British Christmas Commercial Blasted For Sexism
The ASDA spot, titled “Behind every great Christmas there’s mum,” has received “dozens of complaints.”
This looks like an example of the pitfall of relying too much on consumer testing.
As reported by The Drum, ASDA often undertakes “Mumdex” surveys to find out what the public thinks. The supermarket says the ad “depicts what many of the 16 million mums who shop in Asda tell us they feel.”
The spot does make dad look like a lazy, no-good so-and-so. Mom does everything to make it a perfect Christmas, and all shithead can say is, “What’s for tea?”
Also, notice that Grammy is diving right into her present: Fifty Shades of Grey.
An ASDA spokesperson says:
“To any mums and dads who have been upset by our Christmas TV ad – we’d like to offer our sincere apologies. We respect all hard-working parents and know just how tough it is managing a family – particularly at Christmas.”
Ad agency: Saatchi & Saatchi, London.
What do you think? Sexist, or not?
Source: thedrum.com
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19 Responses So Far
- chasityc thinks British Christmas Commercial Blasted ... is Fail
- SellyGon410 thinks British Christmas Commercial Blasted ... is LOL
- thatdudek thinks British Christmas Commercial Blasted ... is LOL, Win & OMG
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- Gabriella thinks British Christmas Commercial Blasted ... is WTF
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kewlbuttons 6 months agoThis is exactly how it was in my house. Most houses ate like that. Get over it
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Leah B. 6 months agoIt’s most annoying that the only contributions they show her husband doing are picking out a tree that she then discounts and then taking orders from her setting it up. Because obviously he is her extra child. These stereotypical commercials tend to hurt both genders. They didn’t even show him putting up the Christmas lights or anything.
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- livelst thinks British Christmas Commercial Blasted ... is Fail
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- vickilouise thinks British Christmas Commercial Blasted ... is WTF
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aprilrose 6 months agoall advertising is meant to target specific demographics. i thought it was cute. and yes, we all realize not all families have mom as the one doing everything during the holidays but it is an archetype. I don’t particularly think it made it look like her husband was good for nothing as he was also helping out just that the focus wasn’t on him.
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- dawgette68 British Christmas Commercial Blasted ...
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Terra Smith 6 months agoUh no? People are too damn sensitive and love to complain about everything. Relax people.
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- oprahsweave thinks British Christmas Commercial Blasted ... is Fail
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- smurph25 thinks British Christmas Commercial Blasted ... is WTF
- Aya K. British Christmas Commercial Blasted ...
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annac19 6 months agoI’m not sure if I’d get full on offended by this ad. Probably just reserve for it the same eye rolls that I do for most supermarket and cleaning product and cooking ads that imply that women are supposed to be the domestic goddesses of their nuclear (and usually white) families whilst the men look on, near moronically dumbfounded by these things the women folk refer to as cooking and cleaning. It’s insulting because it completely ignores any type of family unit that doesn’t fit the ‘conventional’ formula - woman as homemaker and mother, man as breadwinner. Single mothers and fathers? Same sex couples? Nah. No Christmas joy for you.
I agree it’s not the worst ad I’ve seen out there recently (that honour goes to the new Halfords radio ad in which a woman notices the brake light on her bike’s gone out, so of course her first port of call is ‘ask husband to fix it’.) but it could have been done much, much better and more inclusively. -
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r0b3r7_mac 6 months ago
Do you know what else is ignorant? Your use of the term “queer” Well done for getting your point across eloquently! *slow clap*
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rebeccas21 6 months agoI see what you are trying to do there, but it turns out the homosexual community has reclaimed the word queer. It’s oftentimes used to describe people who aren’t straight but aren’t 100% gay either, your pansexuals and gender non conformists and what have you. I’m confident that was the context theFROOSH was using the word in, because the rest of his post is quite gay friendly.
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Murphytheyeti 6 months agoreally don’t get how people find this offensive, unless its because nana’s a slut whose reading 50 shades of grey.
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arunl 6 months agojeez… is there anything we can do these days without offending someone or some group of ppl? what were they supposed to do? say “dad is behind xmas”? if they had probably same bunch of ppl would complain saying dads do shit…
we should stop being such sensitive souls, if you don’t like something and if it is not forcing you to change where you poop, let it be -
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estellerosek 6 months agoWhat about almost every household cleaning advert out there that feature women and not men? Pisses me right off
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Mock Turtle 6 months agoI can think of at least 5 similar ads I’ve seen in the US this year alone, so it doesn’t seem that bad to me. Then again, maybe I’m jut desensitized. Seems like more a salute to moms than anything… and if you don’t love mom, you’re an asshole. (People with terrible mothers excluded, of course.)
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