Spotlight

The 15 Most Sexist Daytime Commercials

Fifty years of Stepford moms and dumb dads.

by Cole Gamble


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Advertisers use a lot of techniques to goad us into buying their client's products: fear; boobs; fear of boobs; Billy Mays. But one time-honored method of sneaking brand loyalty into our cerebral cortex is by appealing to our utter disdain for the opposite sex. Whether it's the idiot dad so inept that in attempting to fit a diaper on his infant child he sets said baby on fire; or little girls who want nothing more than to become ice cream parlor golddiggers when they grow up — grotesque sexual stereotypes move product. Some of the worst offenders aim right at kids and parents. And if you don't think advertisers still stoop to such man-bashing and misogynistic ploys in 2010, guess again.
Cole Gamble


Dairy Queen

Well, here is a young lady who knows how to get what she wants. Sadly, what she wants is free dessert in exchange for disturbing underage innuendo. Incidentally, why is this boy hitting on girls? Isn't he still in that "girls are icky" phase? Someone should tell that to his undecended testicles. This girl has no idea what she's getting into. Dude probably sits there all day at Dairy Queen buying Peanut Buster parfaits for every prepubescent lady that walks in the door, like he's the Hugh Hefner of soft serve.


Bounty Commercial

Original Script to this commercial:
Dad: What is that?
Son: Some kind of liquid.
Dad: Normally I'd know what to do in these situations, but whenever I walk into the kitchen I become a total moron. Just like all dads do in cute thirty-second increments.
Wife: Those men of mine. Luckily I have a real man around . . .
[Bounty Man Enters and begins to make out with wife. The Green Giant watches through the window.]
THE END.

The video has been taken down, but we hope one will go back up.


Got PMS? Milk Ad

Why are all these men buying milk? Because according to the milk council, milk can dampen the effects of PMS. Watch the guy intrepidly enter the house armed with milk like it's a sword to slay his wife's fire-breathing hormones.


Mattel Tommy Burst

Back in the day, kids were put to work at an early age. Many worked sixteen hour days in factories and, as we can see here, some became private eyes — Or more succinctly, murderers. Notice how that kid killed that guy? I mean, yeah, there was a wacky slide whistle sound effect, but it was still cold blooded murder. (Note to my family: If I am ever tragically killed, do not accompany my death with a slide whistle or any other zany musical instrument such as the piccolo or kazoo.) The message, however, is clear: boys like killing stuff with guns. Sorry ladies, if you want to take somebody's life, you're gonna have to stuff their head into a Easy Bake Oven, 'cause if you want to shoot someone, you have to have a penis.


Roomba

A wife's work is never done, especially when you're married to a donkey. And those pig children? What did you expect? You mated with a donkey. Thank goodness you have a small disk-shaped robot to comfort you and fulfill your needs. Wait, am I watching a David Cronenberg movie?


Safe Sex

You probably never got a chance to see this commercial on television because A) it's foreign and B) it was banned. Thanks to the internet you won't miss the important message behind this spot: every time a father looks at his child, he sees a condom he wishes he'd bought.


Folger's — Pretty Wife, Ugly Coffee

In the '60s, Folger's was the king of sexist commercials. In this one the dutiful wife waits on her man with skin-crawling obsequiousness. The man tells her she makes crappy coffee and she looks at him like he just snapped a kitten's neck. Luckily the wife has a vaguely foreign neighbor who turns her on to the the magic of Folger's. The next morning wifey serves it and daddy approves, sending her into such a paroxysm of delight she looks like a puppy who got into your meth drawer.


Pizza Hut — Dad's Dinner

Dad: "Who says I can't cook?" Apparently Pizza Hut.


National Airlines - Fly Maggie

Just a few decades ago, little girls only saw two career options in the movies and on TV: receptionist or stewardess (now known as the less gendered "flight attendant"). During the golden age of air travel, airlines used the attractiveness of their stewardesses as a selling point. This commercial just cuts to the quick and says, "If you fly National, you get to bang Maggie." You hear that? Reach for the sky, aspiring little girls!


Jif Peanut Butter

"Choosy Mothers Choose Jif." Yes, a woman's most vital role in today's society is selecting high quality peanut-based condiments. Lord knows you couldn't leave Dad up to the task. He'd make you spread your toast with motor oil or Nutella.


Winston Cigarettes - The Flintstones

Ah, those womenfolk sure do work hard, but hey, the guys do too. Somebody's gotta develop the lung cancer around here. After all, lung cancer doesn't develop itself. Oh, and hey, we're marketing cigarettes to children here, because those little shavers are gonna want a smoke after a long day of murdering people with their Mattel Tommy Gun.


Combos - Man Mom

In a not-so-distant future women will cease to exist, and without their wise influence, men will feast only on processed cheese paste-cracker hybrids and sports drinks like Brawndo, leading to the fall of human civilization in a scurvy-riddled plague.


Rose Petal Cottage

Little girls, realize your dreams of growing up to do household chores. There's no glass ceiling in the go-go world of homemaking. If that sentiment sounds antiquated, think again: this spot came out last year.


Mystery Date

Sometimes a commercial is sexist because the product itself is sexist. And so we come to Mystery Date. It's hard to tell to whom this would be more offensive. Is it more degrading to girls and their depiction of waiting for a cad with seventeen ponies worth of swoon? Or is it worse for the guys, who get reduced to either tuxedoed studs, perpetually skiing douchebags or duds who, because of their inability to tuck in a shirt, are completely unacceptable for procreating?


The Game of Life

Who let the squares in? It's like chess club versus the Aryan society. (I'm rooting for the squares, but only because I wear glasses just like those.) This commercial lays out the life options for boys and girls pretty simply:

Boy: Become a stock trader or millionaire.
Girl: Have twins (every player in Life must get married), go to the poor house or become a star (i.e. spend the best years of your life being hospitalized for "exhaustion" and the remainder as a talking head on VH1 specials).

The game of Life is supposed to mimic the real lessons of life. And in many ways it does:

1) Life is essentially based on random chance (you spin a wheel and pick cards that decide your fate).
2) Going to college does practically nothing to help you win the game of life.
3) And as this commercial ably demonstrates, in the end it's all about getting revenge. And thus, marriage was defined for the baby boomer generation.


Any other ads from today or yesteryear that made you stop and say, "damn, that there is sexist" come to mind?

About the Author
author bio Cole Gamble is a writer living in Portland, Oregon. He's working on an evil self-help guide titled Improve Your Life or Die.

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grace Jun 8, 11:52 PM

the newest yahoo commercial where the nerd gets everything he wants. which consists mostly of scantily dressed women, and slutty dancers.

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ginny May 11, 12:03 PM

argh. this piece is so literal-minded and humorless.

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amanda May 10, 6:34 AM

I find it interesting that this article is up at the same time on Babble as another one: "Three ultra-simple dinner recipes anyone (even Dad) can cook." Isn't that just another instance of what we're complaining about here?

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nicole nelson Dec 7, 6:00 PM

I am a little late to the party, but this is a great piece. The commercial that stays in my mind even though it has been off the air for years is a Mastercard commercial from the late '90s. It showed various cartoon characters, with the structure that's now familiar. When it showed Olive Oyl, she was smiling, head turned towards the sun, raising her arms...  Male voice: "Wonderbra? $25." Later, when Fred Flintstone was shown being his obnoxious self, "Being happy with who you are? Priceless." Olive Oyl's self-contentment didn't count because of her lack of sex appeal to men? It's so awful, it still raises my blood pressure... 

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raecarrie Sep 6, 6:04 PM

What about the Sunny D commercial about saving the labels to earn books for school?  It sad "Kids and their moms everywhere are teaming up..."  Ugh.

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eh May 26, 12:17 PM

Between commercials and television tripe of late, I've turned off the pixels.  I am vaguely offended/irritated/annoyed that most commercials and Sitcoms show Dads and Husbands to be at large, a bunch of irrelevent boobs who do nothing but make Mom/Wife's life difficult.  I guess that showing a more modern take on a non-dysfunctional family wouldn't make for good viewership, or be catchy enough for a commercial though.

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Bilou Aug 25, 12:32 AM

What about the "If...you're a Mitchum man" ads? The most disgusting one was a teenage boy taking photos/video of a teenage girl on his bed, getting her to strip.

It was a grainy video of the two of them, with text that said, "If you've convinced her that they're for your private photo collection..."

"You're a Mitchum man"

How macho!

That was the day I quit purchasing their product(s).

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CleverUserName Aug 12, 8:07 PM

When the Flintstones originally aired, it was in prime time, and it was initially aimed at adults; hence the sponsorship from Winston. Once they realized the audience was skewing younger and younger, they went from Winston to Welch's grape juice.

Still, it's weird to see, having watched reruns of the show as a little kid and being born after the cigarette commercial ban.

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scryberwitch Aug 10, 2:19 PM

Excellent countdown! I have been running a sporadic series of sexist commercials on my blog here: http://scryberwitch.wordpress.com/2008/05/21/commercials-that-piss-me-off-pt-iv/
I would have to add the recent Taco Hell commercial starring Adam Corolla, claiming their "big box meal" is a "meal for a man."

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MS Aug 8, 10:51 AM

That's nothing--I live in Mississippi, where a public radio PSA for a local hospital chain says, "For the women in your life, make sure your health plan includes Baptist Hospitals."

Riiiight. Because only men work and have health insurance. Wimmin stay home with the younguns.

I called the Hospital and pointed this out to their PR flack--who was a woman, as were most of the community relations group--she said that wasn't the intended message. But I can't imagine what was. Why can't the women in your life take care of their own damn health care choices?!

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srdno Aug 7, 3:00 PM

There's a series out now from a cell company with rollover minutes--in each the husband and two male sons sit at the table eating and reading the paper while the mother stands, too busy serving them from the kitchen and nagging them about wasting their rollover minutes. The husband, of course, is completely justified in insulting the haridan's sister in the latest edition of this ad series. It's bad enough that the sons laugh and this disrespect of their mother--but the mother essentially does the same. You sure zinged me, darling! Now I'll know better than to question anything you do. Plus, what am I worried about? It's not MY money paying for that cell-phone plan! I'm lucky to even have earned the right to make outside calls!

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yosemitegirl Aug 6, 6:30 PM

I'll cast my vote for the previously mentioned JC Penny's ad -- I was so offended I actually wrote to the company. (I never do that kind of thing either but this ad was ridiculous.) They sent me back a lame reply. One of the most offensive things about the ad was that the dad kept saying, in this aggrieved tone, "where IS your mother" every time he felt out of control -- as if only she is responsible for raising their children.

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SCL Aug 6, 5:31 PM

I think the one I've been subjected to and annoyed by most when I'm watching things on Hulu would HAVE to be the Hungry Man commercials where there's a few guys drinking smoothies and yogurt (woman food, of course) and one of them has to go to the bathroom so they all go to "keep him company". On the way out they encounter a man who is eating all by his lonesome who is eating Hungry Man meal who heckles: "Where are you ladies going?" Rather than giving him the finger, they throw out their perfectly good smoothies and yogurt, which, if I recall, were pink.

link: http://www.youtube.com/watch?v=ZaPcBwmCtiM&feature=related

Mostly I feel badly if men feel they can't enjoy a smoothie or yogurt, because that shit is good.

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rj Aug 6, 2:36 PM

Was it Sunny Delight that had a catchphrase like "Kids love it because it tastes great. Moms love it because it's high in Vitamin C."? As opposed to dads, who hate and fear anything that isn't Combos or pizza.

If that condom commercial discourages even one person from having kids, in my mind it was worth it. Can't stand those damn things, stereotypical male that I am.

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agreeed Aug 6, 2:30 PM

Thanks to the commenters who mentioned the Penny's and FloNaze ads -- two of the worst in recent years!

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elizs Aug 6, 1:23 PM

There's also that awful "Where is your mother?" ad campaign from JC Penney a few years back. The men were at home, flustered (obvs) while watching the kids, as the mothers were shopping (as all women do, right?) at JC Penney's sale. I frickin' hated those ads and complained about it to the NY Times advertising columnist who said such stereotypes in ads are nothing new.

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miktacular Aug 6, 12:35 PM

The one I've noticed recently, although I'm not sure if it's still on, is the KFC "Mom's Night Off Meal", where KFC shows women throwing their pots/pans/kitchen utensils out the window. Yes, KFC has FINALLY given these hard working women a day off! I can't believe the meal is actually called that as well, good grief.

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stealyourself Aug 6, 11:24 AM

Ditto to the person who mentioned those Klondike ads. Thoroughly disgusting.

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GGrace Aug 6, 10:46 AM

the parent kind of had to be a dad because it is a condom ad.

Why does it “kind of” have to be a dad? If the point of the commercial is that condoms prevent pregnancy, then they work just as well for women as men.
The sexism comes from the stereotype that men never really want children and/or regret the ones they have (women, on the other hand, love having children and are the only ones capable of cleaning up their messes or feeding them peanut butter).

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photolicious Aug 6, 10:36 AM

ooh...what about the i can't believe it's not butter *spray* ad? the one with fabio that implies that all women are just lonely dowdy housewives, who sit around dreaming of a 'perfect' man with flowing hair, rippling biceps, and--most importantly--armed with a reduced fat buttery spray.

because every woman fantasizes about butter alternatives...i mean, that's some hot stuff right there ;)

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jfruh Aug 6, 9:49 AM

One of the intriguing subtexts in the Pizza Hut ad comes when Mom whispers "I Love You" to pizza-orderin' dad. If she's so excited about having pizza for dinner, why couldn't she order it. "Damn you, Pizza Hut, for only takign calls from someone with testicles! Curses, I am doomed by my sex to forever prepare food for the family at home, for less money, with more nutritional value, and significantly less fat!"

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Anon Aug 5, 9:37 PM

Ditto on the Heineken ad, which I didn't even bother to label sexist. More like misogynistic. My EX-b.f. said a perfect woman was three feet tall with a square head. (So she can give oral sex while he rests a beer on her head/shelf.) Niiice.

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gnahtanoj Aug 5, 7:59 PM

Dope. Peanut butter isn't a condiment. It's a protein rich entree or tasty snack.

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panthergirl Aug 5, 4:27 PM

Thanks for posting this, but actually there are so many current commercials that still use this approach it's scary. Don't forget that "Mom" is the only one who can cure illnesses and "Dad" leaves an iron imprint on his shirt when she has the flu (Flo-Nase).

Check out the new Klondike ads... my favorite is the one where the guy is at an outdoor cafe with his wife when a babe walks by. "This guy kept looking at his wife! Give that man a Klondike bar..."

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k1 Aug 5, 4:21 PM

i don't see how 10 is sexist. it's certainly what i'd call dark humor. the parent kind of had to be a dad because it is a condom ad. but that doesn't make the ad sexist. if it had been an ad for birth control pills it could have been a mom. and i've heard parents of both genders point to children and say things like "now there's a poster child for birth control".

dark humor? yes. sexist? i don't think so.

This whole excersize seems a little odd. Given that pretty much the culture we lived in is sexist to a degree and that sexism was much more overt in decades past, I'm not even sure it even makes much sense to call out particular commercials as "sexist" as they are just portraying gender stereotypes of the time. They were probably not any more "sexist" than other commercials of their time.

Maybe this should have just been called "interesting examples of gender stereotypes in old commercials".

Oh, but wait, that is not nearly sensational enough of a topic to pull people in.

You won this time, Babble.com. But next time I won't be so easily pulled in... :)