I feel like it’s been awhile since I went off on a good and proper rant. When I first saw this ad last week and my feathers got all ruffled, I immediately thought ‘Score! Blog fodder!’
So, let me get this straight…
Doug is a runner but it’s not about fitness. Because Doug is a GUY. Guys aren’t into that shit. Guys are all about congratulatory backslapping while eating pimped out burgers and drinking full calorie beer!
Durr! Feh! And ARGH!
This ad peeves me for two reasons. First, it’s predicated on the bullshit trope that “real” men must avoid things that are typically considered feminine at all cost. You know, things like pink and feelings and calorie reduction! We gals are okay, except for the crummy way our stuff corrupts masculinity and turns guys into dainty, mangled mutants.
My other gripe is the inference that a burger and a beer is actually Guy Chow Specially Formulated For Guys. Attention advertisers. We’re 50 years past the Mad Men era. Yes, I know you have to tell a story in 30 seconds. Yes, I know stereotyping cuts down on time. But do me a solid, will you?
STOP GENDERING FOOD!
Yes, I am also talking to you, Everyone Who Has Written A Yogurt Commercial EVER!
Don’t get me wrong. I don’t begrudge any man the indulgence of beer and onion-y things. But the idea that we’re meant to make food choices based on our gender identity is weird and kind of foolish. A guy is a guy. The caloric intake of his beer is irrelevant.
So thumbs down to you, Molson Canadian. You and your gender-normative portmanteaus can bite it…and I’m not taking about a thick, juicy burger!