Tag Archives: rant

“Touch Both Sides For Added Enjoyment”

ImageUrgh. Horrible advert for the PS Vita by TBWA France.

I’m not normally that fazed by the petty sexism that permeates the media and advertising. ‘Sex sells’, I get it…whatever. And while obviously women’s rights are still a more contentious issue today than men’s rights, I do appreciate that in the Western world men come under a fair amount of sneering, scrutiny and gawking from women, too.

Still, this advert by TBWA France really got under my skin. It’s not just the sentiment, it’s that it’s a pretty shitty piece of creative work anyway. “Touch both sides for added enjoyment”, it enthuses, underneath a picture of a woman with four huge tits, a tiny waist and no face. NICE! Great way of saying that women and their breasts are just there just to be touched for the enjoyment of others. Maybe Sony’s console is, but was there really any need to draw a parallel between a mutant woman’s body and an inanimate, electronic play thing?
“Ahh,” you might say, “but the thing is, they are trying to appeal to a core demographic here!” And what demographic is that, then? Predominantly teenage boys and young men – exactly the kind of ‘demographic’ who might benefit from being taught that women aren’t just there to be leered at and groped.
More astonishing still, is that the art director on this ad was actually a woman. This feels like a really cynical and patronising attempt to appeal to men. If women are going to perpetuate these types of images in the media and pander to what they – perhaps misguidedly – believe that men want, then how will these sinister messages come to an end? For men to treat women with respect, then surely we need to give them credit for being intelligent as well.

Shame on you, TBWA France. I thought that French men were progressive types who loved romance, and French women were feisty and cool? You Frenchies should know better! You’ve totally ruined Amélie for me, and Simone de Beauvoir must be turning in her grave…

Behind Every Great Christmas, There’s a Mug

Sorry, did I say ‘mug’? I meant ‘mum’, obviously!ASDA have rolled out their Christmas advert by Saatchi & Saatchi which, like a lot of Christmas adverts, is kind of sickening. Not just because it shows the oh-so-perfect family Christmas – which most of us know is about as real as Santa Claus – but because it portrays the ubiquitous downtrodden mother character.

Fair enough, it probably is true that in most families, mum is responsible for a lot of the Christmas preparations. But did this advert have to evoke such a pathetic self-sacrificial figure? Everything about it seems to suggest that this woman should run around after her family and get no thanks at all. She even serves her husband Christmas dinner, before making do with the worst seat at the dinner table. Her female friend is the only one to help her clear up, and when she finally sits down to relax with a glass of wine, we don’t see her receiving any presents or praise. Oh no. Her feckless husband simply asks her, “What’s for tea, love?”

The advert would be much more entertaining (and realistic) if at this point, she had chucked her wine all over the useless idiot, before screaming, “LEFTOVERS, YOU MORON!”

At least it would stop everyone else from feeling that their own Christmases were a little inadequate. I mean, who the hell is that perfect and patient and drippy? I think that ASDA’s ‘mum’ could do with buying herself a spine in the January sales!