So, Snickers came up with the idea of having construction workers say nice, empowering things to women who walk by on the street, and record the women’s reactions.
The campaign, Aussie Builders surprise public with loud empowering statements, a collaboration between the confectionary brand and Creative Agency Clemenger BBDO was released this week and features a group of actors posing as construction workers who call out empowering messages of support to unsuspecting female passer-by’s.
“You want to hear a dirty word? Gender bias”.
“I’d like to show you the respect you deserve!”
“A woman’s place is where she chooses!”
“You know what I’d like to see? A society in which the objectification of women makes way for gender neutral introductions, free from assumptions and expectations.”
For any woman who has been heckled or cat-called while walking past a construction site, this turn of phrase is a welcome alternative to the usually sexist and intimidating comments.
But is the ad actually subversive or as clever as it’s being touted?
For the first several minutes at least, it seems the ad has a solid and refreshing message about turning sexism and gender stereotypes on their head.
But the final frame features the Snickers tag line — “You’re not you when you’re hungry”.
So, is Snickers really trying to tell us that all men — or construction workers at least — are sexist when they’re not hungry? That would mean the only way to cure sexism is to ban the Snickers bar.