
Among groups who complained is the Gay & Lesbian Alliance Against Defamation. "Mars needs to apologize for the deplorable actions of its Snickers brand," said GLAAD President Neil Giuliano in a statement.
But not all gay activists object to the ad. Cyd Zeigler, co-founder of Outsports.com, a website for gay sports enthusiasts, says he saw it at a Super Bowl party with 30 gay friends — and no one had a problem with it. "I simply wasn't offended by it," Zeigler says. "I just don't see how a couple of mechanics pulling out chest hair because they kissed is offensive."
Still, he thinks that Masterfoods would be wise to apologize. "They're a business," he says. "And no company in a free market is in the business of alienating consumers, intentional or not."
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