For years Ad Land has been unashamedly sexist. Practically every female-orientated brand has managed to portray Men as smelly half-wits who are incapable of doing the simplest of tasks, like figuring out how a fucking Air Freshener works, but don’t get me started on that particular brand – anyone been to Paul’s house recently? Apparently he’s a really smug little shit!
But now, it seems like the tables are turning and women are the new idiots on the block.
Now, I’m not going to try and rationalise a woman’s right to lust after shoes or even argue that there’s any perspective to it. I’m a self confessed shoe fiend and recently got very excited about the new shoe boxes I bought from Ikea that meant I could see all of my shoes at a glance and am currently wishing away what’s left of the summer so that I can go out and get myself a pair of these thigh-high boots for the winter. Yes I know they’re impractical. Yes I know I might end up looking like a hooker. But that’s part of their charm.
I would however, never do the following:
- Run down the street in my nightgown (partially because I don’t wear one, but this isn’t about streaking)
- Leave a baby to bask (bake?) in direct sunlight
- Abandon a group of small children on the side of a street and let them run along the road after me
… all to get shoes from a truck!
FROM A FUCKING TRUCK!!
Fair play to the men of Ad Land for starting to fight back – you’ve had a hard time of it in recent years, but is this really how women are going to be portrayed?! Pesonally I think it just smacks of laziness, from the client and their agency alike. Women love shoes, ergo they will drop everything that matters to them to get their hands on a pair. That’s not an insight, it’s what happens when you leave naff all time to work on a brief and you know your client’s going to buy it because it’s “safe”.
And dooooon’t even get me started on the fact that none of these women has a decent job amongst them – the only one actually at work is a fucking Lollipop lady! (Though granted her response at the sight of said shoe truck does suggest a somewhat limited mental capacity and thus render her perhaps unsuitable for more complicated jobs – hell, she can’t even do this one properly!)
So it’s the middle of 2009 and where have we come since our fight for suffrage, keeping the country going through a world war and 40+ years of trying to break through the glass ceiling?! Well, we’re a bunch of dimwitted idots that will neglect our children, husbands, jobs (and I use the term job VERY loosely here) all to buy some fugly shoes from an out & out dickhead in a pimped-out Ice Cream truck?!
Well, not me thanks Buddy. I don’t care “how you roll” I’m not going to jump out of bed, hurdle over garden walls and into the path of oncoming traffic like some kind of vapid, shoe obsessed bint…
…well, not unless you’re giving these beauties away I’m not.