Politics

"Patronising Better Together Lady" Is The New Meme For Scottish Nationalists

A TV broadcast playing on women's fears of an independent Scotland has been hijacked.

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This is the new TV advert from Better Together, the campaign to keep Scotland in the UK at the forthcoming referendum.

View this video on YouTube

The advert, first shown on Tuesday night, features a mother talking to the camera about her concerns for an independent Scotland: the security of Scotland's oil supply, funding for education, the way "there's only so many hours in the day and there's so much to weigh up".

She's also concerned about the way her off-screen husband, "Paul", keeps going on about the independence campaign while she struggles to keep up with the debate.

But some supporters of Scottish independence have decided the advert doesn't give much credit to women, branding the advert's star "Patronising Better Together Lady".

Better Together

And in the process they've created a meme, playing on what they believe to be her spurious reasons for voting No.

Some people felt the advert was a bit sexist, since the woman is mainly concerned about household tasks while her husband talks politics.

Maybe I won't even bother voting. It's too much hassle. I'll let the men decide whilst I bake cookies in the kitchen! #PatronisingBTLady

Natalie Clark@natspacino

Maybe I won't even bother voting. It's too much hassle. I'll let the men decide whilst I bake cookies in the kitchen! #PatronisingBTLady

11:42 PM - 26 Aug 14ReplyRetweetFavorite

#PatronisingBTLady Considers the #indyref issues of the day.

Iain@Cuphook108

#PatronisingBTLady Considers the #indyref issues of the day.

8:22 PM - 26 Aug 14ReplyRetweetFavorite

#PatronisingBTLady Leave the kitchen and shape your future.The dour sexist NO camp want to transport us back to fifties.Over my dead body!

Carol Fox@feministfox

#PatronisingBTLady Leave the kitchen and shape your future.The dour sexist NO camp want to transport us back to fifties.Over my dead body!

7:47 PM - 26 Aug 14ReplyRetweetFavorite

Other people were baffled by her difficulty to find the time to weigh up the options.

#PatronisingBTLady has stuff to do #indyref

Hope I find a husband in time for the #indyref. How will my girl-brain know how to vote otherwise? #PatronisingBTLady #womenproblems

Luisaidh Davidson@belledejournal

Hope I find a husband in time for the #indyref. How will my girl-brain know how to vote otherwise? #PatronisingBTLady #womenproblems

11:20 AM - 27 Aug 14ReplyRetweetFavorite

Perfect summary of the new @UK_Together campaign video. Targeted at woman - but so patronising? #PatronisingBTLady

Greg indyref@YesIndyref

Perfect summary of the new @UK_Together campaign video. Targeted at woman - but so patronising? #PatronisingBTLady

8:27 PM - 26 Aug 14ReplyRetweetFavorite

Not thinking much of the latest BT campaign poster!? #IndyRef #PatronisingBTLady

KJ@KingdomJock

Not thinking much of the latest BT campaign poster!? #IndyRef #PatronisingBTLady

10:41 PM - 26 Aug 14ReplyRetweetFavorite

Others were a bit baffled by her apparent lack of understanding of the key independence issues.

Comedy gold from @UK_Together 's #patronisingBTlady !

Declan B@YesWithDex

Comedy gold from @UK_Together 's #patronisingBTlady !

6:47 PM - 26 Aug 14ReplyRetweetFavorite

Belters together #indyref #patronisingBTlady

Others were very concerned about the welfare of the woman's husband.

vine.co

And then there was the matter of her facial expression.

#PatronisingBTLady We're Better Together... forever and ever

Laurie Kitson@ljkitson92

#PatronisingBTLady We're Better Together... forever and ever

7:07 PM - 26 Aug 14ReplyRetweetFavorite

A couple of people thought she might have better things to do when the vote is held on 18 September.

This is my favourite #PatronisingBTLady

Only 3 Plan B's...best vote No. #patronisingbtlady

BWatt@BethWatt2014

Only 3 Plan B's...best vote No. #patronisingbtlady

7:21 PM - 26 Aug 14ReplyRetweetFavorite

Others were a bit concerned for the actress involved in the broadcast.

At points it went a bit surreal.

Hey Paul! Paul! Remember that song? #patronisingbtlady

Sin Vega@sinisteragent

Hey Paul! Paul! Remember that song? #patronisingbtlady

11:21 AM - 27 Aug 14ReplyRetweetFavorite

But even the most ardent pro-independence supporters would admit there are some unknown issues in this campaign.

Last one. This is too funny. @_Pandy storyboards #PatronisingBTLady ad. @robertflorence

James Lees@jamesvsburger

Last one. This is too funny. @_Pandy storyboards #PatronisingBTLady ad. @robertflorence

9:59 PM - 26 Aug 14ReplyRetweetFavorite

4th #PatronisingBTLady contribution

While others were just concerned that something was in her cup of tea.

Three weeks to go until the vote.

Jim Waterson is a politics editor for BuzzFeed News and is based in London.

Contact Jim Waterson at jim.waterson@buzzfeed.com.

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