For the past few years, there has been an emerging cultural phenomenon in the U.S. of very public corporate slip-ups - and then the subsequent “apology video” each company would issue. These videos typically featured an executive staring at camera and offering a heartfelt apology while using phrases like “We’ve let our customers down” and “We deeply apologize.”

In the film “Apology,” an executive from Snickers apologizes for running a print ad that called their customers “jerks.” He explains that, like many other sufferers of hunger, he made a hungry mistake of his own when he approved the ad. And he assures viewers that Snickers is doing everything in their power to remedy the situation. We then see a call center employee apologizing to a customer for upsetting their son on his birthday. We also see a street team modifying posters to change them from “Try New Fiery Snickers, Jerk” to “Try New Fiery Snickers, Please.”