And evidently, men like silent women who can bring them a brewski, (circa 2007) per this Ad Age article of 21st century Heineken backwash that makes the Stepford Wives look progressive. (Yes, today we’re kicking off our week long series on stereotypes, race, and cultural cues!)
This new “hot bot” futuristic cyborg is a solid example of misogyny walking a sliver-thin tightrope with sexist tripe. I don’t know what planet they’re on, but it’s not only alien, it’s alienating. Talk about a gender offender…
I sure don’t want MY daughter perceived as a human coaster or a lap to rest a beer upon, much less have a mini-keg spring from her womb in servile cyborg style like this opportunistic objectification. Women positioned as “futuristic beer delivery systems?”
Gee, yeah, let’s have this dancing darling gyrate to the pulsing beat of bump-n-grind cybernetic technophonics for man’s pleasure, then open her uterus to pop a cold one. No, they’re not ‘targeting’ kids, but they’re getting splashed in the backwash of behavioral messaging.
Figure for every teen swigging alcopops and energy drinks in wannabe style, there’s another buying into the beer-n-babes positioning, taking cues from this Heineken ‘hiney’ messaging on how to treat, view and ogle females.
This is NOT doing us any sociological favors, gang. (as it is, fall football season’s upon us; always a time for girls’ humiliation and self-image sinking from lowlife ambient ads) Why do you think I titled MY chapter in The Age of Conversation book, “Mommy, why is that lady licking a beer bottle? Ethics & accountability in advertising” Ugh.
Thankfully, Bob Garfield’s AdReview column slammed the ad with ZERO stars too; but you never know in this industry. Half the time AdRants calls this kind of stuff ‘brilliant,’ and even in commentary here they ponder if girls don’t “inadvertently buy into the girls as boy toy/keg stand play thing” bit.
Ah, the blame game…yesirreee, bobtail, those messages just happen in a media vacuum, right folks? Let’s ping The ManRoom, and have them weigh in here just for fun…Hey, why not, I’m a brazen lass.
Garfield pithily likened the ad to an animated version of the misogynistic joke, “the perfect woman: a mute nymphomaniac whose father owns a brewery.”
He says, “…this is almost a perfect punch line, at least in the crystalline purity with which it reduces women to sex objects with no redeeming quality save their capacity to keep your mug overflowing.”
At the end, he sums, “they’ve reduced half the world to a man-servicing beer tap. That isn’t futuristic. It’s retrograde. And when women see what Heineken is up to, it won’t be a robot that needs repaired.” You tell ‘em Bob. Woohoo!
Be prepared to hear from many, many girls and women who find their “bowels in an uproar” over this.
In fact, I think I’ll forward this to Dads and Daughters’ Joe Kelly right now. And I’ll hope About-Face adds it to their site’s hall of shame for toxic messaging, or at least writes about it in their new blog.
“Cheers,” colleagues…A toast to smarter thinking…This one’s on me.
p.s. As an aside, here’s a witty review of how ‘Stepford’ became an adjective in our pop culture lexicon…