Since I frequently share the TV with someone who loves NFL football, I've been watching a completely different set of offensive commercials as of late. (Typically I see the offensive ads directed at women, you know, the ones that make us feel like even even our armpits aren't pretty enough? Football ads are much dudelier but make me just as stabby, as it turns out.) Though ads during NFL games run the hypermasculine gamut, from objectifying women to implying that junk food is the only reason men have to get up in the morning, the campaign that prompts me to throw the most stuff at the television is Miller Lite's "Man Up" series.
OK folks. You know how we feel about this year's Kay Jewelers ad and the holiday-themed pap smear PSAs, but which holiday ads are making you want to throw your remote/magazine/newspaper/laptop into an open fire this year? There's only one way to find out! It's time for OFFENSIVE COMMERCIALS: HOLIDAY SHOWDOWN!
It's been an exciting week in the world of advertising - so exciting, in fact, that we have two contenders for this week's Douchebag Decree! Judges are standing by to determine which of these heavyweights will win the ultimate title of Douchebag of the Week.
I read a lot, and in my perusal of the Interweb today I came across several international television commercials that had me wrinkling my nose, furrowing my brow, and rolling my eyes. I'm not easily offended, and really, I'm not sure it's a feeling of offense that has me writing this post. It is more a response to my disappointment with the lack of creativity on the part of advertisers, feeling of boredom with their attempts at sensationalism, and surprise at the lack of sensitivity regarding a recent act of terrorism that has had global repercussions.
Did anyone else notice the bizarre sexism during the commercial breaks on last night's episode of Mad Men? I can accept that a healthy dose of douchiness comes with the territory when I decide to watch currently airing episodes of a show instead of waiting for it to come out on DVD, but I honestly felt creeped out by how skewed all of last night's ads were toward a male (and sexist) audience. Could it be that, because the show itself portrays a stylized hypermasculinity, advertisers are missing the context and coming up with campaigns to try and match Mad Men's outdated sexism?
I saw ads for (and this is just what I can remember): Lipitor, Viagra, NFL Sunday Ticket, and more, all aimed at middle-aged men who I didn't think were following Peggy Olsen's rise to the top all that closely. Oh, and let us not forget this gem, from Clorox:
Because, you know, sometimes even MEN do the laundry! And Clorox apparently dragged that ad out of its archives (here is a Feministing post on it from two years ago) just for Mad Men. WTF?