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Kinder Bueno

< pooter >I like to think I have a sense of humour< /pooter >, but seriously, fuck the team behind this.

Complaint submitted to the ASA: The advert must have been simple to pitch. Two women see a good-looking man enter a sauna. They eat some of the product, which apparently inspires one of them to open the door of the sauna and steal the man’s robe. The man is forced to leave the sauna naked and cover himself as best he can while the women giggle at him.

I don’t know if the ad is homegrown or a redubbed European effort, and I don’t really care; either way it’s unacceptable because of the blatant double standard it is upholding. Very simply, if the ad depicted two men stealing the clothes of an attractive woman and forcing her essentially to run a gauntlet, there would be uproar, and deservedly so.

If that isn’t considered reason enough to censure the ad, how about the fact that a product which, for all that it has tried to brand itself across Europe as “sexy”, is still aimed at children—hence the bright colouring of its packaging and the fact that its brand name includes the word “KINDER”—is here encouraging behaviour that amounts to straightforward bullying?


( 4 comments — Leave a comment )
Nov. 9th, 2007 12:26 pm (UTC)
That's quite hateful. I have no time for this thread of 'feminism' that says role reversal addresses some balanceby challenging idea of social power; it doesn't. It doesn't push any envelopes becuase it fails to address the structure of the envelope at all. Awful. Kill them all.

In the same vein, I hate the diet coke ads with the girls in a lift and cute bloke descnds from the ceiling - again, if you put in a little role reversal it would never pass.
Nov. 9th, 2007 12:49 pm (UTC)
Aww, but when it happens in It's A Wonderful Life, the roles are reversed and it's rather sweet :)
Nov. 9th, 2007 01:49 pm (UTC)
There's Kinder Bueno in It's a Wonderful Life?
Nov. 9th, 2007 01:52 pm (UTC)
That would be the one thing that could make it even sweeter.
( 4 comments — Leave a comment )

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