Who would you insult for a Klondike bar?
Questions to Consider:
- What product is being sold on this commercial?
- Who is the target audience for this ad?
- What stereotype are the media-makers making about wives?
- What are the differences between women in this commercial?
What We Think:
This ad for Klondike’s new Mint Chocolate Chip ice cream bar demonstrates the concept of “5 seconds to glory”. All a man has to do to achieve glory is listen to his wife! As if listening attentively to your wife or girlfriend is such a tasking thing to do. And to add insult to injury, their tagline for the ad is “The pain is 5 seconds. The pride is forever.” Not to mention that when he accomplishes his feat of listening to his wife, sexy women in short shorts and tight shirts come out and celebrate with him. Why is it that whenever a man has to listen to a woman speak it’s seen as a burden that deserves a reward, but when a woman listens to a man talk it’s just the right and respectful thing to do? (By the way, how sad that the parent company for Klondike is Unilever, which is behind the wonderful Dove Campaign for Real Beauty?) — Nickole Mariona
Where we saw it:
Various major TV networks, August-October 2012