A car commercial aired during the most recent Super Bowl — what else is new? Apparently this car commercial ruffled some feathers due to its sexist message — again, what else is new?
That was exactly what one expects: A fairly stupid, one-dimensional car commercial aimed directly at men. Given that the audience for the Super Bowl is predominantly male (about 60% male viewership, if not more), it’s understandable. Someone (I’d assume a woman, but I really shouldn’t assume such things) was so disgruntled at this ad that s/he made their own parody of it.
I didn’t like the original ad and its message, and this lampoon doesn’t make things better. All it conveys is that women can be just as — if not more — angry, sexist and whiney as an ego-driven, male-focused car commercial. Hate and exclusionary remarks do not cancel out hate.
Think about it this way: Imagine some racist black guy is making a stink and calling all the white people he meets “honkies” and “crackers.” Instead of ignoring his racist remarks or confronting him in an enlightened and instructive manner, a white guy comes up to him and calls him “nigger.”
Using “revenge” as your go-to tactic when countering bigotry benefits no one. Fighting sexism by being even more sexist doesn’t mean you won the battle.
“But Boone,” you say in a highfalutin tone, “This parody ad is satire — it’s supposed to be funny. It’s making fun of the sexist message of the original commercial through direct opposition. Or are you too stupid to realize that?”
Fair enough, I guess,… although you didn’t have to call me stupid. However, before you say anything else, keep this in mind: I completely forgot about the original Dodge commercial ten minutes after I saw it. It wasn’t visually interesting, it was too long (for a commercial), it had a weak message and worst of all, it wasn’t funny. Thanks to the parody, not only was I reminded of the original commercial again — a commercial that my mind naturally thought wasn’t worthy enough of any brain space — but I remembered that it was promoting the new Dodge Charger.
I work in the advertising industry. You know that saying about there being no such thing as bad publicity? It’s 100% true. By even watching this parody you are giving attention to the lame Dodge ad. Those who were unaware of the original ad now have to see it to see what the buzz is about. Interest spikes, online views quadruple and the advertisers are promoted for making such an effective ad. Regardless of whether it’s negative or not, as Paris Hilton has proved, any attention is good attention.
Essentially, this parody ad shouldn’t have been made. Attention is brought to a problem in the least constructive way possible. Instead of denouncing sexism by being even more sexist and belittling your message, how about you try approaching the topic in a more productive manner? Contact the advertisers or the manufacturer and tell them about how displeased you were with their ad. Boycott Dodge vehicles and tell your friends/relatives about how much they suck. Hold a rally, attend a seminar about gender inclusion, write a blog post — anything would be better than to encourage the parody’s views of reinforced gender stereotypes and then laugh it off. Sexism isn’t that funny.
In a perfect world, ads would be gender-neutral and enjoyed by all. The Dodge commercial and its accompanying spoof only show how far off we are from that world.
EDIT: There. Now I fixed the ads.