Man almost emasculated by vagina soap

The Big Lebowski: What makes a man, Mr. Lebowski? [...] Is it being prepared to do the right thing, whatever the cost? Isn't that what makes a man?  

The Dude: Hmmm... Sure, that and a pair of testicles. 

The insecurity of the straight man is a helluva thing:



While it's clear that this ad is "making fun of all that," it's a humour that reveals some serious issues with the way we straight guys view our gender identity.

The ad is aimed at women, clearly, and gleefully takes the piss out of the stereotyped husband who is deathly afraid of being tainted with anything feminine. Considering how many times Summer's Eve has insulted women in their ads, I suspect this is a deliberate attempt to curry favour by evening the score.

While stereotypes are by nature exaggerated, I can tell you that this fear of feminization is a real thing that is programmed in boys early, and which is difficult to eradicate. I'm not sure if it's more misogyny or homophobia that drives it. In general terms, I suspect the latter.

However, this ad, with its coy reference to the "V," is definitely assuming that a man who pretty much lives to get into the vagina is also terrified of it. The idea that masculinity is so fragile must look completely bizarre to women. But I imagine to some it is also deeply offensive.

Fortunately, things can change. When I was getting my then-8-year-old son ready for school one rainy day last year, he grabbed a flowery umbrella of his mom's. I told him, "Don't take that, it's a girl's umbrella." He responded, flatly, "Dad, that's sexist." And I had to agree with him and apologize.

This ad is not helping, though. It may mock men for being so insecure about their manliness, but the "doofus husband" stereotype also creates a culture of acceptance of these loutish traits by women. "Boys will be boys" thinking may seem harmless, but it allows gender stereotypes to flourish. Women really deserve better.

Thanks to Adland and Adfreak for the tip.

This year, Sweden's favourite Christmas tradition got a gender swap

Via Adland

Adland shared this seasonal Swedish mailer for retailer ICA featuring a boy in the traditional roleplay of female martyr Santa Lucia, and a girl as the traditionally male stjärngosse (a star boy). 

Åsk 'dabitch' Wäppling writes, "For people in the States: This is the equivalent to a boy homecoming queen. Not a transgender homecoming queen. Just a boy homecoming queen."

Personally, I like it. There is no mention of how traditionalists in Sweden reacted. dabitch quips, "They might still be in shock."

Girls: Who needs math when you can shop?

Consumerist shared this Facebook photo of a shirt sold at The Children's Place. In the 21st Century.

A customer named Erin Shipp wrote on the company's FB wall:

I dropped by one of your stores over the weekend and was really disgusted by the sexist approach to girls' clothing. It's bad enough that so much of it is pink and purple, but the "best subjects" t-shirt is pretty terrible so is the "this princess is no drama queen" one. What, boys get to have aspirations to do things and girls are supposed to be materialistic wannabe princesses angling to catch a man before third grade? I have a son and haven't paid much attention to your girl clothes before this, but I was hoping to purchase a gift. Not only did I leave empty-handed, but I won't be returning.

Jezebel's Laura Beck adds some context:

By contrast, their boys t-shirts are all about surfing and playing drums and being a superhero. They're by no means perfect, but they paint the picture of a pro-active kid putting himself out there and making things happen. If the company doesn't want to mix all the shirts together —boys and girls basically have the same bodies at those ages, why can't they choose for themselves?

Sexist t-shirt controversy seems to pop up with regularity these days. But the ones furthering anti-academic female stereotypes are among the worst.

In their 2000 paper “Gender Differences in Academic Attitudes among Gifted Elementary School Students”, researchers at the Carnegie Mellon Institute for Talented Elementary Students, suggested to parents:

"...expose both boys and girls to activities involving all kinds of skills. They can guard against assuming that boys will like math/science and girls will prefer verbal activities. They can try to ensure that their children’s teachers don’t make these assumptions or treat children differently based on gender.” 

That was 13 years ago. More recently, it has been observed that girls are outpacing boys in later academic achievement, as well as representing more than half of post-secondary enrolment. So these shirts are not just sexist, they're out-of-touch.

I have a young son, and I have shopped at The Children's Place. (It's a little expensive, but they turn over and liquidate stock quickly.) I'll be watching when, or if, the company responds.

Molson asks: Are you on a "Guyet"?

Beer advertising for men has always had a certain dufus appeal. This new campaign for Molson's 67-calorie beer is no different:



From Strategy:

Jean-Yves Beaudoin, assistant marketing manager, Molson Coors, says that the campaign is different for the brand because it’s aimed more at a mindset and a lifestyle than a demographic. 

“‘Guyet’ is a way of life.  It’s not about indulging in crappy food all the time, it’s about exercising properly so you can rationalize eating things you love, like burgers with bacon,” he says of the insight behind the campaign.

Which is the way lots of us live, but why brand it just for men? Lots of women I know like burgers and beer, and still try to balance their intake with healthy activity.

The obvious answer is that it's not an easy sell to get guy's guys to be seen drinking lower-calorie beer. At least, that's how I deconstruct the challenge given to the creative team at Rethink.

The key line: "This isn't some diet — and this isn't some diet beer"

Presumably, they have research to show that the men they want to sell to don't want to admit to being on a "diet" or drinking "light beer". Instead, they exercise hard and eat hearty, while drinking a lower-cal beer that in no way compromises their masculinity.

Pretty strategic advertising, actually. Even if it doesn't have the most progressive take on gender.