During the Super Bowl, Chrysler ran a commercial for their mid-age crisis auto, the Dodge Charger. Now I’m not a man that has ever needed a car to express my maleness, but some men do – this commercial was targeted towards them.
This commercial was designed to not be ignored. It’s creative execution is done in a way that makes it stand out. It cuts through the clutter and targets the one type of guy – we’ll call him PW for short. This commercial was destined to offend – and it has. Some women have gone online to express their dissatisfaction with and ad that doesn’t address them. On one blog posting a about the Dodge commercial, I saw the following comment:
I don’t care what car you’re selling, you’re still selling to women.
And then there’s this parody ad:
I think that for too long there’s been the assumption that men abdicate all decision to the women in their life. I’m sure some men do. But what about men that have backbones; or men that don’t like women in that way; or men that have a relationship where they consult on decisions with their partner? Why does every product need to be sold to women?
Women have earned the right to vent at this male dominated society – and I understand where the parody is coming from, but not every message is meant for every person. As a black person, I tend to skip over ads for tanning salons – I assume they’re not meant for me.
Advertising has swung to target women so decidedly, that advertisers don’t know how to speak to men. The only way they know how to is to insult women, show T&A, or feature scatological humor.
All this commercial does is target men in one of the few ways the advertiser knows how to. If the ad doesn’t ad doesn’t speak to you, I say you ignore it.
What do you think?