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Hi I'm Graeme Newell and today I'm going to show how marketers use revenge and sexism
to bond with male customers. When you're a husband, sometimes it seems
like you can never please the wife. “Slow down, slow down, what’s the hurry?
You’re driving like a maniac! Are you listening? Are you listening?
Why do advertisers roll out these henpecked husbands? Because there's nothing sweeter
than the payback. “Hiiiiiiiiiii. Great, now look at what you’ve
done, I told you not to drive so” Plain and simple, he outsmarted her.
“For drivers that want to get the most out of their cars, there’s Bridgestone, or nothing.”
Mr. Potato head did two very important things in this ad. He demonstrated the tire's stopping
power, but just as important, he made men feel smarter and more powerful than their
wives. “I love this Miller Lite aluminum pint,
oh really” This has proven to be one of advertisings
most alluring emotions for men, and it shows up again and again.
“My dearest Lisa, as we enter our first day apart, I already miss you terribly. Believe
me honey, it’s no picnic out here. But don’t you worry about me. Somehow I’ll get through
it. And know in your heart, I will see you soon. Though, I just can’t say when. Patrick.
You’ll find it hard to come back. The 244 horsepower pilot, from Honda”
In this PC Penney ad our henpecked hero breaks his word to get home early from poker night.
“Flush. Hey fellas, I gotta get goin. Come on man. I gotta go apple pickin with the missus
tomorrow. Ugh. I’m not kiddin. Come on guy, she won’t mind. Ok, a couple more hands.
What’s the worst that could happen, right?” He suddenly finds himself returned to the
doghouse where offending husbands are put on trial.
“Case number 478, Jonathon “Bold” Bolkowski. Listen for the hundredth time all I said was
her mom looked good in a bathing suit. And you don’t see wh- it was a compliment. And
you don’t understand how it’s inappropriate to tell her that her mother looked hot. I
didn’t say hot. The word he used was “smoking.” Smoking? And he made this hot sizzle noise.
Like this. Honey! What kind of gift is this? It’s a beer-making kit. I don’t even like
beer. It’s a wonderful beverage. Get out. You got your wife a paper shredder? I’m
sorry, a hammer drill? You got her a robe? A nice robe. It’s from a hotel. A nice hotel.
Next. Five-star hotel what else does she want. Just go fold. Hey Helen, Anne, Jessica. Donny,
didn’t we just see you? That was some poker game you guys had huh? I know, I know. You’re
gonna be in here for a long time Donny. No, I don’t think so. Look what I found. That’s
nice, Helen, it’s, you know. Very smart. See you tomorrow? Yea, probably.”
…Ingenuity, and JC Penney jewelry, get him out of the doghouse. So remember, if you want
to build a bond with men, showing them outsmarting their wives is one of advertising's most ingenious
ways to stroke male egos. I'm Graeme Newell and that's emotional marketing.