After calling out generic ads last month, it’s only fair that we make mention when a brand challenges the status quo. That’s exactly what this Snickers ad which takes on sexist stereotypes does… at least it seems to, until the close.
The social media stir is caused by the implication that these construction workers need to eat a Snickers to revert to type, which with a bit of mental gymnastics can be used to conclude that the brand is sexist.
The reality is that the video has clocked up several million views in a couple of weeks and been shared around the world, despite being an Australian advert. It takes a risk, but prompts discussion and amusement, two factors which make it prime viral content.
Only the most obsessed brand advocates will share a tired ad that relies on standard industry cliches. To reach wider audiences and make the most of social media, it’s important to craft content that surprises people and which makes some kind of point.
This is one case that should prompt brands to ask the question, “are we playing things too safe?”
