Anatomy of a Relationship (Luc Moullet, 1976) in stills #10
NO BUT REALLY
Male paid actors in a commercial shoot harass unsuspecting women on the street. Those women are then stopped by a further stranger and asked to sign waivers for the use of their image in the commercial advert, paid a minor fee and larger fee if image is used (thanks to the clarification from a participant).
Let’s breakdown this empowerment for a moment. The men know the conditions and circumstances of the advert, the scripts, the set up, and elect to participate after being recruited into the process. Chances are that they applied for the work, and/or were sought for the role. Actors in adverts are paid as professionals.
Contrast the women. First, the agency didn’t hire female actors to the role of the recipients. There’s female actors for commercials who were not given a day’s work in the name of :empowerment: of women by Snickers. There’s a fun gender dynamic for you already. No female actors were paid in the production of this empowerful message of gender stuffs.
It’s an awful message too. The snickers tag line is “You’re not yourself when you’re hungry”. So if builders are “empowering” and then eat their snickers, the default male state is being a misogynistic prick
Actually being pro-women and empowering is your “not yourself” state.
So, why again is this an empowering message? Sure, looks good in the gifs, but it’s a shitty message with a worse execution.
Also, have a look at the gender breakdown of the production team who greenlit the prtoject. Surprises anyone?
First, I was like, oh that’s kind of a nice message (even though having a bunch of dudes shout feminism at me would still be intimidating and intrusive), is it for like an anti-street harassment campaign? But then I’m like oh… a Snicker’s ad? How is that a… oh this is the “you’re not yourself when you’re hungry” ad campaign. Wait, so they’re basically saying the normal proper behaviour of men (specifically working class men because let’s throw in some classism too) is to be misogynist sexual harassers? -_-
And then all the other stuff about the background. Gross.
This isn’t Snicker’s hoping for a better world, this is Snicker’s saying a better world is abnormal and weird, and should be warded off (by buying their product, no less).