Dive Brief:

• It's a cutting comment on the "normal" behavior of construction workers, but an Australian ad for Snickers candy bars is getting noticed worldwide.
• The video has actors playing construction workers on a city building and shouting anything-but-sexist comments to passing women.
• It's not clear what's going on until the end, when a Snickers bar fills the screen and the slogan, "You're not you when you're hungry," comes up.

Dive Insight:

Construction workers are stereotyped for being sexist as much as they are universally know for wearing hard hats. Stereotypes are not good things, and this one is hardly fair to workers. But the advertising agency Clemenger BBDO is using it effectively to get its client's product noticed. Should they be?