What do Bertolli butter and Diet Coke have in common?

Picture this ad: We open on a beach. A teenage girl steps out of the ocean and tries to remove her swimsuit discreetly. Cut to 3 old men leching at her. They order a dog over to remove the poor girl’s towel and, when she’s completely naked, one of the old perverts take a photograph for their porn collection/web bullying.

Now, thankfully, that sick sexist ad will never ever be made.

So, why is it that if we make it a young man being sexually harassed by three grandmas it’s ok?

Well done Bertolli Butter, your stomach churning ad has literally turned me off your product for life!

Now let’s take a look at Diet Coke doing the exact same thing. 5 women pooling all their intelligence to create their own version of a wet t-shirt competition – again, something you’re just not going to find a woman being co-erced to do in an advert. (Proper order.)

To me, Diet Coke is a product that is usually ordered by disillusioned people with battered fish and chips as a laughable attempt at watching their weight. This ad is just that idiotic. And it’s sexist.

4 thoughts on “What do Bertolli butter and Diet Coke have in common?

  1. I agree they’re shit ads and I often wonder what sort of woman actually finds the diet coke ads amusing. BUT I don’t think it’s as sexist as if the situations were reversed. The big difference is the balance of power. No one finds three old ladies intimidating but a bunch of lads soaking a girl with water would probably make her afraid they were going to sexually attack her. Whole different vibe.

  2. This will be my third time trying to leave a comment so hope it works! I agree that they’re shit ads and I often wonder what type of woman finds the diet coke ads amusing. it’s a pretty insulting view of women. BUT I don’t agree that they’re sexist in the same way as if the roles were reversed. The difference is the balance of power and possibilty of sexual violence. No one finds three old ladies intimidating but a bunch of lads soaking a girl on her own would probably make her feel she was in danger of being raped. Whole different vibe.

  3. Thank you huffanpuff! Great point. At Ad Nausea, we’re on a one man, one woman mission to end all sexist ads (not to mention racist ones, and just crap, insulting ones). I agree the guy is under no physical threat, but it’s a bit disturbing to think this old woman now has a photo of his junk. It’s a little odd.
    You’ve inspired this next post, which I’ve often felt is over the top sinister. As a teenager, I marched against women being strip searched in Armagh Jail. It made me furious. So does this ad:
    http://adnausea.net/2013/03/21/roger-federer-gets-gate-raped/
    Would love to get your thoughts…

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