At best, this Super Bowl ad for Snickers was unfunny. At worst, it's tone-deaf and completely offensive. The premise—two straight guys eat the same candy bar, accidentally kiss, and then freak out—did not make a convincing case for Snickers to either gay or straight audiences. An alternate ending, posted briefly on the Snickers website, showed the men attacking each other—anything to prove they weren't gay.
Masterfoods USA, the maker of Snickers, pulled the ads after receiving complaints. "As with all of our Snickers advertising, our goal was to capture the attention of our core Snickers consumer," spokeswoman Alice Nathanson said in a statement. And what better way to get their attention than reminding them of homosexual panic?