Media tagged Gender

Heineken ad (German)

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This German commercial for Heineken beer depicts a woman showing her female friends what can be assumed to be a new home. When she opens her large closet of clothing, shoes, and jewelry, the women shriek with delight. Off-screen, they hear a roar of excitement, as the camera cuts to four excited men standing in an over-sized fridge filled with Heineken.

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Hello Flo, First Moon Party

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The First Moon Party is a viral online advertisement created by the feminine care company, Hello Flo.  The company sends women a monthly care package with related menstrual supplies such as tampons and other gifts and goodies, including candy.  The video offers a comical take on traditional feminine hygiene commercials, in which a pre teen is angry because she is the last of her friends to get her period, and therefore decides to fake it.  She attempts to trick her mother by painting red “cherrylicious” nail polish onto a pad, but her mother, who immediately sees through the lie, throws her daughter a surprise “first moon party.”  Grandparents, friends, and other family members arrive at the party where there are a variety of activities, including ovary (apple) bobbing, “pin the pad on the period,” and a uterus piñata.  The daughter becomes extremely mortified, learns her lesson, and is given a Hello Flo period starter kit.

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Hello Kitty & Sephora - Head of the Class

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In this back-to-school commercial, the Sephora cosmetic company promotes its line of Hello Kitty products. A female student appears bored and disinterested in her studies, as text appears on screen: "Studying is more fun when glasses come with glamor." Much to her delight, the girl opens her desk to unveil a plethora of Hello Kitty brand cosmetics. Soon, she lets her hair down, changes into a black catsuit, erases mathematical formulas from the chalkboard and searches out a fashionable scarf from her bookshelf, which she fashions into a bow. The commercial ends with a title card stating, "Pretty Smart. Hello Kitty," along with a checklist of Hello Kitty cosmetic products that make up a "Back to School Beauty List."

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H&M "Close the Loop" ad

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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.

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Honey Maid: Our Dads

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This 2 minute 30 second spot highlights fathers from four different kinds of families as part of Honey Maid’s “This is Wholesome” 2014 campaign. The campaign emphasizes similarities between a range of family configurations, including families with two dads, single fathers, or fathers who have to travel or be away for long periods of time for work, showing how these seemingly “abnormal” families are also “normal” and “wholesome.” For example, the third family shown features a tattooed musician father saying, “people do think that we’re so different. But we actually have a pretty regular life in a lot of ways.” 

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