The ad industry is never more exciting than when a big ol’ company takes everybody by surprise and hits the nail absolutely on the head, as is the case with this new ad by Snickers Australia. The advert is built around their campaign heading “you’re not yourself when you’re hungry,” and plays on the stereotype of builders objectifying women. Accordingly, it focuses on a group of Aussie builders on a construction site surprising female passers-by with empowering statements, from “I appreciate your appearance is just one aspect of who you are!” to “Y’know what I’d like to see? A society in which the objectification of women makes way for gender neutral interactions free from assumptions and expectations!”
Admittedly, the inference is that as soon as the builders curb their hunger they’ll get right back to habitual misogyny, but the playful stereotype is a happy encouragement of feminism, and a very funny one at that. Worth a watch if only for the moment when one woman’s expression turns from angry disdain to surprised appreciation, and for the joyful calls of “YOU GO GIRL!”
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