There’s a Hanes commercial that’s playing before all of my YouTube videos these days that features, in typical underwear-ad fashion, very, very fit women doing silly dances and backward somersaults in their soft-filtered, pastel-and-white bedrooms while not getting dressed (but pretending to be in the process of getting dressed). I don’t know about anyone else, but I find it kind of depressing. The characters in the commercial are singing along and dancing to a song that’s about being brave, taking risks, and embracing the possibility of failure, but they’re doing it alone in the privacy and solitude of their respective homes. So, like, if the idea of “dance like no one’s watching” is the point of the ad, it’s sort of moot, because in the universe of the commercial, no one is watching (except for a confused cat). You have to dance like no one’s watching while people are watching in order for it to be brave or risk-taking. Add to that the fact that they all have super-typical underwear model body types and it’s just a boring, very conventional underwear ad that’s more about promoting an “ideal” body type than about the underwear those bodies are wearing. I look forward to the day when we have an underwear commercial featuring a woman who’s a size 16 doing a silly, spirited dance and backward somersaults in her underwear, because with our beauty standards, that actually would be kind of brave on the part of the brand. Keep reading »
I couldn’t think of a more perfect woman to star in an underwear commercial than Sports Illustrated model Bar Refaeli. But a recent ad she did for Hoodies, a men’s underwear line, was deemed too hot for daytime TV in her native Israel. The premise of the commercial is simple — well, not simple, exactly. Bar has sex with a mustached puppet who remarks that “It couldn’t get any better than this … or could it?” Enter his fantasy — two more Bar clones join him for a foursome, then a “Bar Wash,” a hot tub romp, a photo booth session and finally, a game of strip poker where the puppet loses his Hoodies boxer briefs. Keep reading »
For an advertisement meant to promote safe sex — arguably one of the greatest ways a person can pass time on a random Monday night — you’ve got to admit condom commercials are usually pretty stale. You can count on no hands the number of times you actually sort-of see folks doing the deed while we imagine they’re wearing whatever condom is being promoted, and it sometimes seems like the company does everything it can to avoid even mentioning the S-word.
Leave it to a bunch of sexy, easygoing Australians to make the absolute best condom commercial you’ll see — and then blame another group of Aussie partypoopers for banning it. Boooo! Watch the banned commercial on The Stir…
British mobile network 3 was like “Scottish Board of Tourism, we see your shetland ponies and we raise you.” They created this commercial that combines all the things women like: dancing, ponies and Fleetwood Mac. Women! And here’s the kicker, you can remix your own dancing frigging pony video! I tip my hat to you, sirs and madams. [Ad Age]
French lingerie line Valega made some weird boob cartoons to promote their Finally Together push up bra. The ads feature animated breasts (with arms and legs) joyfully reuniting. In this commercial, right and left breasts meet at the airport and engage in a highly disturbing nipple bumping squishfest. The other spots take place respectively at a ship dock and on the set of a TV game show. I’ve included them after the jump for your viewing pleasure (maybe pleasure isn’t the right word). Breast anthropomorphism frightens me. [Ad Week] Keep reading »
Add one more advertisement to the slew of commercials stereotyping men and women. Asda, a British supermarket, debuted a new ad for the Christmas holidays, featuring a mother running herself ragged, creating the perfect Christmas for her family. Because, you know, that’s what all women do. Keep reading »