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Digital platforms, television popularity … and a suspended campaign

The other Contrapunto BBDO campaign for which the agency had had unique protagonists is the one created for Snickers Ice Cream: the socialite and television personality Carmen Lomana, the rapper Diego García Arroba, known as “El Cejas” and the influencer participated in it us embassy yaounde cameroon email address. Aless Gibaja. But a week after its premiere, which took place on July 27, the campaign was withdrawn due to the rejection generated in social networks by the way in which Gibaja appeared in it, which has been described as homophobic and “plumophobic”, to time that, as is customary in these cases, a boycott of the brand was called for.

Snickers has withdrawn the campaign with Aless Gibaja after criticism on social networks
The campaign was presented with the first three episodes of what was a ten-chapter web series. In the one starring Gibaja, he appeared asking the waiter at the chringuito where the entire campaign took place “a sexy orange juice with vitamins A, B and C”. Then the bartender hands him a bar of Snickers Ice Cream and when Gibaja bites into it, he transforms into a man whose appearance can be assimilated into the straight canon. Then, Gibaja’s companion asks him: “Better?” And this responds: “Better”. The episode closes with the classic Snickers catchphrase: “It’s not you when you’re hungry.”

Criticism on social networks did not begin to be evident until August 5 and late in the afternoon of that same day, Snickers announced the suspension of the campaign, which has been completely withdrawn not only in the part protected by Gibaja.

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Snickers has announced the withdrawal through a statement published on its Instagram account in which the brand states that it takes “the rights of equality and inclusion very seriously” and believes that “anyone has the right to show themselves as it is. For this reason, from Snickers we want to apologize for the misunderstanding that our new advertising campaign may have caused ”.

“At no time has it been intended to stigmatize or offend any person or group,” the statement continues. “In this specific campaign, the aim was to convey in a friendly and casual way that hunger can change your character. Again, we regret any misunderstandings and, in order to avoid spreading a message that could be misinterpreted, we will immediately proceed to eliminate the campaign ”.

Contrapunto BBDO has declined to make any statement regarding the withdrawal of the campaign and has referred to what was expressed by the advertiser. Aless Gibaja has not commented on the matter on his social networks at the time of writing this information, as neither have “El Cejas” nor Carmen Lomana socialposts.

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