There’s this advert for MagnumEquador Dark:
A clearing in the jungle with dozens of women, together with a high priestess, conducting a ritual before an idol carved in the shape of a magnum; at the end, a (female) voice-over says “Magnum Equador Dark: I’m a worshipper.”
Yes, women worshipping chocolate is a big stereotype, but this time it doesn’t bother me. Maybe because it carries the stereotype to such a demented extent that no one can think it’s meant seriously. Or perhaps because it’s a stereotype that’s just as often used by women for their own entertainment. Or perhaps because there are no men in the ad at all – no male high priest or avatar of the chocolate – and that’s rare enough to deserve marking in itself. Or maybe I want to cut it slack because I think the product is good.
Or I’m just a sucker for the Mesoamerican imagery.
I wonder if it ought to bother me, and why it doesn’t bother me. But re-watching it while writing this, it struck me that none of the women look at the camera, always at the idol or their “communion lollies” – but they are always filmed from an angle where you can see
their faces, which are intent on what they’re doing – no vacant looks or sultry glances. Just like people.