Gay/Straight Ad Watch: What a Bum!
Gay Guy, Readers,
I'm sure many of you have seen this ad for Reebok Easytone sneakers. It tries it's hardest to come off as informal, but it's actually precisely crafted. And it insults just about everyone.
From the opening moment, when we see the makeup artist dash offstage, Reebok wants us to buy into the whole "Oops, we're rolling!" motif, but the setup only serves to create several moments where the under-rehearsed cameraman zooms in on the spokesmodel's derriere. "Dude!," she complains. Later, as she extolls the rump-lifting capabilities of these sneakers, the cameraman slips south again... who hired this perv?!
"A better butt with every step." That's the slogan. And, wow, does she over-annunciate "butt" at every opportunity. So, Reebok, if you want to objectify any/all women's glutes, that's your call. I'm sure women everywhere are wondering what a "28% more toned" backside actually looks like. How many critical assessments (snicker) did Reebok need to arrive at a number so specific? A lot.
Own it, Reebok for Ladies. You are totally obsessed with the tush.
Speaking for straight guys, we're not judging... or complaining. But do you really need to redirect the blame for all of your superficiality onto a fake booty-hound cameraman? Not cool.
Reebok's other Easytone commercials (link, link) are even more gratuitous (talking breasts, erotic lighting, and yes, women bending over). They seem to be targeting women through straight men (88% of whom will be speechless when you debut your new posterior, according to one ad).
But as they've presented it, I can't imagine a more insulting gift for a woman to receive from her guy. Putting these under the Christmas tree this year is tantamount to saying "You've got a lot of work to do. Back there. Now get moving."
I'm surprised there's not more backlash. Or have I just missed it?
OK, I've run out of synonyms, and need to stop before I use "haunches."
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