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Snickers released a new commercial in Australia featuring a group of construction workers shouting affirming comments at passing ladies in the name of female empowerment. It’s a wonderful idea until, two seconds later, you realize that perhaps this message would have been a lot more merited had it been done in a different way. Maybe even so far as the opposite way. Because, while it’s nice to be complimented, it’s a lot less nice to have those compliments delivered to you from a scaffold 15 feet in the air as you try to stealthily remove a wedgie or something.

What I’m saying is that I appreciate that Snickers is trying to make a comical but important comment about the misogyny that women deal with. And the sentence, “A woman’s place… is wherever she chooses,” does sound quite nice in an Aussie accent. But that’s where my list of pros unfortunately end. Because it’s all well and good to claim that you’d like to show a woman the respect that she deserves, like one of the guys does, but it’s another thing entirely to actually do that. Step one: maybe don’t publicly harass her or assume that she’s walking around looking for a stranger’s validation.

Also, and I can’t stress this enough, ending this video with their usual slogan “you’re not you when you’re hungry” was a bad, bad idea. I know, at the end of the day, they’re trying to sell hunks of chocolate to the people. But if depriving people of Snickers is the way to get them to stop shouting crude things to me on the street, then I’ve finally found my life’s calling.

Here’s the video for you to decide how you feel about it. I personally would have tweaked it a little (okay, a lot), but I’ll at least admit that it’s a step in the right direction away from whatever it is that goes down during the Super Bowl.


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