What does this American Airlines’ ad have in common with the movie Monsters, Inc?  Both envision a workplace with no women in it. 

Oh, wait, there was the young ‘un wanting to get married and the tough old broad in Monsters, Inc.—the same two archetypes in “The Absent Minded Professor” and probably most other movies from the 1950’s and early ’60’s.

But, we’re not in the 1950’s are we? 

Marketing to women, since we make up 50.7% of the population, and own 28.2% of businesses (per 2008 Census statistics)…that would be a win-win for any business!

*Intel’s Woman-less workforce ad

Ad found via Brandfreak

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.