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What Sexist Crap Would You Do For a Klondike Bar?

Klondike rolled out a new ad campaign last week called "5 Seconds to Glory." The premise: You must complete a five-second challenge in order to get your hands on a Klondike Bar (a square of chocolate-covered ice cream). Why you can't just bypass the challenge and go straight to the bar itself is beyond me, but the real kicker here is the misogynistic, homophobic challenges Klondike presents.

Behold:

A man must listen to his wife for FIVE WHOLE SECONDS before he is rewarded!

OMG two men have to HOLD HANDS for five seconds!

Now we can only assume that Klondike is targeting straight men with this campaign (I doubt many LGBTQ folks or straight women are digging these "challenges") but even so, they are remarkably sexist and homophobic. To state the obvious, Klondike tells you the viewer (a white, straight man of course) that the acts of listening to your spouse and holding hands with another man are so difficult and distasteful that you should not have to do them for more than five seconds, and that you should be rewarded for your considerable efforts with an ice cream treat. Oh, and because that wasn't enough to drive the sexist point home, once your time is up you'll also be literally showered with confetti by scantily clad women. You know, because you worked so hard for five seconds doing the unthinkable. Poor baby!

Of course this particular brand of masculinity-at-all-costs sexism is nothing new in commercials, but I am especially bugged by this campaign because WTF does it have to do with ice cream bars!? The notion of this "5 seconds" challenge makes no sense to me (seriously, just eat the Klondike Bar), and homophobia and misogyny do not belong in the freezer next to delicious ice cream. What could be less gendered than ice cream? Its tastiness should be uniting us, not dividing us!

Something I did not previously realize but am now completely unsurprised to learn is that Klondike is owned by Unilever. You know, the parent company that also owns Axe Body Spray and Dove. I guess sexist commercials run in the family.

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Comments

68 comments have been made. Post a comment.

*rolling eyes*

Wow. Those are, in a word, PATHETIC. I have yet more reasons to be happy I no longer have a television and watch all my shows online. These are ALMOST as bad as the Virgin Mobile stalker adverts, but as those have that extra 'illegal' creep factor, they probably win...

agreed

I have a TV but NOT cable - I only watch DVDs and TV shows online. Stuff like this is part of the reason I got rid of cable. Not surprised that Klondike is owned by the same company as Axe - those commercials make me fume. Also makes me happy that I have a husband who will listen to me for longer than five seconds without the promise of an ice cream bar.

i feel the pain seeping from

i feel the pain seeping from the pores of the makers of this advertisement.

i think they are juuuust like the guy in the first advert - unhealthy with a dodgy complexion caused by too many kondike bars which have caused them to be glued him to the couch, making an honest bout of sexual intimacy as likely as something fresh and green in his dinner.

very illuminating about the content creators. they should watch less tv and eat better food imo.

"making an honest bout of

"making an honest bout of sexual intimacy as likely as something fresh and green in his dinner. "

LOL!

The version of reality that TV has created is weird indeed.

The scary thing is that many

The scary thing is that many people are more ready to believe the Klondike version of reality than the one happening in real life where the sunshine is.

Yes to the ads but...

I agree with you that these ads are vomit-inducing, but let's be careful when making assumptions about people's health and eating habits. We don't know what the creators of this ad look like or eat and we don't need to know—we can criticize the ad on its own (lack of) merits.

Thanks!

____________
Kelsey Wallace, contributor

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i guess i was also trying

i guess i was also trying making a point (perhaps unsuccessfully) about what the ad was selling. they're sexist and homophobic adverts, but they're also selling something that is (forgive me for not researching the ingredients exactly) pretty much sugar and refined flour mixed together with a few dodgy fats and a helping of salt - all things that contribute to low energy levels. so (i was trying to say), if this man eats the product in this ad a lot it would go some way to explaining a bit about why he's not the interested in his wife ... i guess i see food, and especially how it's sold, as political too ...

I guess it's time…

I guess it's time to update "here's your f@#&ing cookie" to "here's your f@#&ing Klondike."

Time for a new ad agency

... what's next? have little boys wear hot pink nail polish? oh, wait... that's been done.

Why such open hate?

I honestly think some people read into these things WAY too much and need to come off of their high horse a tad.

I think these commercials simply represent things that can make you uncomfortable. Maybe even representing annoying, but tongue in cheek humorous characteristics in the average person/relationship/interaction.... not directly insulting unless you have a chip on your shoulder.

An example? My grandfather, a WW2 vet who saw Normandy's beaches during the carnage, was of a different generation who felt the womens place was in the home. My grandfather, even though cut from that old cloth, would still pull down all of the drapes and close all of the curtains so the neighbors would see him helping my grandmother clean and vacuum the house. It would, however, amuse my grandmother to no end to see a man vacuuming the house for 5 seconds to earn a Klondike bar.

Its something that was likely done in good humor. hyper-analyzing these things will only give you an ulcer. Lighten up.

Yeah, well...

Hi wow,

Since our mission is to provide a feminist response to pop culture, it is absolutely our job to "hyper-analyze" things like this. Please see our comments policy (linked to in my signature below) for more on why we won't be coming off of our "high horse" any time soon when it comes to critiquing pop culture. (You may be right about the ulcer though—these ads do make me a little sick to my stomach.)

____________
Kelsey Wallace, contributor

Ask me about our Comments Policy!

moron

This isn't "offering daily feminist response to pop culture" It is being a whiny bitch, learn the difference.

You know, responding to

You know, responding to feminist criticism with the phrase "lighten up" will never not be condescending.

Thanks, though! From now on, whenever I see mass media sending the message that my gender and sexuality are painful, horrid things that should be avoided at all costs, I'll just laugh it off.

Not.

There was no condescension

There was no condescension implied. Its simply the raw meaning of the phrase.... lighten up. I do not believe that advert said anything about your gender or sexuality being painful. It did, however poke fun at those who are uncomfortable with those things no?

Nobody is asking you to laugh your beliefs off, just don't take offense where none was intended.... aka overblowing the reaction.

How wow...

Your privilege is showing.

What you're not understanding, is it's NOT a light topic. There are people every day who are SEVERELY mistreated because of their gender or sexual preference. These ads are essentially saying "their suffering is funny and unfounded." These ads would be akin to jokes about "Darkies" during the African American Rights movement; they're harmful, they're counterproductive, and they're sure as hell not something to "lighten up" about.

Just because something was

Just because something was the norm in a past generation doesn't mean that it is a good idea to use it in a commercial. Blackface was part of comedy at the turn of the century, but that doesn't mean if I use blackface in an ad for cornbread mix that it's "done in good humor" and is acceptable.

I do get a bit of cringe from Kelsey's "Why can't you pass up the challenge" bit, because "What would you do for a Klondike Bar?" is a seasoned, and on its own, non-offensive slogan. Also, I don't put much into the idea that because Klondike and Axe share the same parent company, this has anything to do with the direction of this campaign. Unilever is a MNC with diverse holdings. The corporate structure isn't going to be involved in the sales tactics of individual products of their companies. For example, they also own Ben & Jerry's, which doesn't advertise on television much at all, and their print ads are relatively tame.

Rather, they follow the advertising of our pop culture. Reactionary advertising that reinforces men as men and women as women and everyone as being either a joke or non-existent, well, that's our situation.

Not nearly as bad as that awful Degree ad with women with jingles ad.

I did not say it was OK to

I did not say it was OK to use past generation ideology in todays world. I only provided a real life example of how such humor could easily have innocent connotation when considering differing demographics. The blackface reference is a bit much considering the example given.

I do agree with your sentiment regarding the second paragraph of your reply. Good point.

I appreciate Kelsey's

I appreciate Kelsey's response to this message, but I don't like the use of the term "hyper-analyze." We aren't hyper-analyzing this ad campaign; we are simply analyzing it, period. The analysis just happens to be feminist (does this automatically upgrade it to hyper? I don't think so). The truth is, the point of any analysis of ads, media images, and pop culture in general is simply to look for the underlying messages. While it's easy to just consume popular culture blindly, it's hardly smart. Every consumer out there should occasionally pause and question what they're watching, what they're buying, and why. We just happen to be doing that with a feminist perspective, which makes people uncomfortable because it tends to question the dominant system of white and heterosexual privilege. And even though I resent the way this comment implies that feminists have "a chip" on our shoulders, well, we do. A chip that was put there by the system we're questioning.

not so much.

My issue with your response stems from the way people are truly hypersensitive.... thus leading them to hyper analyze these commercials. Being a feminist web site had absolutely ZERO impact/reason for my saying the ads were being hyper-analyzed. It does get to be a point of irritation when anything said or typed, or advertised for that matter, is automatically assumed to be homophobic, racist, sexist, etc., thus immediately disqualifying any truly quality statements made.

My use of the word hyperanalyze was just that... a term to describe an action, adjective, adverb... etc? Just a descriptor. The "chip" on your shoulder is the same way. I said it to give my impression of the author of the article's personal reasons for attacking the ads. If I am wrong, so be it. Just an opinion, based on what I read,. not what type of web page this is, or who predominantly frequents it, or even what type of content it has. I was lead to this site by a FB friends link and took interest in the topic. no more, no less.

I do not attack anyone, nor do I want to be perceived to be attacking anyone. I simply think these ads focus on what can make people uncomfortable, and thats what makes them amusing (for the most part). As someone else said in this thread, the accusation of homophobia is a bit out of scope as its clearly making fun of the "macho men" (homophobes?) and how uncomfortable it would be to have to hold hands.

As I said before, my grandpa was of that ol generation where women were the house keepers, but he would pull the drapes and shades so neighbors wouldnt catch him helping my grandma clean. He was a loving husband and father and grandfather..... but... my grandmother would be greatly amused to see a man having to vacuum for 5 seconds to earn ice cream. That was my impression... amusing for some demographics, maybe not for others. They made several of these ads to hit other demos no? I don't see any animosity or hidden agendas here. This is why I feel this particular article to be hyper-analytical. Being feminist doesn't make it "hyper" any more than me being gay makes it "fruity". Please don't read into things with such harsh eyes!

"amusing for some demographics but not for others"

I think that's the point of this article about the commercials. Companies do make different ads for the same products to appeal to different demographics, which is not inherently a bad thing. But I think the problem arises when ads are made to appeal to a certain demographic at the expense of other demographics. Advertising ice cream to men is one thing, but advertising ice cream to men by making women look like bores and tedious to be around is another. There might not be a "hidden agenda," or even conscious "animosity," but the upholding of sexist and heterosexist ideas--that women are boring and man-to-man contact is gross--as seen in these commercials, is harmful. Yes, they're only twenty-second commercials and yes, they are relatively trivial, but the trivial things ad up, and end up making an impact on how people think about themselves and one another. If Bitch and its commenters are being "harsh," it's because we recognize that big and small instances of -isms are part of a large, complex and deeply-rooted system of privilege that touches our lives in thousands of ways.

Thank you for not

Thank you for not forum/thread-flaming me! I like some good hearted debate and I can now see what you (and others?) are saying. I think the primary difference is the taste it leaves in each individual's mouth. I grew up in a farm community, so little things are something to brush off and ignore... keep on marching,..etc. I can see how little things add to a greater issue, much like little streams add up to a large river!

I don't see the message as "man-to-man contact is gross", but more uncomfortable for two straight men and even I think its humorous. Its about perspective I guess.... and maybe the mood you are in.. or the time in your life you experience something. Thank you for taking the time to explain ! That point of view makes sense!

Re:

It is 2012 and not amusing anymore.

OH NOES!!!

Those men had to HOLD HANDS! Let's bring attractive women in to re-affirm their heterosexuality!

And yeah, seriously, just eat the damn ice cream...or get an its-it or something because klondike bars are actually not that exciting.

Of Course!

And while we're on the subject, how about the notoriously sexist Carl's Jr. commercials? Their latest commercial literally states, "we don't have ugly models because ugly models don't sell burgers." How refreshing.

Yep.

I agree. The Padma Lakshmi Carl's Jr. ad irked me the most. Not Padma!

____________
Kelsey Wallace, contributor

Ask me about our Comments Policy!

and while I'M at it...

I'm throwing McDonald's in the ring... the radio commercials I listen to on local stations (which for me, is the stretch between Albany and NYC) are grossly tinged with racism and sexism, and though I don't have cable, I'm sure their tv ads can't be much better. Even without a visual cue, many people aurally identify race from a voiceover... so when we have a sexy black male voice telling us to bring our "appetite, baby" to McDonalds so he can "give us what we want" - which is described as chocolate, mocha, rich, dark, when it's a coffee drink, or hot, steamy, buttered when it's a food item... Ew. We're sexualizing coffee now? In another ad, we have a young brother saying he'd sooner commit to his girlfriend (the horror!) than give up his McNuggets. Fried chicken jokes? REALLY?

And FWIW, white people in the ads tend to be characterized as neurotic self-obsessed materialistic brats who prefer fantasy to dealing with reality. (Guy reverts, talking to his invisible childhood friend; woman has a frappe (or some such shite) and wistfully recalls her first taste of romance as a teen, who of course wasn't with the guy she's married to, he's yucky and certainly she must be bored with him.)

Those are just my gut reactions, I'd love to hear someone's thoughtful and balanced deconstruction of these and other advertisers...

I think it's funny that, in

I think it's funny that, in my viewing experience, the crappiest products tend to have the most offensive commercials. Miller Lite (which was the subject of the article that this article linked to) tastes like watery skunk pee, Axe makes my eyes burn (and I don't like Dove products either), and although Klondike bars are tasty, they're a real pain in the ass to eat as they have no popsicle stick. Maybe these companies are just looking for some attention? Not, of course, that it in any way excuses their gross ad campaigns.

I do seem to remember that Klondike ads used to be a little more universally appealing, and the "challenges" were more gross-out-humor based than sexist or homophobic based. They did, as I recall, feature predominantly white men as the sympathetic characters.

What Sexist Crap Would You Do For a Klondike Bar?

I am a heterosexual man who agrees. So much so, that I wrote Unilever an email, well before my wife shared this link, informing them that at least one person would not buy their products because of this ad campaign. Hope it helps ease the annoyance.

Real women apparently don't eat ice cream

Real women apparently don't eat ice cream seems to be the take away, only weak men who need their sexuality affirmed do. Really, cheerleaders? Such a cliché and simplistic ad campaign indicating a target audience who probably doesn’t read Bitch Media.

What would I do for a Klondike bar? Not much.

un-believable

I read this article, had to scroll back up to see when it was posted, figuring this was an old link.

I'm having a difficult time wrapping my brain around this being real and acceptable by some in this day and age.

No Homo

Yeah the first one is pretty bad, but I wouldn't consider the second one homophobic, but rather making fun of men who are too "macho" to have any closeness or intimacy with someone out of fear of being called gay. Why else would it be supposedly funny? It's funny that they're uncomfortable, that this is a "challenge" for them.

"out of fear of being called

"out of fear of being called gay:"

That's part of what homophobic means. It's a negative attitude toward the LBGT community. There's more to homophobia than just people holding "God hates f*gs" signs and committing violent acts against people who are gay/queer/etc. The "challenge" given to the two men in the commercial is only a challenge because of their apparent homophobic attitudes.

Eh...

Sort of? I mean, it's pointing out a trope that exists, but I bet for most people they watch and are like, "OMG dudes holding hands." That the challenge is something associated with gayness and it's seen as something you have to "get through" to get a prize is a little troubling.

...seriously?

so, they aren't homophobic, they're just afraid of being labeled as gay.

wait. what?

perhaps there's something more telling here

While I do agree that these ads areoffensive to the groups referenced, my first reaction is more one of pity than irritation. How depressing is it to consider the supposed love of your life a source of boredom, only to be listened to under extreme duress? Of course, the creators probably intended it as bleak, wry humor, but I can't help but feel that to see the image of an inherently unhappy couple depicted again and again harms the viewer as much as seeing the stereotype of a tired husband suffering a boring wife. It disturbs me to think that many would have no issue, and would perhaps even laud it, if it depicted a bored wife vs. her husband, or a homosexual couple in a similar situation.

As for the second commercial, I agree that it represents holding hands with another man as something abnormal, and this again raises my ire. Nevertheless, I feel that the inability to express closeness in something as simple as holding hands with another person is another poverty that enters the viewer's subconscious and robs them of another way of showing affection.

Essentially, while I agree that these ads unfairly target and stigmatize women and homosexuals, they inflict another (and I believe unappreciated) harm of limiting the scope of the viewer's empathy. Stigmatization does this on its own, but the behaviors we're encouraged to see as abnormal (being engaged with your spouse, holding hands with someone, regardless of gender) have problems of their own.

The worst part is...

The worst part is that you just showed two commercials for a brand you don't support.

ice cream is gendered

The author says, "What could be less gendered than ice cream?" - to which I say, the systematic use/abuse of animals purely for their reproductive functions seems pretty gendered (or sexist) to me. Bulls (male cows) don't produce milk at all. Cows don't "automatically" produce milk for human use; it's produced following their pregnancy (usually resulting from forcible impregnation) and having given birth (with the calves quickly and forcibly taken away for slaughter or to grow more "milk machines"). It seems to me that the objectification of cows is not dissimilar from the objectification of women (those domination paradigms may work in parallel).

Otherwise, while I agree the ads are both silly and (hetero)sexist, I believe the point is not that they be taken at face value, but rather this is an "irony" appeal. It's supposed to be a nod-nod, wink-wink affair where the audience knows that these "trials" are ridiculous and find the old stereotypes funny in a self-aware ironic way. I don't buy that kind of irony as being completely free of the bias it is supposedly ironically enjoying, but it seems like the irony fixation of modern ad culture (and culture at large) is missing from this discussion.

I've long been leery of the

I've long been leery of the "irony" angle. There are certainly times when irony/satire can be very useful in pointing out things like privilege and injustice, I find that more and more often "irony" is used as a cover and an excuse to produce the same old sexist, racist, homophobic or ableist crap so many people have been trying to get away from, and is often used to turn the argument against the accuser, as in "This is ironic. If you can't see the irony, it's because YOU'RE racist/sexist/ableist/whatever."

You're right in saying that irony and the fixation with irony should be examined, as it seems to so often come with pretty disturbing messages about what's acceptable, and how to make something otherwise unacceptable acceptable.

I honestly don't know about the cows, though. I feel that's another discussion. Although I suppose advertising ice cream, which is usually considered unhealthy, to men rather than women supports the stereotype of a weight-obsessed woman.

OMG no. Fucking stop

OMG no. Fucking stop comparing human opression to cow opression. I'm a vegan, but I realize not everyone is as priviliged to be able to choose their own groceries or even afford to choose what to eat. You are spewing classist bullshit, also women and cows are not akin. Fuck this. You sound like an anti-choicer.

Now, wasn't it Dove who put

Now, wasn't it Dove who put out the feminist "Dove Evolution" video, on the photoshopping of women into unattainable phony "beauty"?

This ad campaign that you're criticizing is clear hyperbole, and it might be a wee bit dense to have missed that. If anything, it's a riff on a straight white male stereotype.

The same people who own the

The same people who own the Dove brand also sell whitening cream to women in Asia.

I don't know about this video

I don't know about this video you're referencing, but it was Dove who told us that "real beauty" comes in an extremely limited range of sizes and shapes, and who is now telling us that we should be ashamed of our disgusting armpits (until, of course, we buy and use their magical solution to the imaginary pit problem.)

Come on Now.

All of you who think that this is offensive just need to get a sense of humor. I'm a girl and I find absolutely nothing wrong with these commercials. The first commercial is just poking fun at the stereotypical concept of a man ignoring his wife and finding it painful and difficult to listen to her. You see stuff like this all the time on tv and in movies, the wife is often portrayed as annoying and talkative while the husband is often indifferent, quiet, and avoids conversation with his wife by all means. The second one is just making fun of the tough guy stereotype. It's commonly thought that people like biker dudes are too tough for intimacy and they definitely don't want to be seen being intimate with another man. Sure, there are homophobic undertones, but there are examples of this commercial in media everywhere. For example, the common "there's only one bed so two dudes have share it" situation is seen plenty of times. The two guys often talk about the "no touching, no cuddling, and no fondling rules". This commercial has the same concept. Stuff like this is everywhere in the media, if you can't deal with that and if you can't stop bitching about it, then just don't watch tv.

Sorry...

As I mentioned earlier in this thread, as a media organization that strives to provide a feminist response to pop culture, we are never going to stop "bitching about" this stuff (nor are we likely to ever stop watching TV). Check out our comments policy (linked to in my signature below) for more on why we take pop culture seriously around here.

In response to your other suggestion, I'd like to think that we already have a sense of humor and thus don't need to get one to enjoy these Klondike ads, but we might have to agree to disagree on that point.

____________
Kelsey Wallace, contributor

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You need to look further

The premise of both of these ads rests in the comedic value of people doing things they absolutely don't want to be doing, which on its own would be no cause for concern except that in these commercials, what they don't want to be doing are things nobody should have any aversion to.

The first ad plays on the trope that no husband could possibly value what his wife (and by extension, any woman) might have to say, and therefore it's just soooo funny to watch him squirm and tough it out until he gets the sweet sweet reward of ice cream at the end, made all the better because it's delivered by hot girls for him to ogle and romp with and thus completely justifies the horrible torture he just endured at the hands of his 'inane, babbling spouse.' How lucky for him.

The second ad implies that two men holding hands is so repugnant that it makes for a good trial of willpower in the hopes of receiving that glorious Klondike bar, again, also delivered by hot girls eager to party and dance with these dudes and make up for the fact they just had to endure FIVE WHOLE SECONDS of icky icky man contact. In other words, relax fellas. Any bit of homo-erotic discomfort you may experience can be assuaged by the most petty of material rewards. Also, notice the implication that bubbly svelte models are part of the reward for this, further objectifying women and putting a rich, creamy dolup of misogyny on this already trans-fat-loaded lump of gender/sexual orientation stereotyping.

You're absolutely right that "you see stuff like this all the time on tv and in movies", and that's part of the problem. This stuff has become so normalized that it's easy for many to say it's "just not a big deal" when, really, bigotry and dehumanization persist not through grandiose purposeful acts of oppression, but rather through small, subtle, interconnected behavioral patterns.

If they were really interested in overturning stereotypes, they'd have a husband realize "hey, my wife is actually an interesting person and I enjoy talking to her! (after all, that's presumably why I married her in the first place)." Or, two tough dudes would hold hands and realize "hey, this actually isn't so bad. I guess hand-to-hand contact doesn't automagically reverse my sexual orientation, and even if it did, so what?" Of course, that wouldn't be as "funny", but I'm in the camp that's fine with social progress coming at the expense of a blockheaded cheap laugh.

ouch

"This commercial has the same concept. Stuff like this is everywhere in the media, if you can't deal with that and if you can't stop bitching about it, then just don't watch tv." <---- Sorry to dissappoint, but the Bitching will continue until we start seeing what we want on television. We are consumers of media too, and we have a right to voice our opinions on what we like and don't like. How are we ever going to attain more feminist, LGBT-friendly, progresssive portrayals in the media if we don't make our voices heard?

Yes, sexism, homophobia, and other prejudices are amass in mainstream television and media, but that doesn't make it right. Should we just shut up, accept it, and not complain just because sexism and homophobia happen to be the status quo? I think not.

P.S. My sense of humor's perfectly intact, thanks very much!

Klondike

Dang, one more of my favorite products that I have to list on my "boycott" list. It getting so I have to go to my local farm to buy food that doesn't poison my soul as well as my body.

It is terribly unfortunate

It is terribly unfortunate that Unilever owns Dove, who has membership in the Confidence Coalition, and started the Campaign for Real Beauty and the Uniquely Me! program for the Girl Scouts of the USA. I sent messages to Klondike, Unilever, and Dove, as well as to the Confidence Coalition and Kappa Delta Sorority (started the Confidence Coalition) expressing my distaste for these ads and how they seemingly go against all that the CC and CfRB stand for, entreating them to reevaluate their parternerships.

I'm glad to be made aware of

I'm glad to be made aware of the crap advertisers come up with. I just wish people put more emphasis on the part of the media that sends a good message. I think people are so busy highlighting the nasty parts of it that they forget there are good things out there. In the end, all it does is make people all hot and bothered with nowhere to go. We need to see what we should do more than what we shouldn’t do. For example http://tomkolovos.wordpress.com/2011/04/17/ashleigh-mcivor-and-the-2012-... and http://www.redbullusa.com/cs/Satellite/en_US/Video/ashley-fiolek-commerc...

I think it's both

I think it's both misogynistic and sexist towards men because it's basically saying that men don't have the hearts to listen to women and that men are dumber than women. When obviously, in reality, there are very loving true men out there who aren't ashamed to care for the women in their lives. It's also saying that men who DO care for women should stop because that's not "manly."

"Sexist towards men." LOL

"Sexist towards men." LOL nope.

Unfortunately these ads are

Unfortunately these ads are actually now shown on the internet. If you watch movies on "college humor" for example you get the first one every time. I am happy someone made a post like this, because these are some of the absolutely worst sexist advertisements I have seen in a long time. They actually remind me of advertisements you sometimes see people post from the 1950s about housewives. Truly distasteful and it is actually amazing they thought it was a good idea.

I am happy someone wrote an article about these advertisements that I saw and truly disturbed me.

PS: Just to note, Klondike bars taste terrible and get your hands sticky. Now I have even more reason to dislike them.

These commercials

I personally love these commercials. Using satire and hyperbole to make fun of stereotypes is hilarious. If you think this is blatantly sexist, then you need to go back to high school and pay attention when they read anything by Mark Twain or Oscar Wilde.

I think these commercials are

I think these commercials are hilarious. If you listen to the wife talk, she is annoying and talking incessantly while the guy was trying to watch TV. That is painful. I don't watch TV but if I am doing something and my wife starts talking to me about something that is clearly trivial, I have to work very hard to be diplomatic and listen. It can be painful being nice.

Switch the roles and it's still funny.
9
There is a natural aversion for dudes, especially ones that are trying so hard to act macho, to (not) want to hold hands with another dude. It's not a choice. It just is. I have lots of good friends that are gay men and I care about them and respect them, but I sure as heck am not holding another dude's hand. It creeps me out. I'd wager that 98% of men feel the same way. It's instinctual. So the commercial is very funny to me.

By the way, I just spent a good five minutes studying various definitions of homophobia and the fear of being considered gay was not included. In my understanding homophobia is directed towards others, not inwards. Good example is that two of my closest friends are very femme gay men. But I personally would never want anyone to think I was gay - in a very strong way. Does that make me homophobic? No.

Michael is right on. I watch

Michael is right on. I watch the wife talking commercial 5 consecutive times and milk came out of my nose each time. Listen to what she's saying. It's not as if she's telling her husband she has a terminal disease. Does anyone have a sense of humor on this site?

Posting a response to the ad

Posting a response to the ad on Klondike's comments page would help. Mine was

"Regarding your recent "Listening to His Wife" ad,

Not only is this ad blatantly sexist, the ad ignores the fact that most men like this guy don't go shopping for their own groceries. What self-respecting wife/girlfriend/etc. would buy a product for their husband or family whose advertising directly insults her? If a guy can't listen to his wife for 5 seconds, he certainly has too much ADD for the supermarket/711/whatever.

There are better ways to make a viral video, ones that don't make people mad enough not to buy your product. I used to love Klondike bars when I was a kid. They did become kind of outdated, and they stay this way when dredging idiotic ad themes from the 1950's. As a woman, even as a single woman, I am insulted by this enough to cringe every time I see Klondike, and avoid buying them as a result. Is that any way to represent a company?

You don't want women to buy these? You got it."

So glad

I'm so glad someone posted about these awful commercials. I mean, seriously. Talking to your wife? Its the sort of thoughtless sexist statement that takes me right past enraged to straight depressed.

The new batch of ads has certainly "reminded" me of the klondike bar. They hadn't crossed my mind in a while. But now when i see them in the freezer at my local convenience store, i think "eww. sexist commercials" and not "i could sure go for some ice cream". I have to imagine they're losing business.

Ridiculous

These commercials are ridiculous and perpetuate the stereotype of the henpecked male and homophobic bikers. How are we supposed to encourage people to have good communication in their relationships (i.e. have a healthy one) when we over and over reinforce that women have nothing important to say? And that it's a chore for men to listen to their spouses. To me if you liked someone enough to marry/live with them then chances are you enjoy their conversation. Also, I lived in South Korea for 3 years and men there often hold hands with other men and women with women as a sign of friendship. Thank the powers that be for the PVR which means I don't have to watch crap like this anymore.

your post is ridiculous. read

your post is ridiculous. read Fahrenheit 451... you are simply too sensitive and have too much free time. you're an embarrassment to your gender, you show a lack of thinking through the problem and approaching it rationally, and you overreacted with an emotional gut feeling... if that's not perpetuating sexist stereotypes about women, then i don't know what is. The sexual relation between a man and a woman isn't broken or wrong... the perception of women based on things such as your post is.

The stereotypes and

The stereotypes and sentiments depicted by the media inevitably become engrained in society. Ads like this are dangerous because they perpetuate homophobic and sexist feelings, and make them socially acceptable. Now, riddle me this... how does someone who is clearly extremely sexist end up on a blog like this?

Wow really? These are

Wow really? These are hilarious. People need to get their heads out of their asses and stop being so sensitive. The internet is like a big pillow nowadays and all you oversensitive losers stick your face in it and cry your digital eyes out every time someone says anything that's not completely PC.

Gonna go buy like...10 klondike bars now.

I just ate a Klondike Bar...

... Because I survived reading more than 5 seconds of this article.

*+1 Internet*

*+1 Internet*

Never will buy again

Amazing, a lot of shoppers are women, Klondike. I will never buy these bars again. You are not a beer commercial, you are nothing but an ice-cream pusher. There's a lot of ice-cream out there that is better than yours. Used to buy all the time, I have 3 young kids and an ice-cream happy husband...good-bye.

OMG

My wife thought these were as funny as I did, and now we're gonna go buy a case of them yummy Klondike bars. ITS HUMOR!!! No one getting killed, raped, maimed, bullied, beat up, teased - just real life. You think that some married guy all of sudden after seeing this realizes that listening to his wife is terrible? We both already knew this before we even got married - My wife feels the same way about me sometimes! So what?!?!?!? If it offendes you then thats your own marital issues, as for my wife and I, we have too great of a relationship for this to be anything more than absolutely rofl material. Now bring on the Klondikes!

annoyed

Listen the commercials are sexist and misogynistic.... if you choose to take them that way. The subject here is given a SIMPLE challenge and is rewarded. Which could be the commercial showing that you should reward yourself for EASY things that you can do with little effort. If you think about it that's actually more along the lines of what the people making the commercials were going for, if only because such a reward system would mean a HUGE boom in sales. Now I'm not saying the commercials failed at it but the benefit of the doubt must be given for them, as that is what I would wish for myself if I was to make something that is seen across an entire country.

Wow.

Those commercials were amusing; I chuckled a bit. Either this is a parody "magazine", or you're overreacting worse than PETA. I mean, I've seen feminism, but this is just surreal.

Klondike Bar - Elevator Sketch

This has to be the worst commercial ever conceived. It must be targeting the boy-man; agressisve, patronizing, and violent. Not only was the character raging in the elevator, he nearly kicked the off-elevator eye-candy female on his left in the head as he stepped out.

Offensive and irresponsible are the kindest words that come to mind.

I'd like to be the guy on the elevator that saw this ass being such an ass, Please pardon my gut reaction.

Brent.
Husband and son.