Twix’s successful “Need a moment?” campaign has long based its humor on encouraging people to lie themselves out of various embarrassing predicaments. Though almost all of them portray men as stereotypical sexist creeps, they have generally been within acceptable limits of exaggeration for the sake of humor. Its recent ad, however, crosses ethical lines by seeming to trivialize and even encourage infidelity, while claiming that the product can facilitate it.
In the spot, a man’s girlfriend (or wife) glances at his cell phone while they are in a coffee shop and confronts him with the fact that a “Terry” has texted that she “needs him.” After momentary panic, cured by a delicious Twix bar, the trapped cheater convinces his significant other that “Terry” is his boss, and a he. Then Terry texts to “bring the whipped cream.” “For his latte,” the player explains.
The original ending suggests sexual infidelity, which may be why it seems to have been cut from the shortened version now playing.
Betrayal, infidelity and lies have long been fodder for farce and comedy, but this commercial seeks to corrupt the the viewer by encouraging him to sympathize with the cheater—he is, after all, the one eating the Twix. A commercial that promotes its product as a useful tool for liars and the secretly promiscuous is selling bad attitudes and bad conduct as well as sweets.