Thursday, November 14, 2013

Is it ever a good time to make light of #hunger in advertising?

If any of your Facebook friends are fans of Snickers Canada, you've probably seen this in your feed:

It's a Facebook App that invites you to look into a camera, and have your face turned into a "hungry" version of yourself:

Do we see anything problematic here? There's hunger on our streets. In the north. In the third world. In catastrophe-ravaged places like the Philippines.

When Snickers did the "You're not you when you're hungry" TV ads, they were funny because of the celebrities and the slice-of-life context.

This campaign, however, takes you down into a dank, prison-like environment where you are faced with a "machine" that will make you into a starving wretch:

And it didn't even work!

No, this is not consciousness-raising of world hunger. It is really insensitive candy marketing.

Despite this:

At Mars we take our responsibility for marketing our brands appropriately very seriously. 

Yeah, right.

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