Equality Fairfax Responds to Snickers Homophobic Superbowl Commercial

February 8, 2007

John Mars
Chairman
Mars, Inc.
6885 Elm Street
McLean, VA 22101

Dear Mr. Mars,

I write to you on behalf of Equality Fairfax, an organization that was established to eliminate discrimination based on sexual orientation and gender identity in the county of Fairfax, Virginia, the home of Mars, Inc.

The Board of Directors and the membership of Equality Fairfax are very disappointed in Mars, Inc. for its recent Snickers™ advertising campaign. In particular, the television commercial that ran during the Super Bowl in which two men accidentally kissed and then had to prove their “manliness” by ripping out their chest hair, etc. We are though pleased that Mars, Inc. saw fit to discontinue the campaign.

Such an advertising campaign is not only unwise commercially, but sends a signal to Americans (and the world) that being gay, lesbian, bisexual or transgender is wrong. The commercial lowers itself to a form of homophobic machoism in an effort to try to sell a candy bar.

A spokesman for Mars, Inc. has said that the commercial was nothing more than a comedic spot. Unfortunately for Mars, Inc., the members of Equality Fairfax and fair-minded individuals across the globe did not find the humor in this advertising campaign.

What does this say to the 15 year old boy or girl who was watching the Super Bowl and who was already questioning their sexuality? It tells them to stay in the closet, repress their natural feelings and lead a life of lies. A life that if unchanged, statistically leads to a higher percentage of suicide and depression among gay/lesbian adolescents.

I realize I am taking this argument to a very broad conclusion, but I simply wish to make you aware of your actions as a leader in our community.

I stand ready to meet with you or a member of your staff to fully discuss this situation and ways that Mars, Inc. can work to improve your relationship with the LGBT community. I can be contacted at jay@equalityfairfax.org.

Respectfully,

Jay H. Dick
Board Member
Equality Fairfax