This has got to be one of the biggest advertising mis-steps this decade:
Dale Earnhart Jr.'s new candy bar. So the sport with probably the highest percentage of homophobes gets a candy bar named "Big Mo"? Now, I suppose the "Mo" could be for "Motherfucker" or even "Mormon"... but I've always understand it as frathouse shorthand for "Homo."
The ads running in this month's comics say that the "Mo" stands for his hometown. Good try.
Here's the hilarious About page on the BigMo website, which contains the following vapid, insulting text:
What is Big Mo'? Sure, it's a candy bar, but it's also everything that Dale Jr. loves - including chocolate, peanut butter and caramel. Big Mo' is racing. The way you need it like oxygen, because it's in your DNA and if you're not around it, you can't keep going. Big Mo' is your buddies. Hanging out 'til all hours of the night crackin' jokes, playing pool and just kicking back and having a good time like you always do. Big Mo' is being true to yourself. When you get right down to it, that's the only thing that matters - doing what you love because you love it and not needing any other reason.
Yeah, "all hours of the night crackin' jokes." Boy, do they know us! Though I must quibble, I'm usually found "playin'" pool, not merely "playing" it.
I swear, the whole thing looks like a Something Awful joke.
