Super Bowl Ads Decidedly Less Sexist Than Last Year’s

Call it progress, or something.

National Journal
Lucia Graves
Add to Briefcase
Lucia Graves
Feb. 3, 2014, 8:59 a.m.

Any­one who watched Nina Ag­dal writhe in a black string bikini to sell sand­wiches for Carl’s Jr. can tell you that the gender polit­ics of last year’s Su­per Bowl ads left something to be de­sired. (I’m hon­estly not sure wheth­er it’s worse to link or not to link to this, but for those of you who’ll Google it any­way, here you go.)

In fact, the ads were so bad they in­spired the launch of an app to track sex­ism in this year’s ads. Re­leased by fem­in­ist group the Rep­res­ent­a­tion Pro­ject, the app didn’t crown a win­ner for the ad with the most un­for­tu­nate gender polit­ics this Su­per Bowl. But Twit­ter did.

The un­of­fi­cial tiara went to Volk­swa­gen’s Su­per Bowl ad, in which nearly all the en­gin­eers por­trayed were white men (who, as we men­tioned last week, are every­where), ex­cept for one lady en­gin­eer in an el­ev­at­or who’s the butt of a sexu­al har­ass­ment joke. That ad, for hate-watch­ers, is here:

The sup­posed sil­ver lin­ing is that just be­fore that, toy star­tup Gol­dieBlox had an ad up en­cour­aging girls to build things. That’s the fron­ti­er of fem­in­ism right now, ap­par­ently. The com­pany was foun­ded by Stan­ford-trained en­gin­eer Debbie Ster­ling with the stated aim of “dis­rupt­ing the pink aisle” in Amer­ica, and it’s been hailed as a big fem­in­ist suc­cess.

I wrote this fall about how Amer­ica doesn’t really seem ready for a re­volu­tion around the polit­ics of chil­dren’s toys, how des­pite the rhet­or­ic, Gol­dieBlox’s toys are still mostly pink or pas­tel and the nar­rat­ives they put forth still of­ten re­volve around prin­cesses and glit­tery junk.

And yet, as any­one who stifled their own vomit dur­ing last year’s Su­per Bowl watch­ing Bar Re­faeli make out with some un­sus­pect­ing nerd to sell do­main names for GoDaddy.com can af­firm (hate link is here), we can’t help but ad­mit we’re ahead of where we were in 2013.

GoDaddy has ac­tu­ally gone to con­ser­able lengths to im­prove their pub­lic im­age, re­cently hir­ing Deutsch New York to help them move bey­ond their his­tory of sleazy mar­ket­ing. That hire didn’t pay off in 2013, as my last para­graph can at­test, but this year they did fi­nally man­age to do bet­ter; one ad, about a wo­man who quits her day job to pur­sue her dream of start­ing a pup­pet busi­ness, ac­tu­ally had a quasi-em­power­ing mes­sage for any would-be lady small-biz own­ers out there!

Maybe my stand­ards are hope­lessly high, but I don’t think that’s say­ing much.

What We're Following See More »
ON THE CALL: “AT LEAST THAT WAS SACRED”
Gen. Kelly Rips Rep. Wilson for Criticism
2 hours ago
THE LATEST
GOP FORMER PRES V. GOP CURRENT PRES
Bush Slams Trump, Implicitly
2 hours ago
THE DETAILS
AMENDMENT WOULD HAVE PREVENTED CONSIDERATION
Senate Rejects Effort to Nix SALT Tax Changes
3 hours ago
THE LATEST

"Senate Democrats on Thursday failed in their first attempt to save the state and local tax deduction, which helps many residents of California and other high-cost states reduce their federal income tax bills. The Republican-controlled Senate voted 52-47 to reject an amendment that would have prevented the Senate from considering any bill that repeals or limits the deduction as part of a planned tax overhaul."

Source:
MEETING WITH SENATE GOP
Trump to Hill Next Tuesday
4 hours ago
THE DETAILS
INTERPARTY FEUDING CONTINUES UNDER PEREZ
Longtime Progressive Members Pushed Out at DNC
5 hours ago
THE LATEST

"A shake-up is underway at the Democratic National Committee as several key longtime officials have lost their posts, exposing a still-raw rift in the party and igniting anger among those in its progressive wing who see retaliation for their opposition to DNC Chairman Tom Perez. The ousters come ahead of the DNC's first meeting, in Las Vegas, Nevada, since Perez took over as chairman with a pledge this year to unite a party that had become badly divided during the brutal Bernie Sanders-Hillary Clinton 2016 primary race."

Source:
×
×

Welcome to National Journal!

You are currently accessing National Journal from IP access. Please login to access this feature. If you have any questions, please contact your Dedicated Advisor.

Login