H&M Close the Loop video is an advertisement for the clothing company’s sustainable fashion through recycling clothes campaign. The ad features a diverse representation of models that are different sizes, ages, genders, sexualities, religions, races, ethnicities, varying degrees of able-bodiedness, and people wearing and presenting their hair - including under arm hair, beards, and head hair - in different styles. The ad features a voice-over saying commonly stated and sometimes contradictory fashion rules and advice while images of diverse, fashionable people in various settings challenge assumptions about these rules. The ad closes with text urging people to leave unwanted garments in any H&M store so that the company can reuse or recycle them into new clothes.
This video was created in an effort to demonstrate to the public that Hooters girls are “real people”. According to an 2010 episode of CBS’s “Undercover Boss”, in which Hooters CEO Coby Brooks went undercover as a Hooters line chef, he was is surprised to discover that many Americans did not view the Hooters franchise as a family establishment, but rather as degrading to women. The aim of the promotional video was, as the CEO has described elsewhere, to show that “Hooters empowers women all of the time!”. The video highlights some of the thousands of Hooters alumni, showing them as professional women – doctors, lawyers, and teachers.
As a marketing strategy, Hornet Signs, an automobile sign and decal company in Waco, Texas, placed an image on the tailgate of a truck that gave the appearance that there was a rope-bound (hands and feet) blond woman wearing a pink shirt and jeans lying tied up in the bed of the truck. The truck was driven around town to advertise and attract business for the company.
This video uses contrasting shots to show what it would look like if men were asked to play the same kinds of hypersexualized and objectifying roles women are asked to portray in advertisements. For each commercial featured in this video, men are placed in the same positions and roles as the women in the original commercials, and the images are framed side-by-side or back-to-back for comparison. For example, one of the commercials is fast food chain Hardees and Carl’s Jrs.’s charbroiled Atlantic cod fish sandwich ad, which features an attractive female model eating the sandwich in a string bikini on a tropical beach. She poses suggestively as she eats the sandwich, and there are several close-up shots of various parts of her body, including scenes of her spraying herself down with tanning oil in the heat. Each suggestive pose and action is mimicked in a side-by-side comparison with a similarly dressed man posing, eating, and spraying himself down in the same ways, with the same beach background. The video is meant to point out the discomfort, humor, or ridiculousness we see in portraying men in this kind of hypersexualized and objectifying way, and prompts viewers to consider why it is “normal” and acceptable that women are so frequently represented this way in ads and media. With the tagline “more than a piece of meat,” this video was published in 2014 and created by BuzzFeed, a media, news, entertainment, and reporting website that crafts content that can be easily shared and spread through social media.
“Imagine the Possibilities,” an advertisement for Barbie dolls, captures people’s reactions to a series of little girls stepping into the role of adults in a variety of careers. Girls are shown confidently instructing a lecture hall, leading a sports team through a rigorous practice routine, and advising a worried dog owner about his pet’s health. The montage concludes with one of the girls maneuvering several Barbies in a make-believe classroom, accompanied by the tagline “when a girl plays with Barbie, she imagines everything she can become.”