The Purdue Owl website provides a brief description of “Ecocriticism,” which is described by Glotfelty as “the study of the relationship between literature and the physical environment.” The Purdue webpage shows the history of the development of Ecocriticism and separates the ways of thinking about it into two waves (the old and the new). Still, the purpose of Ecocriticism remains motivated by the same ideas: “Ecocriticism has been and continues to be an ‘earth-centered approach’… the complex intersections between environment and culture, believing that ‘human culture is connected to the physical world, affecting it and affected by it.’”
It is with this general understanding of Ecocriticism that we turn to look at the most recent Snickers ad, played during the 2020 Super Bowl. The commercial feature the hashtag #SnickersFixtheWorld and feature a musical number with lyrics that seem to suggest Snickers’ ability to change the world and revert the issues of our planet’s destruction. Through the lyrics, the audience seems to understand that Snickers is taking a comical, even cynical approach toward human interaction with the planet, and seems to be promoting a message of global awareness.
The song begins with the various ways in which “the world is out of sorts,” with one example being that “Babies [are] named after produce” or almost anyone is taking dirty pictures. As the song progresses, individuals from all walks of life are shown congregating toward this massive hole. The idea is that a giant Snicker will be dropped into the whole, thus solving all of our problems. The irony in this is that Snickers most definitely cannot solve all problems, and this irony is represented in the shrug we get from one of the actors when a child asks, “Will it work?”
With this approach (and other representations of individuals within the commercial), I think Snickers is aligning with the ideas represented by William Rueckert who writes, “Culture– one of our greatest achievements wherever we have gone– has often fed like a great predator and parasite upon nature and never entered into a reciprocating energy-transfer…” (119). Snickers seems to be representing this irony between the relationship of culture and nature. They seem to be acknowledging the way our society seems to ignore the quality of the environment in lieu of being distracted by way less important things. The idea that everyone here is gathering to support an effort that might not work is also a criticism of our culture.
An Eco-critic might look at this ad from a variety of angles. They might find it a funny, well-delivered representation of the ironic relationship between culture and nature in our American society. Additionally, they might ask additional questions. Is Snickers considerably an eco-friendly company by the way they manufacture their product? In a way, are they also contributors to the problem they represent? Are they acknowledging this contribution?
This is where my own analysis seems to get a little fuzzy. While I understand the message they are going for, do I believe it? Is Snickers doing anything (besides making commercials) to “fix the world.” Do I believe they truly want to see change? Or are they just another company taking advantage through a brilliant marketing campaign? What do you think? Did these questions come to mind for you? I want to hear your thoughts on the matter. Share your ideas in the comments below.
Melissa Voita - JMC 309 
Hi,
Awesome post!! I can tell you put thought into it. I love the bridging of cultural and nature that you highlighted as it’s incredibly fitting for us switching over from critical race theory to ecocentrism. It is interesting that they are vowing to save the planet by planting a big Snickers bar yet the irony of it is that it’s a plastic wrapper which is a huge cause of environmental destruction. As we know plastic is destroying many things, including our oceans and the example of plastic rings getting caught on the necks of turtles and being digested by many animals trying to find food. The Snickers ad does a great portrayal of how we all get caught up in everyday commodities yet take it for granted how powerful we are as humans and the impact that we have. we have the responsibility and privilege to care for our forests, oceans, and our Earth at large to protect the other animals that walk on this planet that are not in the position to save it as we are.
LikeLiked by 1 person
Great questions! “Is Snickers considerably an eco-friendly company by the way they manufacture their product? In a way, are they also contributors to the problem they represent? Are they acknowledging this contribution?” In my opinion, the Snickers commercial’s goal is to distract from these important questions and make fun of the idea of “saving the world.” Mars, Inc, or Snickers parent company, is a $33 billion dollar family owned corporation which profits off of keeping the “world” or policies of law, trade, and environment unregulated to continue creating wealth. What better way to keep people separated from nature then to make fun of those who actually want to protect it? In my opinion, a lot of thought went into crafting this message, which says “saving the world is dumb” and A LOT of money went into playing it on Super Bowl ad time to reach, according to Neilson.com, 110 million of predominately white male and female people in the U.S. alone.
LikeLiked by 1 person
Hi Melissa,
You touched on an aspect of the commercial I had not thought of when you write, “They seem to be acknowledging the way our society seems to ignore the quality of the environment in lieu of being distracted by way less important things.” I do agree with the conclusion that we spend a lot of time doing things that in the bigger picture do not really matter, but I wonder if Snickers was aware of the connection. In either case you make a very good point. As to some of your other questions, I am not sure that Snickers doing anything more than pandering to the woke movement to sell some candy. If they wanted to make a point and say something important they would have exchanged silly and trite with insight and provocative.
You do a great job on your critique and gave me some worthwhile things to think about.
Tim
LikeLiked by 1 person
I kinda thought they were mocking the “woke” movement, Tim. Melissa, I also applaud the quote Tim cited in his response: ” They seem to be acknowledging the way our society seems to ignore the quality of the environment in lieu of being distracted by way less important things.” Nicely put.
LikeLike
Melissa,
I loved your post, this prompt gave us a lot of flexibility in how we responded. I found your response very articulate and easy to understand. Snickers commercials have always seemed quite good. Most commercials I see make me less interested in a product, Snickers commercials have kept me mostly engaged. I have fond memories of my grandma giving me Snickers ice cream bars when I was a kid. Maybe my opinion is biased, but I have always liked Snickers commercials, with the added message of unity, this one was even better.
LikeLiked by 1 person
Hey Melissa! I loved your note on the irony of the whole situation presented in the commercial, and that Snickers referenced this, too, with one of the moments two people share. I also found your Rueckert quote a gem, and great in context to what you were talking about. This quote really hit home again when I was presented with the meme. The meme made me laugh, too, because I hadn’t even thought about the wrapper. Obviously, I thought about a Snickers, and dropping a Snickers into a hole in the ground, but not once did the wrapper cross my mind. I am still early on in my ecocritic ways, so I have time to think of these things! Good post!
LikeLiked by 1 person