To add some balance to the frequent rants about the sexist commercials that perpetually blanket our media landscape with no end in sight, I have this to offer: The commercial currently running for Silk soymilk. It features a young girl around 10 or 12 years old determinedly toting her snowboard up to the chairlift early in the morning. So early that she's the only one on the mountain, and the chairlift operator isn't even there yet. Her voiceover says, "Today I'm going to invent a trick that will be remembered for all time." She plants herself in position to get on the lift, and then the lift operator eventually shows up, a gruff-looking guy in his 40s wearing a parka. Our heroine turns to him and says, "you're late." Chairlift guy grins and shakes his head, but not in a condescending way -- it's a look that says "I know you're a badass and I can only hope to be as strong and confident as you one day."
I love that commercial. There are no images of mom making breakfast & getting kids ready for school, no women in leotards measuring their waists (although some of their print ads tend to go down that road). If you want to tell the company what you think, email them here.
No comments:
Post a Comment