By Shambhavi Saxena for Cake:
It’s surprising how comforting watching a simple ad can be, when you realize someone behind the camera and someone on the production team and the marketing team really, really care about what they’re presenting to the world. It can be incredibly comforting to see ads break sexist stereotypes about men and women, and challenge the way we look at bodies. And as you have all these warm fuzzy feelings, boom, a horrible ad with the worst everything comes crashing through your television screen making you groan for ten hours. Every year is full of both these kinds of ad campaign, and they both deserve a mention as 2015 winds down. There were some companies that handled their ad campaigns cleverly and with finesse, and many of them making a social point. And there were some who missed by miles.
Let’s take a look at the former kind first.
1. Gatorade – Unmatched Serena Williams
2. Always – Like A Girl
3. Wells Fargo – Learning Sign Language
4. City Gym (Google Small Businesses)
5. The Salvation Army – The Dress
And now, gird yer loins, friends, because we’re going to go through the other part of our round up. The worst ad campaigns.
1. Bloomingdale’s Christmas Catalogue
2. HERO Vote No!
3. I Love Ugly‘s Jewellery Promos
Hey @iloveugly, I want to support NZ brands but what were you thinking? Way to show women you respect them. Ugh. pic.twitter.com/LxW4A80gUN
— Lizzie Marvelly (@LizzieMarvelly) December 2, 2015
New Zealand men’s clothing company, I Love Ugly, obviously thought there was no problem with using sexualized segments of women’s bodies to promote their clunky looking jewellery (well, at least they know it’s ugly). Sex sells. We’ve all heard that before. But ain’t nobody buying this disastrous ad-campaign anytime soon, if they know what’s good.
4. Carl’s Jr. And The Boob – I mean Food Fetish
Talk about using women’s bodies to sell things. If you thought this ad was just ‘cheeky,’ allow us to offer you our strongest NOPE ever. We’re tired of women’s bodies being served up for straight-male consumption, and we’re even more tired of how actually trade in parts of bodies for actual food. If you have to rely on sexism to sell your burger, it’s gotta be a pretty gross burger, buddy.
5. Dabur Honey‘s Jealous Husbands
Ah, the mangalsutra. In India (for the Hindus), that’s the thing the you see the husband adjust around his wife’s neck. The old symbol worn by married women to say “hey, I’m taken.” Sorry lady, but there’s nothing cute about a man asserting his ownership over you, or you taking all of that to be a validation of your beauty and your worth as a woman. What also really gets our goat is this tweet the company put out too:
Having a keen interest in your cooking? That is a surely one of the signs of #JealousHusbands pic.twitter.com/ahT5Wm3oSG — Dabur Honey (@DaburHoney_Ind) November 23, 2014
Because only jealousy can drive your husband to this. Not the need of sharing housework. Never that, no. Damn, somebody get Dabur some help, please?
The last five on our list show that we have a long way to go before we can actually think of our ads as a reflection of the advancing societies we claim we are a part of, but one likes to think the first five demonstrate our potential. As we say goodbye to 2015, we should also say goodbye to the racist, sexist, homophobic, ableist and other bigoted behaviour that we perpetuate in our speech, writing, visual preferences and more. Time for that new year’s resolution, yeah?
This article was originally published here on Cake.