--- title: Snickers Australia Ad Construction Workers Empower Women description: Snickers Australia ad of construction workers catcalling women with empowering statements has been criticized for being sexist. canonical: https://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/ author: Olivia B. Waxman article:opinion: false article:content_tier: free article:published_time: 2014-03-27T15:58:07.000Z article:modified_time: 2026-04-13T07:08:15.600Z og:title: This Snickers Ad Manages to Be Sexist to Both Men and Women og:description: It both breaks and reinforces gender stereotypes. og:url: https://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt524c13730850cce8/6986879aadae44f7da542304/screen-shot-2014-03-27-at-11-40-39-am.png?branch=production&width=604&quality=75&auto=webp&crop=16:9 og:image:width: 604 og:image:height: 340 og:image:alt: Screen Shot 2014-03-27 at 11.40.39 AM og:type: article twitter:card: summary_large_image twitter:title: This Snickers Ad Manages to Be Sexist to Both Men and Women twitter:description: It both breaks and reinforces gender stereotypes. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt524c13730850cce8/6986879aadae44f7da542304/screen-shot-2014-03-27-at-11-40-39-am.png?branch=production&width=604&quality=75&auto=webp&crop=16:9 ---  # Snickers Ad Manages to Be Sexist to Both Men and Women > Sponsored content. 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The Brief is available free at time.com/newsletters, where readers can select it along with any of TIME's other six newsletters. There is no subscription required to receive it. #### Is The Brief free? Yes. The Brief is a free daily email newsletter from TIME. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes The Brief? The Brief is led by editor Richard Hall and draws on reporting from TIME's newsroom. Every edition is assembled by TIME editors rather than generated automatically.  by [Olivia B. Waxman](https://time.com/author/olivia-b-waxman/)  ## Olivia B. Waxman Staff Writer Mar 27, 2014 3:58 PM UTC   by [Olivia B. Waxman](https://time.com/author/olivia-b-waxman/)  ## Olivia B. Waxman Staff Writer Mar 27, 2014 3:58 PM UTC 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), 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) Tagline at the end of the [#snickersaustralia](https://twitter.com/hashtag/snickersaustralia?src=hash&ref%5Fsrc=twsrc%5Etfw) 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) As [Policy Mic writes](http://www.policymic.com/articles/86327/this-offensive-snickers-ad-accidentally-shows-exactly-how-sexism-hurts-men): --- > “” --- 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): “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), “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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