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?

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5 Responses to Obligatory Superbowl Ad Post

  1. Danny says:

    I think you’re one of the few feminists that actually noticed that there were ads that night that were offensive to men. Not masculinity, not male ego, not male pride, but men.

    • April says:

      Good point. I admittedly hadn’t noticed that most of the discussion about the ways that the ads were offensive to men was discussed only in specifics, not as a general whole. That’s an important distinction.

    • Danny says:

      That’s one of the first things I noticed about their complaints. They had no qualms about using misogyny and “sexist against women” ever other sentence but try to find how times misandry and “sexist against men” was mentioned. Its like they were intentionally trying to avoid it.

      One funny example about that is there is a post a Feministing (one of their “What We Missed” posts I think) in which they have the montage of violence from Gotcha Media (I have a post up about it too). As of about the first 5 comments (I haven’t looked at it again since then) no one has seemed to noticed that nearly every single hit was against a male and some were even defending it.

  2. ballgame says:

    I’d like to second Danny’s thanks here, April. Good post.

    But I do have to say … beer commercials aimed at women??? Whoa! That’s just crazy talk! Next thing you know you’ll be wondering where all the male-targeted ads for household cleaning products are!


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