I was hanging out with a few friends this weekend, and this commercial for men’s deodorant (or something) came on, and we immediately stopped chattering as we stared in amazement at what we were seeing.
I’ll let you check it out for yourself, but the gist of the ad is that dudes should make sure their hair situation is handled, because the ladies always notice the hair first. And, just to make sure you don’t forget, the male character in the ad is a big lump of brown hair (ew).
O.K. the new guy has a full head of hair, check. And what about the lady that’s noticing this well-coifed mop? Her hair must be every bit as fabulous, right? Because if ladies look at the hair first, then the guys must…oh, wait. My bad. The female character in this ad is just a pair of perky tits. No head, no legs even, just cleavage.
My friends and I gaped at the screen in amazement, then all laughed a little uncomfortably when one friend announced cheerfully, “that must be a throwback to the 70’s or something! Shit like that doesn’t happen anymore!”
Sigh. Yes, I know it’s the 21st century and all, and we have robots on Mars and computers in our pockets, and women are taking over in all sorts of awesome ways, but guess what. Sexism is, sadly alive and kicking.
No really, I’m not making this up. I myself had the pleasure of encountering a few unbelievably retro-sexist situations myself in the not-so-distant past. Here’s what happened and here is how I dealt with them.