The title might be a bit dramatic. After all, there’s nothing particularly offensive about this commercial for AIG’s term life insurance [video since removed]. It’s got statistics. It’s got facts to back up the sales pitch.
My problem with it is that though it is addressed to a generic group, Americans, several times…it is actually a commercial for men only. They are talking only to men. Not only simply men, but straight men with a wife, two kids and a white picket fence. What year is this again? For a minute there, I was certain I’d been transported back in time.
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{ 4 comments… read them below or add one }
I can’t get to the ad, but there’s an ad in Australia for workplace safety which pisses me off because it’s about men coming home to their white picket fence houses with the wives, kids and dogs waiting for them. The few working WOMEN they showed were in uniforms that made me think waitresses or nurses – because women can’t be professionals, apparantly. A bit more variety, please.
scarlett(Quote) (Reply)
It wouldn’t have struck me so much if they’d varied it a bit throughout the spot. This was a full minute ad – they couldn’t have switched it around a little?
sbg(Quote) (Reply)
It’s always nice to know that my situation in life of being the primary “bread winner” in my family makes me so unique and special that I don’t deserve commercials aimed at protecting my family to be directed at me.
I’m sure myself and all the other women in similiar situations love being non-existent.
Anna(Quote) (Reply)
Well, you know your family will be just fine if you die young, suddenly or tragically, Anna – there’s bound to be a man of the house who can take over! After all, there’s no other family structure besides man-woman-kids-dog.
Ugh.
sbg(Quote) (Reply)