So here’s the new ad for Snickers.

It’s one of those “You’re not you when you’re hungry” ads, and it opens with the question “What happens when builders aren’t themselves?”

Then, a bunch of builders holler at women on the street as they walk by. But because this is an ad and it’s meant to make you laugh/think/buy chocolate, the builders yell out messages of female empowerment, rather than offensive messages of objectification (as they are often/always depicted doing in the media).

It’s one of those “I thought they were going to say one thing but then they said a different thing and that’s why it’s funny!” type of jokes.

And it is pretty funny. Take a look:

Ok. Ok. So. It’s funny. And really fist-pumpy. Equality! Feminism! Not being judged on your appearance alone! So, so great. Right up until the last moment, when you see this:

Oh. Buzzkill.

It’s at that moment you remember that this whole ad is about ‘what builders do when they’re *not* themselves’.

So… The only reason the builders were treating those women with respect is because they were hungry?

Waaaaaah?

Is that not saying, by default, that when each of those men eats a Snickers, they’ll turn into the opposite of lovely feminists? So… Misogynistic jerks?

Please bear with me, I’m trying to understand this… Eating a Snickers turns you back into yourself, which is a builder/misogynistic pervert? (And since when are all builders misogynistic perverts?)

I don’t get it.

How did this ad, presumably intended to confront sexism, miss the mark in such an epic way?

Seriously – all this ad makes me want to do is knock the Snickers out of the hands of every man I know to stop him from turning into a sexist knobcloud.

Oh Snickers.

Follow @RosieWaterland

