Monday, February 08, 2010

Obligatory Superbowl Ad Post

Only, I'm going to talk about the ones I did like.

In this commercial, you have a group of women meeting for their book club. The host's husband comes downstairs and says goodbye, as he's off to do something more fun than a girly book club, until he sees that the ladies have Bud Light! So in order to get some Bud Light (these commercials act as though these people can never just go get their own), husband sticks around and pretends to be into the book club. Oh, look at how much he's willing to sacrifice -- acting like a girl! -- to get some Bud Light! Must be great beer... Not to mention, he's got a one-track mind, like all men. Beer, and ladies! Those are the desires that drive him, he just can't help it.

That's the obvious, run-of-the-mill sexism. What I liked was that the women were not portrayed as superficial airheads, and they were drinking beer. Not beer that was blatantly advertised as "girly," not beer that over-emphasized it's lack of carbs or calories, but just beer.

Beer companies never advertise to women! Ever! It's as though they believe that women are naturally born to loathe anything that doesn't taste like a strawberry filled with high fructose corn syrup.

Anyway. This pleased me.

And the next:

Once again, Bud Light FTW! I have exactly the same thing to say about this one as the last. There's the constant reinforcement that men are reckless, one-track-minded idiots, but there's a non-condescending, non-degrading portrayal of the women in the ad. The woman is the one who is trying to get them off the island, and succeeding in her specialized knowledge of electronics, and she's not portrayed as un-feminine (to be un-feminine, of course, would mean that she is unattractive and unpleasant).

Well, thanks, Bud Light, for noticing that not only are women not stupid, and not only do we not exist simply as an object of drunk men's desires, but that we also like beer!

...And next year, can you please try to show men being at least halfway human, as well?