Unlike most commercials, those that air during the Super Bowl are ones that people actually want to watch. These $3.5-million-per-30-second-time-slots can be opportunities for companies to be clever, maybe even inspiring … but instead, many insist on falling back on lazy and uninspired sexist clichés. This is so expected in fact, that MissRepresentation.org, a campaign named after the brilliant documentary film, asked viewers to call out these companies on Twitter with the hashtag #notbuyingit.
Here are the 5 worst offenders, followed by a sampling of You Tube comments that show how sexist messages reinforce viewers’ own sexist beliefs:
1) Teleflora — In what seems more like a Victoria’s Secret ad than an ad for a florist, a Victoria’s Secret model explains to guys that purchasing a few stargazer lilies is enough to make a girl feel obligated to have sex:
And here are a few comments from enlightened viewers (typos left intact):
• “Shes so much more attractive when she doesnt speak lol” (49 thumbs up)
• “I was enjoying it, until she opened her mouth.” (16 thumbs up)
- • “It would be so cool to watch a bunch of fat ugly women, chowing down on chips, burgers and fries while they watched this commercial. Those hogs would be spewed out chewed food swearing at the tv. And fat ugly chicks care to comment on this? And how did you react?”
2) Fiat — In this rarely-used cliché, an attractive woman inexplicably seduces an unattractive geek. She apparently finds being eye-groped a turn-on. I know that I totally wanted to do the last creeper who eye-groped me on the street. I mean what girl wouldn’t?
And a few comments:
- • “Insecure and/or ugly chicks tend call things ‘sexist’. Lighten up.”
- • “if i buy that car i’ll ride it hard:)”
- • “This commercial gets 4 boners out of 5. There is nothing more sensual and intriguing than foreign women. American women are so one dimensional, this one is amazing. European and Latin women are the best in the world. American women are total crap!” (48 thumbs up)
3) NFL — Here’s the super-original fantasy of having a bunch of nearly-nude fembots mindlessly standing at attention in the background in case they’re needed to fulfill the sexual fantasies of average-Joe-millionaires.
And a couple of comments:
- • “great ad David! big pimpin!!”
- • “Expansive girls can be had pretty cheap actually.”
4) Go Daddy (shocking, I know!) — Judging by their consistently pervy Super Bowl commercials, you’d think Joe Francis was somehow behind it all. Not sure what half-naked girls gone wild have to do with web-hosting, unless Go Daddy is the go-to web host for porn sites.
Here’s a comment that’s actually critical of the ad:
- • “sexist douche bags run this company and the ads are almost always sexist. Jillian Michaels has lost any self respect as a woman by working with these tools”
And these two commenters quickly put her in her place:
- • “Oh Stfu.. Your just mad cause you look like shit so you start calling people “sexist” because of their commericals just stfu and sit down.. They have a Job I don’t see them complaining about it..”
- • “You in the Kitchen?”
5) M&Ms — And last, but not least sexist, and also oddly ironic … we’re introduced to Ms. Brown, an intelligent and articulate female M&M who voices her annoyance at being treated as eye candy, but whose objection gets shut down by an idiot:
Sigh. We feel your frustration, Ms. Brown M&M. We really do.