Mars Pulls U.K. Snickers Ad Criticized as Homophobic

Second Time Brand Has Come Under Fire; Gay-Rights Group Applauds Marketer's Decision

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NEW YORK (AdAge.com) -- Mars has pulled a U.K. Snickers spot criticized for being homophobic, according to a gay-rights group.

This is the second time the marketer has come under fire for homophobic advertising for Snickers. It was also criticized for a 2007 Super Bowl ad in which two men expressed disgust after accidentally kissing.

According to Human Rights Campaign, Mars announced its decision "following communication between the HRC Workplace Project and Mars."

'Get some nuts'
The ad, created by Omnicom Group's AMV BBDO in London, featured an effeminate speed-walking man who is ridiculed by Mr. T and shot at by a Snickers cannon. The spot closes with Mr. T shouting the campaign tagline: "Get some nuts."

HRC Workplace Director Daryl Herrschaft in a statement said the group "applauds Mars for taking swift and appropriate action" but added that it was "surprised to see the company return to the same practice it had just recently rejected."

Mars could not be immediately reached for comment.
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