With apologies to Jack Nicholson and Colonel Jessup — Good creative? You can’t handle good creative!
Well, at least many of us can’t. So don’t whine next year when the quality of Super Bowl advertising declines — again. As a society, we simply can’t handle humor any more. And it saddens me.
I spoke to a friend in the ad biz yesterday about all the hoohah surrounding the Snickers commercial.
“Gay bashing?” I asked.
Just the opposite, he pointed out. Two dumbass rednecks act like a complete of idiots, tearing hair from their chests then guzzling motor oil and antifreeze — all to demonstrate their abject homophobia.
Nope, it was redneck bashing, pure and simple. And Snickers made Billy Bob look pretty dumb! The rest of us got a chuckle at his expense.
But who’s upset with this commercial? The gay community. And I don’t get it. I’m a big supporter of gay rights, including gay marriage. I salute the gay activists who put themselves out there for the movement.
But this is one of those times when all of us should relax and enjoy the show. Life’s too short.
Not only did the Snickers folks intend no offense, they actually ridiculed the homophobic wackos in our society. Their intent was to entertain us. But now, thanks to pressure from a few angry critics — amplified by the MSM and the blogosphere — the spot is off the air for good.
Yeah, I know what you’re gonna say. Those Web spots that followed on Monday — the ones featuring active NFL players — weren’t at all funny. But they were a continuation of the theme — this time with your NFL heroes, not Billy Bob, in the role of homophobe. Please don’t tell me this surprises you.
We know Snickers didn’t set out to expose homophobic bigotry any more than it set out to offend the gay community. The company sells candy bars — an honorable business regardless of your sexual orientation.