Snickers Does Not Satisfy

Snickers, working with BBDO, Auckland, recently released a new ad as part of the “You’re Not You When You’re Hungry” campaign. It features Paul Henry.

Who is Paul Henry?

That’s exactly what I said. So I decided to Google him. It turns out that Mr. Henry is well-known for being an ignorant jerk. I won’t go into full detail (you can read it all on his Wiki page), but here is a list of his most famous accomplishments to date:

  • He declared homosexuality “unnatural“.
  • He described Susan Boyle as “retarded“.
  • He suggested asylum seekers “starve to death” following reports that they would be conducting a hunger strike.
  • He referred to New Delhi’s chief minister Sheila Dikshit as “the dip shit woman”.

The part that really grinds my gears is the description they use in the YouTube video:

Joining an impressive list of hungry international A-listers including Betty White, Joe Pesci, Aretha Franklin, Liza Minnelli and Joan Collins, New Zealand’s controversial Paul Henry puts on a mean front for the new You’re Not You When You’re Hungry campaign for SNICKERS.

Rule #1. Never piss off the gays.

I don’t recall Betty White ever calling anyone retarded. Or Joe Pesci wishing out loud that a group of people would starve to death. And can you imagine how many pearls would be clutched simultaneously if Liza Minnelli or Joan Collins declared homosexuality unnatural?

Paul Henry seems like the type of character who would alienate a large segment of Snicker’s potential target. Why they would choose to associate themselves with this controversial figure is beyond me. Originally this was a fun and upbeat campaign that featured strong and iconic celebrities who have, in many ways, contributed to society. Apparently they’ve now decided to go in a different direction.

About these ads

3 Comments

Filed under Just General Ad Stuff

3 responses to “Snickers Does Not Satisfy

  1. Australia is a different market because the Aussies really are somewhat rougher around the edges. Think of Fox news and the outlandish comments commentators like Sheppard Smith make. No different down under.

    Controversy get ‘page’ views.

    • I understand. I guess he’s sort of like a “shock jock” – and truth be told, I did laugh at the Dikshit clip, but still, why associate such a well-known and well-established brand with controversy if you don’t need to?

      Maybe I’m being conservative in my views.

      • “why associate such a well-known and well-established brand with controversy if you don’t need to?”

        It’s Australia. Having been there and having had many friends from Australia over the years, I can attest that they have a very bent sense of humor.

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