Okay. I did not watch the Super Bowl. I did, however, watch Hulu the day after the Super Bowl and was subjected to the same sexist SB commercial over and over and over and over (thanks, Hulu). The one where men stare at the camera and bemoan the fact that they have to separate the recycling and acknowledge another human being. Oh no! Those Feminists destroyed your solipsistic wonderland. Let’s build a time machine that runs on our tears.
And so, I had time to ponder. I had read a few posts, at the Sexist, at Salon, on Feministing, about the sexist Super Bowl ads. And no one really was able to give a clear critique of what the hell is going on.
In a way, it’s been the same stupid shit for at least five or six years. Since the women’s movement has never been considered a legitimate protest movement and the very thought of its potentially legitimacy is and always will be hilarious, it is therefore socially acceptable/clever for corporations to exploit the idea of a “man’s movement” in order to sell crap. Middle aged men! Express your secret hatred of the mother of your children by purchasing hamburgers, cars, khaki pants and shaving cream.
The revolution, sponsored by Cheetos. Although, I don’t have to make up tag lines. The real, actual tag lines include “Man’s Last Stand” (Dodge), “It’s time to wear the pants” (Docker’s “man-ifesto”), and, just in case you weren’t catching on, “I am man, hear me roar” (Burger King’s “manthem”). In reality, though, it’s an advertisement for profound intellectual immaturity, professional mediocrity and heart disease…brought to you by Snickers. **
At first I thought, these commercials are so unbelievably insipid as to be culturally meaningless. Men are idiots and women somehow manage to be simultaneously overbearing and chattel–nothing new there.
But the Hulu commercial for whatever stupid car is so poorly written, paced and scored that it is difficult to analyze. So here is the analysis: Corporate misogyny is purposefully banal. These ads are so fucking boring it’s difficult to write about them. They are so stupid that it’s difficult to sustain conversations about them.
And that’s just what these ad agencies and companies want. They want their ads to be beyond analysis. That way, when one criticizes them, the arguments themselves become nebulous; They become either stick-in-the-mud shrillness (which underscores the ads’ argument once again) or some kind of vague religious-seeming prudishness. Keep reading →

