Snickers est une marque de chocolat largement connue, propriété de l’entreprise américaine Mars, composée de cacahuètes, de caramel et de nougat, le tout enrobé de chocolat au lait. Récemment, ils ont fait partie d’une controverse suite à la diffusion de leur publicité en Espagne, avec l’influenceur espagnol Aless Gibaja.
Dans la publicité, Gibaja est représenté comme un personnage habillé de façon flamboyante, commandant un « jus d’orange sexy », puis mangeant une barre Snickers, il devient « normal ».
Capture d’écran de la vidéo Youtube de la publicité.
Cette publicité, qui est clairement homophobe et qui présente l’homosexualité comme quelque chose qui peut être guéri par une barre de chocolat, a suscité une vive controverse dans le monde entier.
La publicité était également très insensible du fait que juste avant sa sortie, il y a eu beaucoup d’attaques homophobes en Espagne, où un homme homosexuel a été battu à mort et deux couples homosexuels ont été attaqués à Barcelone.
Pourquoi Snickers est toujours au milieu de la controverse homophobes?
Ce n’est pas la première fois que Snickers est accusé d’une publicité homophobe. En 2007, leur publicité pour le Super Bowl montrait deux hommes s’embrassant accidentellement, puis horrifiés, se demandant l’un à l’autre de prouver qu’ils sont toujours « virils » en s’arrachant les poils du torse.
Capture d’écran de la vidéo Youtube de la publicité.
Le fait que les controverses concernant l’homophobie continuent à se produire pourrait être dû au fait que les Snickers ciblaient les hommes d’une vingtaine d’années, car les cacahuètes contiennent des protéines et des fibres, et donc pour Snickers, c’est considéré comme un produit masculin et fort.
Quelle a été la réaction ?
Après la diffusion de l’annonce, beaucoup de gens ont exprimé leur mécontentement sur divers réseaux sociaux.
El REPUGNANTE anuncio PLUMÓFOBO de Snickers. pic.twitter.com/bxtgMHh44e
— Gato (@gamomena) August 4, 2021
« La dégoûtante publicité homophobe de Snickers.»
La ministre espagnole de l’égalité, Irene Montero, a également tweeté :« Je me demande qui peut penser que c’est une bonne idée d’utiliser l’homophobie comme stratégie commerciale. Notre société est diverse et tolérante. Espérons que ceux qui ont le pouvoir de décider ce que nous voyons et entendons dans les publicités et les programmes télévisés apprendront à l’être aussi.»
Suite aux réactions, Snickers Espagne a retiré la publicité et s’est excusé pour le malentendu et a déclaré qu’ils n’avaient pas l’intention de stigmatiser ou d’offenser une personne ou un collectif. Mais comme leurs publicité homophobe n’était pas un cas unique, on ne sait pas si on verra à l’avenir des publicités insensibles comme celles-ci de la part de Snickers.
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