Muller Light’s latest ad continues its heavy-handed theme of debasing the objectified men it uses to sell its aerated dairy products – perhaps finally reaching a kind of climax.
The ad deploys the usual buff and topless ‘fat free’ young male as eye-candy, this time handling his ‘pot’ – but he loses control at the signature ‘FAT FREE!!’ shrieks and ends up glazing himself. Hee-hee!
Does the empowerment of women need to take the form beating up on men? And isn’t it anyway something of self-defeating strategy?
These are the questions often lurking in the back of my mind when I read one of those sassy columns that seem to be a list of insults hurled at men – or MEN! – as a sex. But I usually think twice about voicing them.
Apart from anything else, even though it’s almost never stated, it’s straight men as a sex that are in the crosshairs. Since I’m not terribly straight, and thus not exactly a fully paid up member of the patriarchy, it’s generally wise for me to keep my head, er, down in the (hetero)sex war.
That couldn’t be the case, could it? I re-watched it a couple of times, hoping to have my humourless, censorious first impressions dashed.
I really don’t want to be an advertising traffic warden.
But the more times you watch the ad, the clearer the implication is. Female ’empowerment’ is about giving men a good, slapstick pasting. In addition, of course, to buying clothes from Bonmarché.
Although the pasting is presented as ‘accidental’ – it’s obviously not meant to be taken that way. It all happens to men. As a result of women’s ‘empowered’ behaviour.
In the space of just 30 seconds, three ‘ladies’ (the form of address the ad itself adopts) trip a male jogger, slam a café door into a man holding a smoothie, knock a phone out of a man’s hand into his coffee, cause a male waiter carrying a tray to slip and fall, thump a male diner in the head with a large handbag, and slap the hand of another (apparently) male diner trying to attract the attention of the already downed male waiter.
Without breaking a sweat. Or even noticing.
Of course, the ostensible message is that women should pay no heed to men or anxieties about body image when they buy clothes, and in effect just dress for themselves – ‘this is me and I feel bloomin’ awesome’. Or as the blurb on the Bonmarché website puts it: “’Own the Day’ is all about empowering women and inspiring confidence.”
Which is great. Or it would be if it weren’t for the way that men have to pay for this sentiment.
The feel-good message of confidence is completely undermined by the hypocritical execution – in effect, the ad is all about men. About beating them up.
One of the men in the ad, with the possible exception of the male jogger gawping at lady #1 declaiming to camera, did anything to warrant being slapped, tripped or thumped on the head. Except perhaps the crime of possessing a penis. They were all happily minding their own business. Or waiting tables.
In fact, it begins to look like the men are being punished for not paying attention to the women. So maybe I would have got a handbag in the back of the head, too.
Yes, it’s ‘just a silly ad’, frantically trying to draw attention to itself. And yes, the ad also seems to be making fun slightly of its own language of empowerment – perhaps because in the end it’s a commercial, not a political statement.
But the bottom line appears to be that a spot of misandry – contempt for men as a sex – is good for business.
I’m not suggesting the ad should be protested or banned – though there would be with enormous kerfuffle if the genders were reversed. But I would suggest that the ad is an indication that sassy misandry, once justified as a ‘necessary corrective’ to the patriarchy and women’s subjugation, is so common these days it has become a corporate cliché.
Which in turn would suggest that it’s no longer quite so necessary – that instead it’s shaded into abuse. And that’s not very empowering. Or ‘bloomin’ awesome’. Whatever that is.
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