Mars has pulled its latest global campaign for Snickers after complaints to the confectionary manufacturer that the work is homophobic.
“Speed Walker” features the ‘A Team’s Mr T in a 4x4 firing Snickers at a speed walker after launching the tirade, “You’re a disgrace to the man race. It’s time to teach you to run like a real man.”
As the man speeds off Mr T shouts threateningly , “Do it again sucker and there’s going tot be trouble with a capital Mr T. “ The ad closes with the line, “Snickers. Get some nuts.”
According to the brand’s official PR, the summer campaign aims to encourage consumers to be “real men”, torpedoing “any men daring to think about wearing sarongs at the beach or drinking pool-side cocktails sporting pink umbrellas.”
No complaints have been made so far to the UK advertising watchdog, the Advertising Standard’s Authority.
But Mars decided to pull the ad globally after a number of objections in the US and discussions with the Human Rights Campaign Foundation Workplace Project.
In a statement it said, "This ad is the second in a series of UK Snickers Ads featuring Mr T, which are meant to be fun and have been positively received in the UK.
“However, we understand that humour is highly subjective, and it is never our intention to cause offence. Accordingly, we have pulled the Mr T Speedwalker ad globally.
This is not the first time a Snickers ad has been blasted for allegedly promoting anti-gay stereotypes.
An ad which featured two macho mechanics who accidentally kiss and screened in the US during the 2007 Super Bowl also came under fire.
Marketing Manager for Gaydar, Simon Johnson, said “Snickers 'Speed Walker' premise wouldn't work if the ad revolved around a 'straight looking' muscle bound guy power walking along the leafy suburb. But then he'd be the last person to be eating a Snickers loaded with 28g of fat, 494 calories and 52g of carbs which is criminal enough!
“Why is 'Gay' being reinforced yet again with an effeminate guy, or to that matter being a lesser 'Man'? These kinds of ads emphasise that there is still a long way to go in the fight for equality and that the stereotyping of human beings is unacceptable in an age of equal rights.
He added, “I guess the pencil was blunt the day this ad was brainstormed, but when your muse is Mr. T you've got your work cut out.
"Power walking men across the country should be offended not just the homosexuals of society.”