Archive | February 2014

Sexual Objectification explained

Laci Green sheds some light on sexual objectification.

Super Bowl Highlight: GoldieBlox

I’m not a huge fan of sports. The only football I’m interested in is the one where your foot actually makes a connection with a ball. My mailman said something about it being ‘unAmerican to not watch the Super Bowl’. I agreed in that we got to see what the rich media titans have dreamed up and shelled out millions for. I’m talking about the real stars of the ‘Bowl: the commercials. And I have to say, this year I was very surprised.

AdBowl2014 was less sexist and offensive than many years prior. The highlights deemed by the web were full of animals (puppies! horses! weird hybrids!), nostalgia (Seinfeld! The 80s! Full House!), and lots of love (hero’s welcome, hugs, Coke’s “Beautiful”). There were very few offenders this year– Go Daddy cleaned up their act from previous years, Oikos’s Uncle Jesse was cock blocked by Papa Tanner and Uncle Joey before anything risqué happened, and even the ‘controversial’ Soda Stream ScarJo bit was tame (the controversy was over brand, not sex appeal). I was a very happy female consumer yesterday.

But the icing on the cake had to be the GoldieBlox commercial. If you haven’t heard of this company, you can visit their site to learn more. This is the company’s mission statement from their site:

At GoldieBlox, our goal is to get girls building. We’re here to help level the playing field in every sense of the phrase. By tapping into girls’ strong verbal skills, our story + construction set bolsters confidence in spatial skills while giving young inventors the tools they need to build and create amazing things.

In a world where men largely outnumber women in science, technology, engineering and math…and girls lose interest in these subjects as early as age 8, GoldieBlox is determined to change the equation. Construction toys develop an early interest in these subjects, but for over a hundred years, they’ve been considered “boys’ toys”. By designing a construction toy from the female perspective, we aim to disrupt the pink aisle and inspire the future generation of female engineers.

We believe there are a million girls out there who are engineers. They just might not know it yet. We think GoldieBlox can show them the way.

I’ve known about this company for a while, and to see it get a national spot made me very excited. This year’s group of ads were a huge improvement on the state of advertising during a hypermasculine event such as the Super Bowl. Hell, this was a better group of ads than I’ve seen in general. Usually, I have to shield my eyes during the Super Bowl due to the volume of sexist beer and car commercials they endorse. But they managed to bring their A game without reducing any groups to petty, untrue stereotypes (just proving it is possible to watch tolerant television).

In short, I’d like to thank the Super Bowl for restoring my faith in advertising. I have only hope for better campaigning strategies focused on unifying people, empowering our youth, and more cute animals in future Super Bowl ad space, and air space in general.

Brava media! You performed like champions this year.