Tag: male objectification

Getting Naked For Signore Spacey

Can’t say that Kevin Spacey  has quite the same effect on me as he appears to have on this Italian act called Gabriele. But I’m very glad he did. The Hollywood actor was a guest recently on Italian talent show Amici di Maria De Filippi. And what talent they have in Italia! That very shy lad in white, who keeps licking his…

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Nadal’s Locker Room Service

  Is that a racquet in your pants? Or are you just pleased to see a camera? Darkly handsome 29 year old tennis ace Rafael Nadal’s new ad for Tommy Hilfiger has more than a hint of a Tom Cruise Top Gun locker room scene about it. It also goes further than any other recent underwear ads in commodifying celebrity cock. All but…

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Hollywood Gayze

Mark Simpson on Hollywood heartthrobs going ‘gayish’  The appearance of Channing Tatum and his Magic Mike XXL bun-chums Matt Bomer and Adam Rodriguez on a float at LA Pride shaking their money-makers for the highly appreciative LGBT crowd seems to have marked a watershed moment in the City of Signs. Not long after Tatum’s float disappeared into the heat haze…

Magic Mike XXL

Magic Mike XXL: What It Tells Us About Modern Manhood

“The Magic Mike movies are, truth be told, a bit of a nostalgia trip. ‘Male stripping’ is actually rather retro. It emerged as a phenomenon in the now impossibly innocent-looking 90s when the Chippendales and their orange muscles framed by bow ties, white cuffs and permed hair drove women wild – and Channing Tatum himself was working as a stripper…

Keyless entry

Keyless Entry & Male Versatility

“I call him lollipop” The sexualisation of the male body probes new, perfectly-rounded depths in this European ad promoting the ‘keyless entry’ feature on Ford cars. And possibly the use of Ford key fobs as sex toys. A remarkably well-crafted ad, it makes excellent use of the increasingly blatant modern phenomenon of metaphysical – and increasingly physical – male versatility. How men in…

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Britain’s Got Tarty (& Chris Hemsworth’s Got Codpiece)

I always used to wonder when watching gay porn in the 1990s how the deuce the models managed to get their pants over their chunky butch boots without removing them. Now of course every straight male from South London learns how to do this before they can legally drink in pubs – as ‘Forbidden Nights’, an act auditioning on Britain’s Got More…

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Man-Knockers on the London Underground

A funny thing happened to Mark Simpson on the way to the ‘Being a Man’ forum I almost fell off the platform when I saw this bodybuilding supplements poster busting out all over the London Underground recently – around the same time as all that indignant hullabaloo surrounding The Sun‘s infamous now-you-don’t-see-them-any-more-now-you-do-again lady busts. There they were, depilated man-knockers (and pixelated knackers) nakedly…

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Objectify Yourself

Mark Simpson on the (self) sexualisation of today’s male body & why straight young men crave gay adulation (Originally appeared in Out Magazine, February 2015) Male self-objectification is, as they like to say on social media, a “thing.” There’s been a rash lately of so-called “gender flip” memes, in which people pretend to be impressed by male hipsters pretending to subvert sexism by…

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Dude, Where’s My Objectification?

These ‘jokey’ Veet ‘Don’t risk dudeness’ ads in which a ‘sexy lady’ turns into an ‘unsexy dude’ because she hasn’t used the smelly depilatory cream have provoked an e-flurry of outrage for their sexism and shaming of women who aren’t always smooth, so much so that Veet had to issue an apology and withdraw them. But what’s truly ‘funny’ about these ads…

The Harrison twins & chums comparing pumps.

Meat the Spornosexual

The second generation of metrosexuals are cumming. And this time it’s hardcore by Mark Simpson What is it about male hipsters and their strange, pallid, highly ambivalent fascination with bodies beefier and sexier than their own? Which means, of course, pretty much everyone? You may remember last year that last year the Guardian columnist and TV presenter Charlton Brooker had a…

Diet Cock: Coca Cola’s Porno Promo

As an avid voyeur of the media’s marketing of the male body I meant to write about this new Diet Coke advert ‘Gardener’ when it first strutted its stuff a a month or so back, but it completely slipped my mind – like a chilled, beading soft drink can in a lubed hand. Apologies. Obviously there’s not enough NutraSweet in my bloodstream.

For its 30th anniversary Diet Coke, a sticky, fizzy, calorie-free brown drink aimed at women (Coke Zero is the ‘male’ equivalent – the girly word ‘diet’ replaced by a manly statistic), has resurrected its most memorable campaign trope, The Diet Coke Hunk.

Back in the 1990s Diet Coke succeeded in connecting itself with the emergence of female sexual assertiveness – and also of course emerging male submissiveness, objectification and commodification: after all, a ‘hunk’ is a faceless, nameless, if appetising thing. In doing so Diet Coke made itself modern and tasty.

Naturally, everyone in the new ad, now set in the brave new, artificially sweetened, colour-enhanced metrosexy world that Diet Coke helped usher in, is slim, young and attractive. No one here needs to do anything as vulgar as actually diet. Diet Coke is a lifestyle, a sensibility – certainly not a utility or a necessity. The women look like they’re taking a break from shooting on location for the British version of Sex in the City. Or at least, the British version of Daughters of Sex in the City.

The Hunk is a blandly attractive boy with a fashion beard – he could easily be a contestant on Take Me Out, and probably has been. As usual in Diet Coke Land The Hunk is labouring away in some menial, manual capacity while the middle class women, relaxing from a higher vantage point (remember ‘Diet Coke Break‘?), enjoy literally looking down on him. He cuts the grass; they sit on it. He works; they watch.

When one of them rolls a can of the product down the hill towards the sweating proletarian this seems like a hostile act. It could after all have gone into the spinning lawn mower blades and caused damage and injury. Perhaps even scarred that pretty face!

Instead it comes to rest on the side of The Hunk’s mower. When the thirsty, sweaty chap opens the can it sprays him with the contents – in slow, money shot motion. The women from their lofty, grassy vantage point find this hilarious and it seems as if this had been the plan all along. Maybe they even shook the can before rolling it down the hill. The minxes.

So now our man of toil is covered in ejaculated stickiness. And our triumphant, thoroughly modern women have had their fun.

However, when he takes his t-shirt off and wrings it out, flashing his abs and carefully flexing his large pectoral muscles, the women’s jaws drop. The look they give The Hunk’s body is one of total, gob-smacked longing and very unladylike lust.

The Hunk seems entirely aware of his effect on the women and in fact this is both his revenge and his reward. He smiles a knowing smile over his shoulder as he heads off, continuing his mowing with a spring in his step. Objectification is a kind of gratification.

This moment reminded me of the corny line from Magic Mike: “You have the cock. They don’t.” No wonder the woman who rolled the can down the hill quickly presses her lips to the can in her hand.

As the short ‘teaser’ below makes pornographically clear, with its close ups on undressing Hunk’s belt buckle and Voyeur Lady’s lips, Diet Coke is quite shamelessly, quite explicitly marketing itself as the calorie free, carbonated phallus.

 

Becks' bum eatting his pants

Becks’ Bum: Satisfaction or Disappointment?

I don’t have much to say about the much-discussed latest Beckham ad for his H&M pants, directed by fellow LA-loving Brit Guy Ritchie, in which he runs through Beverly Hills in his white slippers as the props and scenery conspire to remove his clothes, Cupid Stunt-like. Except: Those slippers must be really, really snug to stay on. And: How sweet that Guy…

Nightmare Balls

Once again, I’m very grateful that American feminists have scientifically proven (by looking at dusty back issues of Rolling Stone magazine) that men aren’t ‘really’ objectified, only women are. Because it means that this eye-popping ad for toilet cleaner featuring a tarty boy band suspended beneath the rim of a toilet in cages, imploring ‘baby’ to pull the chain and…

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