I was just sitting in a massage chair with my toes soaking in the deliciously-warm whirlpool below me and flipping through a People magazine when I was suddenly slapped in the face. Ok, not literally, but that’s definitely what it felt like. I stared at the ad, blinking a few times just to make sure I wasn’t imagining things. An attractive guy was holding an armful of white towels while talking on his cell phone in the foreground; in the background, a female was enjoying a leisurely soak in a bubble bath. Okayyy, I thought. So….? Then I read: “Reason to get him whipped #8.” Pinnacle Whipped Vodka.
Seriously?? So… what are they trying to say here? Let’s say your boyfriend does the laundry (and mine does – well, actually, we both do it). Does that automatically make him “whipped”? Or does it only make him “whipped” if he does the laundry *while* you’re doing something enjoyable, such as taking a bath? In which case… are you supposed to immediately scamper into the kitchen to find some kind of household chore to do as soon as he extracts the first few items from the hamper? Well, fuck it. I guess I’m just one of those stereotypical, humorless feminazis who doesn’t understand why the portrayal of a helpful boyfriend would include the insinuation of utter female domination.
Is this supposed to let men know that whenever they dare step out of their role as the stereotypical lazy-slob bachelor, they might as well check their testicles at the door?
And what does this say about women? What do you call a woman who does household chores? Anyone got a punchline for that one??
Is it pathetic to do household chores period? Are women everywhere being tricked into thinking they’re doing something to help out when, in reality, they’re being laughed at and seen as broken, manipulated fools? If so, what’s the “cute” name for a female idiot like that? Is it “housewife”? No, it can’t be that – we’ve heard over and over again that to be a housewife is a choice that we’d better respect because it’s just as dignified as having a career outside the home.
So… what’s so hilarious about a guy doing laundry while talking on his cell phone?
I checked out the Pinnacle Whipped website and… omg I have to try some of these. There’s actually a Cotton Candy flavor (!!!) as well as a plethora of other tastebud-tempting flavors such as: Cake (you can’t be serious!!), Butterscotch, Gummy (as in, gummy fish!), Chocolate Whipped, Espresso, Root Beer (sheesh!), and, of course, plain old “Whipped”, featuring a huge dollop of whipped cream on the front. These amazing flavors alone are enough to have their clearly-female demographic racing to the liquor store even before they give their partner’s testicles a final, parting cigarette burn.
There are so many ways this product could have been marketed seductively toward women without harming men in the process. It’s hard enough for a man to find self-respect and dignity in a world of must-watch football, must-drink beer, must-lift weights, must-have muscles, must-drive sportscars and everything else that is counterproductive to a man’s self-esteem and individuality. The gender binary oppresses both genders and forces each into little boxes from which they dare not stray.
I call bullshit and remind these marketing assholes that REAL MEN can do laundry, REAL MEN can cook, and REAL MEN can iron clothing. For fuck’s sake, leave the guy alone.
Other “Whipped” ads from Pinnacle include:
Posted on September 24, 2011, in Domesticity, Gender, Relationships, Roles, Uncategorized and tagged advertising, alcohol, bachelor, demographic, dominance, ethical advertising, female domination, flavors, household chores, housewife, laundry, marketing, men cleaning, men cooking, men doing laundry, misandrous, misandry, misogynous, misogyny, pinnacle ad, pinnacle vodka, real men, stereotype, vodka ad, whipped. Bookmark the permalink. 1 Comment.