Bully

Brand: 
Reese's Sticks
Business Category: 
Confectionery/Candy/Gum
Agency: 
Ogilvy & Mather Worldwide

A teenage boy stands at a vending machine, counting his change. Realizing he doesn't have enough money, he tells a passing older, more athletic student that his "boyfriend" went the other way.

The older boy stops, picks him up, and slams him against the vending machine twice before walking away calling him a "freak." The younger man just smiles and picks up the Reese's Sticks from the machine -- they were shaken loose from the force of his body hitting the machine. The ad closes with the slogan "Reese's - Always Worth It."

This ad receives a negative rating for the connotation that being called a homosexual is an acceptable (and predictable) excuse for violence.

Video or Print Ad: 
Video Ad
Country: 
http://s3.amazonaws.com/commercialcloset/VideoLibrary/1071-Reeses-Bully2.flv
Video Thumbnail: