A new ad from Snickers has aired in Australia depicting the changes that happen when you go without eating their candy bar. Said changes involve construction workers no longer cat calling women, or sexually objectifying them (which is a stereotype that isn’t always true). Instead, they call to women on the street and tell them they support ending misogyny, fighting against objectification of women, and various other decidedly FEMINIST messages of female empowerment. The theme of the ad is “this is what happens when you’re not you.” There’s so much wrong with this.
For one, men aren’t naturally sexist pigs who objectify women. Many men do. Many men don’t. It’s not the default of men everywhere. Treating men as if their default is sexist douchebag is not offensive.
Secondly, the commercial casts feminism in a horrible light. It treats the quest for gender equality as something wrong. Do you fight for women’s rights? There must be something off about you. Are you a man who opposes objectification? You’re not yourself today. Who the hell made this commercial, an MRA?
The fight for gender equality is an ongoing, worldwide battle, and it pisses me off to see it mocked like this; treated as if its the butt of a joke. I don’t think I’ll be having a Snickers to satisfy myself anytime soon.