You might have seen the extremely offensive and sexist Australian Jim Beam ad series last year at Hoyden About Town.
The Neighbours shows naked women sunbathing outside in their backyard, with men peeping on them. The Girlfriend shows a doormat of a woman explaining how she likes when men neglect her. The Tragedy shows a very attractive woman explaining how she’s sexually attracted to other women.
In all of these, the title of the ad is stated with the word “the” highly emphasized in order to indicate that a phrase like “the girlfriend” means “the ultimate, world’s best girlfriend.” And of course, what could be a bigger tragedy than a woman whose sexuality doesn’t revolve around men?
Now, Jim Beam is holding a video remake contest, where they encourage their “fans” to make their own versions of the commercials. Obviously, with the ads so offensive in the first place, this was always going to be a disaster. But one particular remake of the Girlfriend is especially appalling.
The original ad:
Get it? Because what’s better than a woman who doesn’t have any desires or feelings of her own, but only exists for men’s sexual pleasure without pesky little nuisances like consent getting in the way?
Thank fucking god I don’t drink bourbon. Though, interestingly, I certainly could use a drink. Perhaps this was their real marketing strategy all along?
Thanks to Jenny for the link.