--- description: Snickers Australia ad of construction workers catcalling women with empowering statements has been criticized for being sexist. title: This Snickers Ad Manages to Be Sexist to Both Men and Women image: https://static.time.com/v3/assets/bltea6093859af6183b/blt524c13730850cce8/6986879aadae44f7da542304/screen-shot-2014-03-27-at-11-40-39-am.png?branch=production&width=1440&quality=75&auto=webp&crop=16:9 ---  * [Newsfeed](/tag/time-section-newsfeed/) ## Newsfeed Update your preferences in [Account Settings](/account/preferences/) Close # Snickers Ad Manages to Be Sexist to Both Men and Women  by [Olivia B. Waxman](/author/olivia-b-waxman/)  ## Olivia B. Waxman Update your preferences in [Account Settings](/account/preferences/) Close Staff Writer Mar 27, 2014 3:58 PM CUT   by [Olivia B. Waxman](/author/olivia-b-waxman/)  ## Olivia B. Waxman Update your preferences in [Account Settings](/account/preferences/) Close Staff Writer Mar 27, 2014 3:58 PM CUT In this ad produced by Snickers in Australia, watch actors as construction workers shout empowering statements to women who are walking down the street. Remarks include, “You want to hear a filthy word? Gender bias!” and “You know what I’d like to see? A society in which the objectification of women makes way for gender-neutral interactions, free from assumptions and expectations. You go girl!” That said, the ad still depicts the stereotype of construction workers shouting at women: dear [@snickers](https://twitter.com/SNICKERS?ref%5Fsrc=twsrc%5Etfw "undefined"), your native-ad construction workers are still shouting at women. like what they say matters. — Caitlin Kelly (@caitlin\_\_kelly) [March 26, 2014](https://twitter.com/caitlin%5F%5Fkelly/status/448946841833316352?ref%5Fsrc=twsrc%5Etfw "undefined") Tagline at the end of the [#snickersaustralia](https://twitter.com/hashtag/snickersaustralia?src=hash&ref%5Fsrc=twsrc%5Etfw "undefined") advert is confusing. So, when men are full they go back to being sexist? — Gina Willcox (@GinaWillcox88) [March 27, 2014](https://twitter.com/GinaWillcox88/status/449193675965603840?ref%5Fsrc=twsrc%5Etfw "undefined") As [Policy Mic writes](http://www.policymic.com/articles/86327/this-offensive-snickers-ad-accidentally-shows-exactly-how-sexism-hurts-men "undefined"): --- > “” --- In addition, the “You’re not yourself when you’re hungry” tagline at the end of the commercial has an offensive message about class_, Ad Week_ [argues](http://www.adweek.com/adfreak/construction-workers-yell-messages-empowerment-women-snickers-stunt-156541 "undefined"): “By saying blue-collar guys ‘aren’t themselves’ when they’re being polite, it pretty clearly implies they’re otherwise a bunch of misogynistic boors.” As one YouTube commenter jokingly [summed up the spot](https://www.youtube.com/watch?v=0gjsoSY18kg&google%5Fcomment%5Fid=z13xyt1qovnojvoyl04cchrphsvowfjzano0k "undefined"), “If this is the way men act when they’re hungry I will never feed them again.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/"},"headline":"Snickers Ad Manages to Be Sexist to Both Men and Women","datePublished":"2014-03-27T15:58:07.000Z","dateModified":"2026-04-13T07:08:15.600Z","description":"The ad both breaks and reinforces gender stereotypes","url":"https://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/","keywords":["Newsfeed","Living","Business topic"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt524c13730850cce8/6986879aadae44f7da542304/screen-shot-2014-03-27-at-11-40-39-am.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Olivia B. 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