Aussie construction workers yell empowering statements at women (video)

So, Snickers came up with the idea of having construction workers say nice, empowering things to women who walk by on the street, and record the women’s reactions.


The only problem is that the end of the video concludes with the tag-line: “You’re not you when you’re hungry.”


At first I thought they meant, construction workers aren’t themselves when they’re hungry, and these guys are hungry, so that’s why they’re being so nice.  But then that would mean they’d eat Snicker’s and become sexist jerks – hardly a great Snicker’s ad . But I think what they might have meant is that construction workers are often surly and sexist because they’re hungry, and with Snickers they suddenly turn into the “real” them, nice guys.

What do you think?  Cute, or too cute by half?

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Follow me on Twitter: @aravosis | @americablog | @americabloggay | Facebook | Instagram | Google+ | LinkedIn. John Aravosis is the Executive Editor of AMERICAblog, which he founded in 2004. He has a joint law degree (JD) and masters in Foreign Service from Georgetown; and has worked in the US Senate, World Bank, Children's Defense Fund, the United Nations Development Programme, and as a stringer for the Economist. He is a frequent TV pundit, having appeared on the O'Reilly Factor, Hardball, World News Tonight, Nightline, AM Joy & Reliable Sources, among others. John lives in Washington, DC. .

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  • ktrimbach

    It seems rather obvious to me that the commercial is saying that the guys are promoting “gender equality” because they’re not themselves (i.e. they’re hungry). However, by not explicitly showing *when* they changed, it allows those who want to believe (and for them to announce, post-outrage) that they REALLY meant that guys would be nicer if they ate more Snickers. I smell a manufactured controversy in order to draw more attention.

  • JMonster

    I’m going to stand by my original premise. I don’t want to be yelled at on the street period. It doesn’t matter if the yeller is being nice. I don’t want to be yelled at on the street. Why is that so difficult?

  • goulo

    BTW: The ad was just analyzed at Sociological Images:

    with the negative interpretation (that the workers are being nice only because they’re hungry and “not themselves”)

  • cole3244

    women just want respect and the same consideration men want, men (jerks) don’t yell insulting things at men then why women, because they can without consequences.

    the ad was obviously pointing out that a snickers can solve a lot of uncomfortable situations.

    the way that one woman reacted so happily should tell all men to grow up and treat women with respect and dignity, great ad imo.

  • loona_c

    Wouldn’t it be great if this caught on and construction workers actually DID say these kind of things to women?!

  • Ford Prefect

    Since it’s an advert, I put it in the context of advertising and markets. I can’t imagine that ad ever being placed in the US, just like a lot of other ads I see on the interwebs from more cosmopolitan societies. It says more about our backward mentality as a “market” (polity) than anything else. It also says Australians are a somewhat “cooler” market (polity) than we are, even though they did just elect the Neo-Lib turd polisher Tony Abbott.

    In comparison, Snickers US places ads in which people act like bitchy divas until they get their treat, given to them so they’ll shut the (bleep) up. Obviously, their market research shows us to be pathetic, self-absorbed little (bleep)s, while Australians can enjoy seeing construction workers deriding gender bias and misogyny. I’m increasingly struck by the increasing shock-jock nature of our contemporary advertising compared to other countries.

    Then again, the closing line is also reactionary in that it’s saying that those workers are “not being themselves” in deriding bigotry, so there’s that.

  • Yeah, I didn’t explain it well. I just rewrote it. Thanks.

  • sbgypsy

    I think it means that when they’re hungry, they’re not themselves – they say nice things to women. When they are their regular selves, they yell the nasty.

    Where do I get this notion? 61 years of experience.

    DON’T give them a snickers, it’ll make them worse.

  • S1AMER

    I think you’re probably right.

    But watching this reminded me of the wonderful episode of “Designing Women” back in the 80’s, when construction workers were doing their usual nasty to the Sugarbakers. Julia fixed that by inviting the men over to the house — where they met their mothers, who proceeded to give them a good what-for!

  • Quilla

    Whatever the point (i.e., Buy Snickers!), it’s quite amusing.

  • goulo

    > > >
    At first I thought they meant, construction workers are nice and
    respectful when they’re not hungry, so let’s give them some Snickers and
    change that. But I think what they might have meant is that
    construction workers are always so surly and sexist because they’re
    hungry, and with Snickers they suddenly turn into the real them, nice
    < < <

    I've read and reread this, and I'm not grokking the distinction you're making. Both of your interpretations seem to be saying the same thing: "With Snickers i.e. when they're not hungry, they're nice. Without Snickers i.e. when they're hungry, they're not nice."

    Was there some editing error in your post, or am I being blind and missing something?

  • Max_1

    … But don’t dare call it gimmicky.

  • *shrugs* Some people have no sense of humor, and those who actually want to be offended are among the worse specimens.

  • I found it cute, and liked the idea in principle, then got worried that maybe women would find it offensive, and I’d have to add “you hate wome and have always hated women” to the list of people and animals I hate :)

  • That’s true

  • AdmNaismith

    I think it means they will go back to being sexist pigs after the eat a Snickers and are not hungry anymore.
    Cute idea here, then they f*cked it up.

  • My vote is ‘cute.’

  • Mariam Watt

    Yeah, having them happily eating a Snickers or two while yelling the “empowering” statements might have cleared up the question of whether those men were in a hungry state or not.

  • JMonster

    Well, if a man is going to yell at a passing woman, those are better things to yell for sure. However, it is still an interruption of her thoughts and her day without her permission. It’s still demanding her attention. It’s still disrespectful.

    And my interpretation is that Snickers is saying hungry construction workers are the ones yelling these things & are “not themselves”. But that part isn’t exactly clear.

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