Beyaz Creepy As Possible
Monday February 28th 2011, 8:59 am
Filed under: advertising,stephanie fierman,women

Birth control ads are strange. Exhibit A: the Nuvaring ad (see HERE) where the gals take off their clothes and climb into a hot tub with their yellow bathing suits on. Each woman has a… each has a number… one has a bathing cap… and then the hot tub spins like a ride at Disneyland… and there’s, like, a song that makes me hear Satan’s voice urging me to kill (Mommy!).

I don’t know what’s going on, other than understanding that I better use Nuvaring because remembering to take a pill every day is just too much for me. At least I think that’s what is says. 

So in a land of weird, one must rise extra high to be noticed – and I think Beyaz overshot by a mile.  Check out the ad (see below or HERE):

The “it’s good to have choices” is fine, but to put women in a shopping setting, where they can simply choose the men, educations, homes and discretionary incomes of their dreams off a shelf at any time – with as much thought and planning as picking a box of cereal – is offensive.  And what was the general idea here: that because women understand shopping the best, we can make birth control a section of a department store to help the message hit home?

Then there are choices themselves. The home the female shopper chooses is a sweet little purple house, with a car out front that looks to be from the 50s. Is that where women belong, or when women were “best”– in the 50s? Have we already failed if we don’t want the picket fence?

And the stork: the only “selection” that tries to literally follow the woman once it is rejected (a stalking stork, if you will).  All the women in this ad are still in their 20s: are young women supposed to have babies… or else?  Note there are no “and” equations in this ad.  It’s all “or,” as in grad school or a baby. None of the shoppers leave with more than one item.

For me, though, the most disappointing episodes take place over in the Significant Other section of the store.  First of all, the store only carries men in inventory. Being gay is not a choice in this retail establishment.  But my favorite part has to be a woman standing in front of a man, only to have another female come along with a smirk on her face and snatch the man off the shelf.  

Nasty.

The site TresSugar.com does a great job breaking down the ad, scene by scene, object by object.  Take a look if you get the chance.

Even in the fantasy world of flying snacks, sodas that never make you fat and perfect hair – this ad is over the top in its disdain for women.


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