What worked:
It presents an ambitious woman with grand aspirations not only for her career and personal life but also for the car she owns. Such portrayals are infrequently seen in luxury car advertisements. The ad showcases an empowered woman who not only possesses a car of her dreams but also generously gifts one to her brother.
In a society where women are traditionally expected to seek gifts and protection from their brothers, it is refreshing to witness a sister taking the initiative to gift a car to her sibling moving beyond gendered expectations.
Gender Sensitivity Score (GSS): 3.5/5
The campaign hits the mark with its thought-provoking and progressive approach to challenging gender and age biases. The first ad showcases various scenarios that break traditional stereotypes, promoting inclusivity and equality. It's refreshing to see an elderly couple engaged in a video game, a man taking on caregiving responsibilities, and a woman leading a rescue operation, breaking away from the conventional gender roles.
The second ad, with its focus on empathy and inclusion, demonstrates the importance of understanding and supporting house staff burdened with housework. By acknowledging the need for change, Nippo's ads effectively highlight that every individual holds the power to drive positive change, and their call to action is both inspiring and motivational.
GSS: 3.5/5
Aside:
The campaign for their reimagined avatar of PUBG is undeniably energetic and captivating. The advertisement effectively showcases the excitement and frenzy that players experience while engaging with the game, depicting men and women of all ages getting hyper-crazy while playing. The use of various age groups and genders highlights the game's broad appeal, aiming to attract a diverse audience.
While the ad successfully captures the enthusiasm surrounding the game, one glaring omission is the absence of a warning about its addictive nature and the need to play responsibly. This is a concerning oversight, as video game addiction among youth has become a growing issue, particularly with games like PUBG, which are known for their immersive and competitive gameplay.
The portrayal of the game as being so addictive that people play it even in seemingly inappropriate situations, like sitting on the toilet, could inadvertently normalise such behaviour. This normalisation may trivialise the impact of addiction and create a false perception that it is acceptable to prioritise gaming over other responsibilities/ tasks.
Considering the game's pre-existing popularity through word-of-mouth and its well-established user base, there arises the question of how ethical it is to promote such games on mass media. Mass media advertising provides legitimacy and visibility to products, including video games, potentially drawing more players, especially those who may not have been exposed to the game before. Or Is that the objective? Profits over ethics?
GSS: 2.5/5
It presents a progressive portrayal of a man choosing to be a stay-at-home dad and enjoying quality time with his children. This depiction challenges traditional gender roles and celebrates the idea of men taking on domestic responsibilities.
However, the ad falters when it portrays the man messing up the kitchen and his wife reacting negatively to his attempts at cooking. This particular aspect of the ad inadvertently reinforces the stereotype that men are inherently bad at kitchen work and that their place is outside the household. By showcasing the wife's sneering reaction, the ad perpetuates the notion that women are better suited for cooking, thus perpetuating the burden of household responsibilities being solely on women.
Furthermore, the ad's overall tone can be interpreted as implying that having stay-at-home men around is a nuisance, which adds to the negative stereotypes surrounding men who choose to take on domestic roles. This kind of portrayal may inadvertently undermine the idea of gender equality and can be seen as discouraging men from participating more actively in household duties.
GSS: 3/5
Other films from the week:
GSS: 3/5
GSS: 2.75/5
GSS: 2.75/5
GSS: 2.5/5
GSS: 2.5/5
Aditya Birla Sun Life Mutual Fund
GSS: 3/5
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