The commercials that is...
Whether you laughed your ass off or bludgeoned your television in outrage, this year's Super Bowl commercials seemed to be particularly provocative. The controversy leading up to game day - over the Tebow antiabortion ad and the banned gay-dating-site spot - had everyone on high alert. The result was a lot of flops, a few laughs and a revival of some good-ole gender stereotypes.
1. FloTV
Men hate shopping. Women love shopping. It's funny when women make men shop because they hate it so much....The tired cliche of this commercial makes it almost not worth mentioning, but that line at the end about the skirt is just too irritating to ignore. Spineless man = woman ... uh uh, FloTV, not cool.
2. Snickers
Being hungry makes you suck at sports... the same way old women suck at sports. Okay, PGH get's why some people took offense to this ad, but it is a pretty f-in hilarious spot and showcases Betty White's awesomeness. White really saves this commercial - presenting herself, as usual, as a bad-ass comedian instead of a fragile old woman. Plus, it must be noted that an old man also stands in for a hungry stud - making the commercial more ageist that sexist ... and we all know old people can't play sports.
3. Chrysler
This commercial seems to have incited the most ire from certain viewers... i.e. those who think these men are whiny little punks. First of all, the ad comes across like the start of a Zoloft commercial, with close-ups on all the depressed faces of downtrodden men. Did they lose their jobs? Were their wives killed in Iraq? Are they watching news about Haiti... oh no, wait. He's gotta be at the office by eight in the morning! Sit through two hours of meetings... oh, god, no...this man has to carry LIP BALM. But, who's making this miserable sap DO all of these horrible things? Well let's see: lip balm, toilet seat down, vampire TV shows, overbearing mother ... ah of course, who could miss the hallmarks of the man-hating matriarchy that seeks to separate all males from their testicles? Don't worry boys, they may take your scrotum, but they can never take your car.
4. Dove
Aside from the obvious stereotyping going on here - Man must unhook bra. Must no be scared. Must learn how change flat - this commercial at least had a sense of humor about gender roles and the expectations placed on men to live up to them. And Dove managed to do it without the whiny, resentful tone Chrysler used to blame women for all the "hardships" these men face. (The woman seemed to have it pretty easy though: say I do, stay in bed, don't fix car. Got it.) Overall, the ad definitely presents an underlying sense of sarcasm at the idea of "manhood" and what it means. PGH appreciates the nod to societal gender expectations.... now next year how 'bout one for the ladies?
Subscribe to:
Post Comments (Atom)
agree that ads were provocative - and generally unfunny - esp. when compared to the ingeniousness of this recent ad:
ReplyDeletehttp://www.notcot.com/archives/2010/02/wk_old_spice_ma.php
see below for another video showing an interview with the ad's creators.
Haha. That should have aired during the Superbowl!
ReplyDelete2009-10 football season must be the season of the men-who-don't-feel-like-men (according to the advertisers).
ReplyDeleteI thought that it was an interesting contrast to the Olympic advertisements which were geared towards women and in particular, moms. Moms who do a LOT of laundry.