This ad is compliments of Lederhosen.
Quick transcription: The screen starts off dark. Music begins, Also Sprach Zarathustra by Richard Strauss (2001: A Space Odyssey theme) and the screen lightens to reveal a brown haired white boy at a head-and-shoulder shot. He’s looking up as the screen brightens, and is seen to mouth “whoa” with a look of awe on his face. He and everything is in slow motion. Cut to another boy, black hair and brown skin (Indian descent), with the same awestruck and open-mouthed expression. The camera cuts to a picture, panning up on the image of an American football player in an action/running pose. (Editor’s note: looks like a poster or a one of those big cardboard cut outs?)
Voice over begins: The only thing bigger than a Fathead is the reaction it gets the first time a kid lays eyes on it. At well over a thousand Fatheads available at Fathead.com, the perfect gift for every child is only a few clicks away.
As the deep, resonant voice over is being spoken, we see another dark-haired white boy with his mouth open in awe/excitement, then a white boy with glasses, then a brown boy (Asian) who pumps a fist in the air, then a white blond and curly haired boy raising both hands in a victory pose. Back to the poster, we see it’s Pittsburgh Steelers player Troy Polamalu. There’s a series of other sports figures – baseball and American football players in action. Cut to another white boy leaping in joy, then a black boy shaking his head as if he can’t believe it, then yet another white boy with his arms held straight up. The music continues as there’s a sequence of more sports figures and then an exuberant white boy.
Voice over: Get your child the greatest gift a kid can get. Go to Fathead.com today.
The words Fathead.com appear on the screen in large blue letters. Beneath it, insignias for the National Football League, NFL Players Association, Major League Baseball and MLB Players Association.
Now, Lederhosen’s comment below (Lederhosen, if you’re not cool with this, let us know):
So, it’s a bunch of boys going ga-ga over sports figures. Okay, no females in a sports-related commercial? I’m numb to that by now. However, having nothing but little boys on your commercial and then stating “[…] the perfect gift for EVERY child” is – I have no words. I somehow would have been less offended if they said “the perfect gift for every boy,” which is all sorts of ass-backwards, considering the gender essentialism going on there. I can handle “you don’t like sports, Female!” and “every boy likes sports!” better than “you don’t exist, Female!”
I understand what they were trying to say; Fatheads carries stuff other than sports figures (including Disney princesses, zomg!), and they wanted to viewer to know that there’s something there for their child, too. But this is just so much fail.
I think the most laughable part about it is that it’s pretty obvious someone was whacking them with the “you need diversity!” stick.
“Diverse” doesn’t include females, though, I guess.