Gillette Soldier for Women – Regressive & In Poor Taste

This ad by Gillette has been on TV for awhile now.

It started off with the intriguing ‘Soldiers wanted’. The build-up  was great. And when it ended, I was groaning. Really now? We need to recruit men into ‘supporting women’? Like it’s a cool thing to do, not the have-to thing to do.

Worse, my overriding impression is that this is such a desperate attempt to cash in on all the hoopla around the Nirbhaya Delhi gangrape case. Very, very poor taste indeed. I mean, everyone and their sister and brother has felt the need to outrage and say something. Granted the numbers may have given this incident the required nation-wide attention that was long overdue. And admittedly the reportage on violence-against-women cases has snowballed because this news is hot, but what the hell, it’s getting people’s attention. I’m willing to be the realistic cynic in all of this. But hang a brand logo on that and attempt to ‘own’ the idea from a marketing standpoint and I’m sorry – you’ve alienated me.

Kiran Manral has a Facebook discussion going on this where she says,

“My issue is the throwing back of the debate into the ‘women to be protected by men’ category.”

Yes, that’s a valid thought. But it’s a whole other discussion that I’d get into if this were a short film or a Public Awareness video instead of a damn ad commercial.Atrociously poor form, Gillette.

* Also posted at The Idea-smithy.

Advertisements

About IdeaSmith

IdeaSmith is the digital doppelganger of Ramya Pandyan (intrepid train-traveller and frequent spouter of post-midnight rhymes and rants). As IdeaSmith she battles obscurity and slays boredom with her stories about men, books, digitalia and Mumbai. She performs live and also blogs, tweets, Instagrams, Facebooks, +G’s, Youtubes and Goodreads all as IdeaSmith. Ramya is a blogger, digital storyteller and spoken word performer. She also runs a forum for aspiring writers called Alphabet Sambar. Tweet-bomb her at @ideasmithy.

Posted on February 13, 2013, in Harassment & abuse, Media Messages, Seriously speaking, Times, they are a-changing and tagged , , , , , , , , , , . Bookmark the permalink. 1 Comment.

  1. Spread Information nominated you for the Versatile Blogger Award. You can pick up the award details here and congratulations! You inspire us everyday!
    http://spreadinformation.wordpress.com/2013/02/20/winning-the-versatile-blogger-award-thank-you-dear-kitty/

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: