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K-Y features lesbian couple in commercial

8 Sep

Today’s post is brought to you by “personal lubricant.” Check out the lesbian marketing action:

I am pretty excited to see gay ladies in an advert like this, being marketed to like any other self-respecting consumer demographic (and not even in a PSA!). Now all we need is to see lesbians, gay menfolk and transfolk featured in commercials for things that AREN’T implicitly about sex, and we’re golden. I’ll start holding my breath in 3, 2, 1…

Shower scum: Keeping it real in body-wash territory

6 Sep

Just when you thought the only thing you had to be afraid of while in the shower was Norman Bates… enter body wash marketing! Yes, folks, even your tenderest of nooks and/or crannies can’t escape subjection to gendered representations of males and females. Here’s an illustrative snapshot of some products I found in my shower:

Innocent enough, right? But wait, look a little closer…

Note that the Axe body wash, primarily marketed to gents, is called “Excite.” This scent will invigorate you! Wake you up! The packaging will inspire you to go on the prowl! To snag lots of womenfolk in slinky dresses! And get powerful jobs with powerful salaries and command powerful armies of sniveling minions!

Compare it with the ladies’ body wash here, called “Calm.” It’ll help you hysterical betches to calm right the fuck down! Stop whining! Quit your bitchin’ about PMS or the Patriarchy or whatever you damn ladies are always yakking about! Pull you back from the brink of hysteria! This body wash is a stop-gap measure before Yellow Wallpaper time, ladies.

Alas, even the woman-on-the-verge’s traditional retreat from the vagaries of everyday life as a second-class citizen – the bathroom – is no longer safe.

Klondike responds!

21 Jul
The ice-cream purveyors at Klondike/Unilever have responded to my complaint about their heinous heinous ads! Read below:

Hello MS. SARAH _____,

Thank you for writing to us.

We do apologize for the experience you reported concerning Klondike Commercials.

Unilever Ice Cream markets its various brands in ways that are meant to entertain and engage our target audience. It was only intended to be humorous.

We certainly do not wish to offend anyone. You may be interested to know that all of our commercials and advertisements are pre-tested and various techniques are used to evaluate consumer reactions. Based on the results of our pre-testing procedures, the presentations are chosen for their majority appeal. Please let us assure you that your comments are extremely important to us in evaluating the success of our commercials and advertisements.

We will certainly forward your comments to the Marketing staff. Consumer comments are very important and evaluated on a regular basis.


Your friends at Klondike

More to come on this later. But feel free to poke some holes in their pre-testing procedures with their target audience. I see no way that these ads wouldn’t offend most demographics – even the darling demographic of straight white men dislike being portrayed as oafish.

Also: Note their use of an honorific!

Vaginas are the center of the world!

20 Jul

Continuing on yesterday’s theme of terrifying advertisements, today I bring you more douchebaggery (no, literally!) via the new Summer’s Eve ad campaign:

I had no idea vaginas had babies ALL BY THEMSELVES! Amazing, I say, simply incredible! Also? Douching is pretty much the opposite of taking care of your “cradle of civilization.” No self-respecting medical professional would ever recommend anyone do such a weird-ass thing to their privates.

Buuuut in a strictly academic sense, at least they’re taking a new approach to helping women get uterine and yeast infections. Just try cradling a civilization after a bout with pelvic inflammatory disease! I dare ya.

Video via Feministe and Adrants.

Klondike bar ads are insulting, lazy

19 Jul

Have you guys seen this crap? Apparently I’ve been hiding under a rock, or at least eschewing prime-time network television, because Klondike’s effort to re-brand was going mostly under my radar until recently. Peep this horribleness:

Oh ha! I get it! Women are boring! Especially if you’re married to them! It’s like torture to listen to them! BAAHAHAHAHA! Hilarious. /sputter Oh yeah, and did we mention gay people are just … icky?

It’s a generally-accepted fact that the very last thing a straight man would ever want to be caught doing is something gay-seeming! Although it might be worse to actually care about the person you committed to spend your life with – hard to tell from these commercials.

Sarcasm aside, it is possible to be funny and sell ice cream without implying that women are insufferable bores and being gay is wrong (and straight men can never show affection). This is lazy work, plain and simple. The Via Agency, the ad agency that Klondike hired to put together their re-branding campaign, should be ashamed.

I complained, I hope you do too. Tell Klondike you won’t be buying their products because of these spots. If you’re an advertising nerd like me and you’re opposed to the ads on multiple levels (not only are they sexist and homophobic, they’re unimaginatively so), you can also scold The Via Agency. Humor ain’t hard, people. Wise up or lose business.

Do you think these ads are worse than normal, or just more blatant? And who decided that all mint flavors must forever come in fluorescent green anyway? Technicolor is for TVs, not food. Sheesh.

Men don’t let men eat vegetables

11 May

What could be manlier than an irrational hatred of dark leafies? A steady diet of beer and prepackaged fatty foods, that’s what! Nothing says “macho” like high cholesterol, diabetes and heart disease. Watch and cringe:

Just shows to go ya, not even menfolk are immune to the detrimental effects of the patriarchy. I’m sure either one of my vegetarian/vegan brothers could tell you a story or two (or six) of having their manly street cred called into question due to their love of fruits, vegetables and whole grains.

Girls can be cheerleaders

7 Nov

In only 30 seconds, this local Portland commercial for Mattress World manages to rewind gender stereotypes by approximately 50 years, scar children’s psyches, and not say anything helpful about its products’ features. They run more than one version of this exact message here during Trail Blazer games – other versions start with the little girl proclaiming her only dream in life is to be a cheerleader and then move on to the little boy with his many basketball-related dreams:

Not only are the gender roles here patently unnecessary and painful to watch, I fail to see how this campaign could sell mattresses. I imagine the crack marketing team at Mattress World sat down and said, “We need to come up with something that the locals will like. Locals like sports, right? Hmm, well there is only one professional sports team in the entire state. So the Trail Blazers are a pretty safe bet! Now, how to relate basketball to mattresses? Umm, well, they have cheerleaders, and players, right? Boys are the stars, and girls are the sideline decorations. But, we don’t want to be too sexy, we are a family mattress company. Let’s use kids, everyone likes kids. Go!”

They probably learned this form of marketing from reading kids’ books from the ’50s: “Girls can be nurses, boys can be doctors! Girls can be secretaries, boys can be businessmen! Girls can be mommies, boys can be rock stars!” Then they watched a few rip-and-replace local car commercials, where car companies come up with a bunch of generic characteristics they ascribe to a region, then voice them over pictures of their vehicles pasted over static images of local landmarks, and call that a regional targeted ad. It’s insulting. What’s worse is that they, and the vast majority of viewers, probably don’t see anything wrong with this approach.




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