You've seen these commercials, right? One shows a man sitting at a table with his wife, having a coffee or something, when a thin, blonde girl on her cellphone walks past. The wife looks up, but the husband keeps his eyes on his wife, and the commercial announcer says something like, "Dave McHorndog kept his eyes on his wife. Give this man a Klondike bar." Yes, Dave. The people at Klondike have decided you really deserve something for being a good and respectful husband, and it's.....ICE CREAM!
The second commercial shows a wife unloading groceries, while her husband sits at the table twiddling his thumbs, or something. The wife is going on an on about someone she saw at the grocery store, yadda yadda, and she asks him a question, to which (wait for it).........he responds to. The announcer comes on and says, "Dan Theairhead listened to his wife's story. Give this man a Klondike bar." Wow, really? Isnt that what people in normal, healthy relationships do?
Not only are these commercials a bit misogynistic, it's depicting men as vapid, simple, uncontrollably horny, and riddled with ADD. Which women don't want, and I really cant see men getting on board with that image, either. Are there a bunch of crazy scorned women and/or gay men working in marketing for Klondike looking for revenge? Did someone slip a roofie to the person who was supposed to approve these?
A google search lead me to the press release put out for the new commercials. Here are just a few of the quotes:
..."Now, the “What would you do for a Klondike® Bar?” question is back in a series of new TV spots that capture those moments during everyday life when a spouse or significant other does something so unexpected there’s simply only one response – offer them a Klondike Bar!"
Or a bitch slap, whatever.
"The new Klondike ads capture the moments when people - particularly men - do something out of-the-ordinary to the surprise of their significant others. In one commercial a man puts his empty glass in the dishwasher (1) rather than leaving it on the counter – prompting an astonished reaction from his wife. In another, a man shows surprising (2) self control as he keeps his eyes focused on his wife while a beautiful (3) woman slowly strolls by. One of the five ads portrays a wife as she keeps her “true”thoughts about her in-laws to herself. (4)
1. NO WAY. I DONT BELIEVE IT.
2. Surprising? I guess I should be expecting my SO to do a full head swivel when a pretty lady walks past.
3. The Klondike people really need to re-define their idea of beautiful, I'm afraid.
4. Never seen this one, but I guess we're not allowed to let our husbands/wives know how much their Uncle Dan pisses us off now.
Okay, so I realize I'm taking an ice cream commercial a little too seriously. But I think its a bit silly that the Klondike people are putting out ads that perpetuate the idea that a man (and woman in that one instance) deserves a treat for acting like a decent human being or spouse. I know plenty of men who would think so, too. They deserve far much more than a Klondike bar...more like some good, good lovin and a beer. I'd take that any day over a 330 calorie ice cream bar, wouldn't you?
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