Hello Ladies. Look at your man, now back to me and lovable gender stereotypes.
Posted by: Jamie Doak
in Boob Tube
on Feb 21, 2010

Okay. I love this commercial. I've watched it a million times and still laugh every time he says, "I'm on a horse." And then it ends, and I feel like a bad feminist because there's no getting around the fact that the entire thing is based on gender stereotypes. Ahem:
"Sadly, your man isn't me- but if he stopped using lady scented body wash he could smell like me."
"It's an oyster with two tickets to that THING you love."
"Look again, the tickets are now DIAMONDS!"
"Anything is possible when your man smells like a man and not a lady."
"I'm on a horse." (Okay, that's not sexist, I just wanted to say it again.)
But somehow even though I know there's some crazy gender stereotyping in it- it doesn't feel as sinister or harmful as say the Dockers "Wear the Pants" commercials which give a very clear message about reclaiming masculinity:
The Old Spice commercial seems much more light-hearted and fun. It seems that because it doesn't take itself seriously, we shouldn't take it's gender stereotyping seriously either. In fact, maybe because it IS so over-the-top and playful with its sexism, it actually draws attention to how ridiculous that stereotyping is and makes a semi-feminist statement (without intending to, of course.)
It's tricky territory though when you label sexist jokes as feminist satire- because a lot of really sexist things get said as "jokes" when really they're just sexist things being said. It's hard for me to draw the line here because I DO think humor is a great way to introduce feminist ideals to a broader audience but I also don't believe that humor is an excuse for sexism.
I'm willing to count the Old Spice commercial as satiric. But mostly because he's on a horse.
The opinions expressed on the BUST blog are those of the authors and do not necessarily reflect the position of BUST Magazine or its staff.

written by Karrie Davis, February 21, 2010
written by Libby Rowe, February 21, 2010
written by Liza, February 21, 2010
written by coffeeboss, February 21, 2010
written by Jukebox Heroine, February 21, 2010
written by J.D. Papillon, February 21, 2010
written by Jelly, February 21, 2010
The Old Spice and Axe ads try to tap into sense of smell, which has a direct line to memory, desire, emotion, all that. Those feelings do not play by our political logic. On one hand, it's funny, and on the other hand, playing with smells is playing with FIRE. Ex: I went all goo-goo in a meeting because my coworker wears the same deodorant as my high school boyfriend. At first I was really turned on...and then I was like, "Ew. BF was a total dick, and why is this grown man wearing teenager deodorant?" Also, I really like that my current boyfriend frequently smells like grapefruit, cranberry, apricot, etc. Fine line is right!
written by Shisha, February 22, 2010
I do think this commercial is hilarious. It's not overly sexualized like those awful Axe commercials. I basically hold this on par with the "Porn for Women" books.
written by april pressley, February 22, 2010
written by Peaches, February 22, 2010
I don't have a particular preference for the way my guy smells, as long as it's pleasant.
written by debbies, February 22, 2010
written by Laurie, February 22, 2010
written by angeloola, February 22, 2010
written by Beauregard, February 22, 2010
"We're not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it."
written by Jodio, February 23, 2010
written by Zak, February 24, 2010
written by AmandaBrooks, February 25, 2010
XX
written by wendy flynn, February 25, 2010
written by Jesse O, February 25, 2010
Anyone else find this mildly irritating and offensive?
written by Becky H., February 25, 2010
written by Annie O, February 25, 2010
written by mararagophotography, February 25, 2010
love old spice.
i wear it when i run out of my lady scented body wash!
...really i do.
written by Tiana, February 25, 2010
written by Jordan LaRousse, February 25, 2010
written by ashayne, February 25, 2010
written by AlyssaW, February 25, 2010
written by AlyssaW, February 25, 2010
written by Miss Construe, February 25, 2010
written by Matthew W., February 25, 2010
I'm riding a horse, backwards,
Matthew
written by Elizabeth55, February 25, 2010
I can see why people don't like the Dockers one so much though.
written by Jeannette108, February 25, 2010
written by dancing, February 25, 2010
written by F-ing Things Up, February 25, 2010
written by bee_w, February 25, 2010
written by organicgal, February 25, 2010
written by thivai, February 25, 2010
written by jennafur, February 25, 2010
written by The Discerning Brute, February 25, 2010
http://www.thediscerningbrute....the-pants/
written by Les C. Kressy, February 26, 2010
written by aznemesis, February 26, 2010
Oh, those nasty, man-hating, dykey feminists are so nasty, aren't they? You "real feminists" can go craft and give you guy head and talk about how you're just not oppressed anymore, who needs to worry about rape and pay equity? Craft, everybody! Gross. Am I glad my husband (who better not smell like Old Spice, because it makes me want to puke) and I raised a daughter with more sense than the fools on this site.
written by Christine Walsh, February 26, 2010
written by Lucy M, February 26, 2010
written by Jp, March 01, 2010
written by dullflame, March 02, 2010
At least it's better than those awful Yoplait commercials that were trying to get more women to buy yogurt. "It's, like, 'buying a new pair of shoes' good!"
written by Alyssa W, March 04, 2010
written by Alyssa W, March 04, 2010
Luckily for all women, most of us have bigger goals than that.
written by Michelle Parsneau, March 08, 2010
The Dockers "Wear the pants" ads annoy me a lot, with their passive-aggressive backhanded slap toward women. (If we're going to get beyond judging by looks, which I think is a part of feminism, why all the talk judging the misogynistic/chauvinistic look, or lack thereof, of the men in the Dockers ad?) Of course, I felt that a large majority of Superbowl ads this year were all about taking swipes at women, many of them in a manner a lot less passive-aggressively than the Dockers ad.
written by Michael air Jordan, April 13, 2010
By Michael air Jordan
written by Michael air Jordan, April 13, 2010
http://www.airjordans.cc/
written by MamaMary, May 06, 2010
I think the commercial is cute, and I love the cat, but it makes me wonder who writes these things and who they're really aimed at. I'm 95% sure that the Old Spice commercial is is aimed at women buying for men.
written by Air Jordan Shoes, June 03, 2010
written by Air Jordan Shoes, June 03, 2010
written by air jordan 6, July 03, 2010
written by Basket Nike Pas cher , August 20, 2010
great information and inspiration, both of which we all need, thanks for all the enthusiasm to offer such
helpful information here.

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