Uber Bechdel

The new Uber Eats spot, Kath and Kim, is both a very well scripted piece of comedy, and a refreshing example of positive, uncliched female portrayal in advertising. The 45” spot doesn’t reduce either female character to sex object (potentially a first for featured celeb Kim Kardashian), and both women are able to instead showcase their sense of humour, challenging the still-prevailing stereotype that women aren’t funny. It’s rare to see advertising where two women are given the space and time to just riff off each other in an extended scene like this, especially without a male love interest being…

Does avoiding sexism in advertising stifle creativity?

We analysed winning films from this year’s London International Awards to find out. #4minuteread Whenever sexism and the issue of harmful gender stereotypes in advertising comes up for debate, there’s always someone in the back who pipes up to rage that political correctness is stifling advertising creativity. That ou­r hyper-sensitive left-tard society of snowflakes are…

Sexpo’s sleazy bait and switch.

I give this ad about two more days before it’s taken off air by the AANA. In this spot, TV chef Huey introduces his home audience to cuisine called Mexpo; until a producer butts in with a correction: this is an ad for Sexpo. Cut to three busty blondes wearing nothing but aprons, and Huey’s lecherously arched eyebrow reaction shot. A clear violation of Campaign Bechdel’s three rules, the three female talent in this commercial are written with about as much character nuance as talking sex dolls. This came on during Survivor tonight, at 8pm – amazing that it was…

Honey Birdette and the convenient co-opting of “female empowerment.”

You won’t be surprised to learn that Honey Birdette’s latest campaign, ‘Bodyguard’ comprehensively fails the Campaign Bechdel test. If you’re not familiar with Honey Birdette, allow me to give you the crib notes: lingerie retailer; favours soft porn-style campaign photography; subject to frequent complaints against it for filling its store windows with imagery of pseudo-lesbo…

The UK’s new gender stereotypes regulator, the Advertising Standards Authority, makes it’s first rulings.

“Absolutely ridiculous. Control state, dictated by the elite.” This is the kind of reaction the ASA is receiving for its first rulings on advertising gender stereotypes. Harm reduction legislation has always fuelled claims that we’re entering a nanny state; little do we remember, even seat belts were once considered “taking things too far”. It’s not just people who prefer exiting cars through front windshields instead of side doors who feel attacked by regulations such as those created by the ASA. Gender stereotypes are not on the minds of the majority of the population, and organisations who ask us to evolve…

Nick Scali and the lounging leggy blonde trope.

I’ve always passively consumed retail furniture ads – watching them but not really hearing what they have to say. Not that they require deep concentration: there’s usually a slowly rotating camera pan around a couch or chair, peppy and/or jazzy Muzak playing, and more often than not, a gorgeous gal reclining on the sofa. But…

Cannes Lions 2019 set to make better representation the gold standard.

Bechdel is so hot right now, as proven by Cannes Lions latest press release. Jurors tasked with awarding the best work in the world will now have to ensure it is also absent of gender stereotypes. This is wonderful news for progressing gender equality, and will certainly set a new standard for what it takes to be considered a campaign of comprehensive excellence. Read more here: https://campaignbrief.com/cannes-lions-expands-jury-guidelines-to-champion-equal-representation-and-equality/

B for Victory!

I’m so proud to report the news that Campaign Bechdel is creating real change! You may remember that I recently wrote about Holden Acadia’s campaign launch spot, where I called out their blatant objectification of teenage girls as trophy wives for teen boys. The article got picked up by Mumbrella and a few other Australian marketing publications. Along with the angry comments from the men’s rights groups section of the internet, the article seems to have generated some positive cog-turning too, because as you can see Holden have released a new and (slightly) improved edit: So while Teen Paris Hilton…