Why Twix's Halloween Commercial Has Divided the Internet

A Halloween-themed advertisement sponsored by Twix, the chocolate bar brand owned by Mars (the American confectionery company), has sparked heated debate on social media.

The commercial features a clip from "The New Nanny" episode of Hulu's "Bite Size Halloween" series, and shows a child in a dress and his babysitter, a woman in an all-black outfit and dark makeup wearing a witch hat.

In the video clip, the woman is seen in the driver's seat of a car, with the child sitting in the back. She asks him whether he "buckled" his seat belt and the child says: "I'm still wearing my princess dress."

When she asks: "Do you wanna wear it?," the child nods his head. The pair are then seen at a park, where the child kicks a soccer ball around before another boy, who is wearing a cape, shouts: "Hey you, princess. You look like a girl. Why are you wearing that?"

The child wearing the dress turns towards the nanny and says: "Dressing like this makes me feel good."

The boy in the cape then asks: "Is that your nanny? She looks weird. You look weird, your nanny looks weird. You guys are both weird."

The child in the dress then says: "No, we're just different," to which the other boy replies: "Boys don't wear dresses."

The woman is then seen with her hands raised, while a strong gust of wind appears to blow the boy, leaving only his cape behind on the grass.

As the pair walk off together, the child in the dress asks: "Will he [the boy in the cape] come back?" The woman replies: "Yeah, probably," before the scene ends and the Twix logo appears.

Earlier in the ad, while playing outside his home, the child encountered two young girls, one of whom asked: "Why are you all dressed up? It's not Halloween yet."

The child then rushed back inside, while the nanny appeared outside the home. One of the girls asked: "Are you a good witch or a bad witch?," to which the babysitter replied:

"Do you want to find out?," as the wind suddenly blew against her hair, while the girls looked at each other perplexed.

The candy bar was not featured in the ad, apart from its logo at the end of the video.

Twix's Halloween Ad Sparks Debate on Social Media

The commercial had mixed reactions on Twitter, with some users praising it as a positive message, while others described the "woke" ad as "disturbing" and "disgusting."

Director/screenwriter Q. Allan Brocka, who describes himself as an "LGBTQ Asian American" on his Twitter profile, tweeted: "The new Twix Halloween ad featuring a gender nonconforming child in a positive light has the maga [Make America Great Again] crowd screaming for some reason."

The new Twix Halloween ad featuring a gender nonconforming child in a positive light has the maga crowd screaming for some reason.
🖤🤎❤️🧡💛💚💙💜 🏳️‍⚧️pic.twitter.com/r60RCoZPh3

— Q. Allan Brocka (@allanbrocka) October 28, 2021

Another user, @Sonnet_Fitz, tweeted: "Let's be honest, I was planning on eating like 30lbs of Twix for Halloween anyway. They slap. But this ad makes me love them so much more."

While @TriumphantBass also praised the commercial showing "a princess boy being supported against bullies."

The user appreciated the ad "as Halloween is often an excuse for trans, nonbinary, and gnc folks to experiment with presentation (and the comments are proving why we still need stuff like this, *sigh*)."

User @MadKCLaLa wrote: "Eat more Twix everyone! Happy Halloween! Best Commercial ever." And @LeiaBryant13 wrote "love that commercial" in a reply to a tweet by another user who said they would "never eat another Twix again."

@twix your Halloween ad is disgusting. Glorifying the occult, grooming children, and violence against children. Disgusting. You should be ashamed.

— Amanda Hernandez (@AmandaH4677) October 28, 2021

The ad was criticized by several other users, including podcast host Jesse Singal, who tweeted: "Ladies and gentlemen, I have for you the absolute dumbest, I-don't-even-know-who-to-root-for culture war skirmish you will ever see, just on all sides, doesn't get stupider than this," sharing a link to a report on the commercial by The Daily Wire, an American conservative news website.

User @ss_shocks called the ad "disturbing," while user @NotYizz described it as "one of the most #AntiWhite and #AntiMale commercials I have ever seen X_X."

@AmandaH4677 wrote: "@twix your Halloween ad is disgusting. Glorifying the occult, grooming children, and violence against children. Disgusting. You should be ashamed."

Sharing a YouTube link of the commercial, user @Critical1Think tweeted: "Isn't nice when companies decide to go woke (@twix) so you know never to support them or their products again? Only this time, they include murdering a kid because he said someone looked 'weird.' #Twixsux"

User @StandingforXX tweeted: "theposieparker: A few years ago this would have been a great advert, nowadays it's agenda pushing and rather boring."

Newsweek has contacted Twix for comment.

A child wearing a Halloween-themed costume.
A child wearing a Halloween-themed costume. iStock/Getty Images Plus