Speaking of that awful Snickers ad, I have to confess that when I saw it, I was offended, too. Not by the homophobia, though that was obviously distasteful.
I was offended on comedic grounds.
They stole the classic "Those arent pillows!" scene from Planes, Trains & Automobiles. Without shame. And ruined it.
First they rendered it unfunny, by stating the premise. Steve Martin didn't need to say, "Those aren't pillows! They're my thighs! Your hand is between my thighs! We'd better do something manly!" That would have been really unfunny. The Snickers dumbing-down is what happens when "creatives" have no respect for their audience.
Then Snickers made it offensive. Steve Martin and John Candy were cartoony in their shock, and lame and doofy in their attempts at "manliness." And they quickly let it peter out. The joke was on them.
The Snickers guys were genuinely afraid. And ripping out your own chest hair is not only gross, it's really homophobic. As in, "I'd rather be in agony than have anyone think I'm gay." Or even worse, "I deserve to be in pain for doing something so gay."
And why is ripping out your chest hair "manly" anyway? If anything, chest hair removal is something I associate with metrosexuals.
Plus the two guys just looked gross.
So the whole thing was a mess. An offensive mess. And a stolen one at that.