My problem with representations of women in advertising is not that they’re beautiful, nor, given my delight with this ad, that they’re scantily clad. Apparently it’s more of a “boys against girls” mentality.
I like this ad because, basically, the girl “wins.” She’s smarter, stronger, slyer, and ‘wins,’ while teaching the boys a thing or two in between.
There’s also good product placement: there’s a close-up of the “Gorilla Gripper” within the first 10 seconds or so, and the function and ease of using it is the primary content of the action.
Plus, is this a “meta-ad?” Does it actually make fun of how ridiculous it would be to have a woman construction worker wearing short shorts and a ripped t-shirt, by having the man work in the same get-up?
Oh, pooh! There goes my credibility. Basically, if the woman is the hero, the ad is good. If the woman is objectified or demeaned, the ad is bad. Or is that just a good gauge of creating an appealing multicultural (gender inclusive) ad?
What do you think?
Thanks to Diane C. for the tip to the clip.
