After covering WIZO’s newest annual tradition of giving out a most-chauvinistic-ad award (2008, 2009), I thought I’d one-up myself and actually suggest a couple of ads for next year’s shaming ceremony. Following are two TV spots that caught my eye, one is gratuitously sexual in a let’s-find-an-excuse-for-leering kinda way:
Israeli Lottery – Gitam BBDO
The other is much less overt, much more complex, filled with misogynistic messages about work, kids, shoes and dieting:
Osem’s Lachmit whole wheat cracker – Gitam BBDO
I should probably mention that I have discussed these ads with a couple of female friends who did not see anything particularly shocking with these ads. They did note the ads’ sexist nature, they just didn’t think it was any different from most other Israeli ads.
Obviously, I disagree.
The Israeli branch of WIZO, the Women’s International Zionist Organization established in 1920, continues its annual tradition of announcing the most chauvinistic Israeli advertisements created during the past year. The worst ad will be announced during International Women’s Day, but the top ten finalists were revealed last week. Following are the most sexist TV spots of 2009 and while they are in Hebrew, sexism transcends language barriers:
Tempo’s Goldstar beer – McCann-Erickson Israel
Israel Post – Glickman-Nettler-Samsonov
Trima’s Postinor morning-after pill – Armoni BATES
Procter & Gamble’s Fairy liquid – Adler, Chomsky & Warshavsky
New Hamashbir Lazarchan – McCann-Erickson Israel
After years of raving like a lunatic, my prayers have finally been answered: I just read in the newspaper today that the Israeli branch of WIZO, the Women’s International Zionist Organization established in 1920, will start an annual tradition of announcing the most chauvinistic Israeli advertisements created during the past year. The worst ad will be announced during International Women’s Day, but for now here are three of the top five candidates:
2008 – Mey Eden TV Ad – Bauman-Ber-Rivnay Advertising
Yes, we get it. It’s a Hebrew pun: an ad for a water dispenser which in Hebrew is called a water bar – so let’s book Bar Refaeli. We get it! Now, how do we get from here to the model’s crawling on the counter? Oh, yes, and let’s name it Easy, just to make sure everyone gets it.
2008 – ‘Free’ TV Ad – Lin & Lin Advertising
An ample bosom lady in the form of a snack bar tells a male snack that it is all natural so he can nosh freely. Also the Hebrew verb for nosh, Tenashnesh, is phonetically close to the Hebrew verb for fondling, Temashmesh.
2007 – Maxim Magazine Article – Israel Ministry of Foreign Affairs
In its July 2007 issue, men’s magazine Maxim featured a section called The Women of the Israeli Defense Forces. Believe it or not, this was paid for by the Israeli government as a way of introducing the country to young males who may only know it from the news. While the general idea is not without merit, the very notion that the State of Israel is in the business of pimping women, well that is pretty hard to stomach.
The other top two candidates announced by WIZO were a TV ad for Axe deodorant and a print ad for R3 condoms. The Axe ad, in my opinion, should not have made it to the list as the ad was not created in Israel, and the R3 ad must not have made much of an impact as I couldn’t find any trace of it.
Happy Women’s Day!
My talented sister muses in Hebrew about misogynistic Israeli ads on her Motek2 blog.
The day before yesterday we learned that the Israeli parliament celebrated International Women’s Day by teaching its female members self-defense. This evening the Tel Aviv District Committee of The Israel Bar Association will try to top that:
Let us play a game called What Is The Name of The Tel-Aviv Bar Association’s Main Event On IWD 2008?
- “Equal Pay, Equal Rights – The Advancement of Women in Israel”
- “Sexual Slavery and Human Trafficking In Israel”
- “An Enriching and Amusing Lecture about Styling, Make-Up and Hair”
Whether you can read the following invitation in Hebrew or not – deep down you already know the answer:
[singlepic id=47 w=450 h=900 float=center]
What kind of a bizarro world do we live in when International Women’s Day is celebrated by the Israeli parliament by giving female Knesset members self-defense lessons?
I am all for female empowerment but I have to wonder whether the legislative branch became so toothless that the message it wants to convey to the female citizens can be broken down to:
- men are coming to harm you
- the country cannot/would not defend you
- better learn to scream ‘no!’ and prepare for a fight