Tuesday, July 29, 2008

Vodafone's folding girlfriend

vodafone foldup girlfriendIn a recent Vodafone ad shown on Australian TV, a guy going on a trip decides he wants to take his wall map with him so he neatly folds it and puts it in his pocket. He then decides to take his computer, his TV and then his CD collection (including a large cabinet). He neatly folds them up one by one and puts them in his pocket. Just as he's almost out the door he looks at his sleeping girlfriend, then comes back, folds her up and puts her in his pocket too. Vodafone uses the slogan 'Take your world with you' for this ad.

Is this commercial not just the slightest bit insulting to women? Firstly, he takes his girlfriend last, almost as an after thought. She is perhaps the least important of his essential accessories? Secondly, is that all she is? An accessory? The intended implication is that he is taking everything he loves with him but this seems to relegate her to the status of an object on a par with a computer or a TV. Vodafone might not have meant to be sexist and offensive but they have ceratinly managed it. It may provide an insight into the subconscious of the guys that create ads like this. The CGI are impressive and the concept is clever, but the bottom line leaves a lot to be desired.

Watch the full commercial here:



Aint that the way it is?

7 comments:

Jenny said...

Quite frankly there are so many sexist ads it's hard to keep up or even mention them.

Liam said...

True, but this one somehow stood out for me. The girl sleeping in her underwear, foled up neatly and carried away just has 'sex object' written all over it. Ok, he talks to her on the phone after he leaves, and the metaphor of taking most your loved in your phone is not lost on me, but really...

Bikran said...

The ad is quite nice .. and may be i would not not have thought of the gal that way if you would have described . but after reading your post even i found it a bit insulting regarding the gal . The concept of making a gal an object is not quite worth praising . u are pretty right in there . good analysis u have .

iWalk said...

I don't know if it want show another understanding of the idea "Put the world in your pocket", But it's quite different in meaning.

Which you will take with you ?

It like a psychology test. It shows which is the most important things in your heart.

Liam said...

"It's like a psychology test. It shows which is the most important things in your heart."

i don't think the producers of this ad meant to be offensive. I agree that it is a well done ad and the computer animations are very clever.

The fact that the girlfriend becomes part of a group of favourite objects is what I found questionable. The most important 'things'?

Sueblimely said...

It is the afterthought aspect that bothers me, although I can see why the girl was left until last - the ad would have had much less impact otherwise. They could have managed this differently even so - the objects folded quickly and the girl slowly with care - just as you would with 'things' more precious to you. I had difficulty finding a word to replace thing here - OK, he is treating her as a possession - I just talked myself round to your point of view :-)

Learn2Flash said...

hmm..I quite liked that commericial but now when i think about it...your points is actually quite true but still I liked their idea of folding the objects into his pocket..not much with the folding girl part though