.trendhunter.com/trends/chocolate-lava.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Tastebud Training Programs](https://www.trendhunter.com/trends/tastebud-training-program.md) - [Anthropomorphic Hair Ads](https://www.trendhunter.com/trends/hair-ballad.md) - [Lucky Chocolate Shops](https://www.trendhunter.com/trends/snickers-luck-shop.md) - [Digital Staredown Games](https://www.trendhunter.com/trends/second-screen-staredown.md) - [Wrestler-Themed Chocolate Commercials](https://www.trendhunter.com/trends/tonys-chocolonely-advertisement.md) - [Extra-Terrestrial Chocolate Ads](https://www.trendhunter.com/trends/yes-bueno.md)