Audi ad starring first ever female protagonist

(76 Posts)

I just saw this new (?) ad for the audi SQ5 on TV and am astounded at how awful it is. Has anyone seen it?

www.youtube.com/watch?v=Goc3giF2-oE

(Sorry if its been discussed here before.)

NigellaTufnel Tue 14-May-13 19:49:19

I blush have had an Audi before. And I loved it.

But that has really tipped me towards the Vulva.

Although I don't know if I can get away with "c'mon kids, in the vulva!"

Lessthanaballpark Tue 14-May-13 20:10:59

It just shows the thin line that women have to walk. On the one hand they're met with messages saying "Be sexy & care about your looks!" but then they're lambasting for doing so and portrayed as being empty, superficial and lacking in substance.

Yeah yeah it's just an ad, but it wouldn't work so easily with a man, as the ad makers are responding to a particular narrative that exists in society concerning women.

BasilBabyEater Tue 14-May-13 20:37:19

"I guess what astonishes me most is that no one either in the prestigious ad company who made it or in audi watched that ad and said, "er, this is a v. strange/creepy strategy..." "

Oh, it doesn't astonish me at all. Advertising is full of reactionary tossers who think they're the beezneez.

"Audi, car for men who like to see women brought down a peg or two."

That's exactly what it is, isn't it. It's a delta-male fantasy of unattainable women being hurt and embarrassed. Bloody vile.

arsenaltilidie Wed 15-May-13 02:39:24

greythorne We dont know what sex was the driver. The advert would have been less dramatic/forgettable had it been at normal speed.

It's a delta-male fantasy of unattainable women being hurt and embarrassed.
Wow

The advert doesn't screams sex, you have to be a right creep to see that advert and think "mmm sex, I'd love to shag her." Anyway clearly a lot of people have a very poor view of men.

Yes she was pretty and well dressed, but the focus was on her immaculate clothes were of poor quality.

Boohoo dont say they are no ads that make men look stupid hmm
http://www.youtube.com/watch?v=floQ04j8sZQ
It was made by the same people.

FasterStronger Wed 15-May-13 07:53:15

arsenal - so do you think they will have another advert with a man in a bad suit?

don't you think they used a women because most audi buyers are men?

dont say they are no ads that make men look stupid hmm so do women have equality with men?

EauRouge Wed 15-May-13 08:02:32

Yes she was pretty and well dressed, but the focus was on her immaculate clothes were of poor quality.

So why didn't her sleeve rip instead of her skirt? I bet you're going to say it's because of the way she fell. No sexual undertones in that ad, none at all.

kim147 Wed 15-May-13 08:03:41

arsenattilidie

Have a look at this thread:

www.mumsnet.com/Talk/_chat/1739155-Things-only-women-do-according-to-adverts

Then think about how women are portrayed in adverts.

Booyhoo Wed 15-May-13 10:23:53

confused

that weetabix ad doesn't make him look stupid. it makes him look as if he cant keep up with looking after the little boy who i am guessing isn't his child (as the mum says you should look after him more often) and he is therefore not used to keeping up with 5 year olds. it doesn't have him falling and ripping his trousers so his smooth tanned thighs are visible or strutting around in stiletto heels. hmm

Mugofteaforme Wed 15-May-13 11:27:57

Ok maybe I'm missing something..

The only male in camera shot is at 00:22 a chap who is preoccupied with an umbrella very clearly paying her no heed. A woman gives her a glance at 00:03.

Absolutly no indication is given as to the gender of the Audi driver. Your comments are simply presumption.

The "split skirt" is part of the wholesale disintegration of the poor quality ensemble worn/carried by the woman-Perhaps overly dramatic, but a bump down into reality often is.

I agree completly with some (although few) posters on the adverts subtext "quality standing the test of time"

kim147 Wed 15-May-13 11:30:56

With me, it's just a gut feeling of it making me feel uncomfortable. There were so many ways they could have got the same message over but this advert just makes me feel uncomfortable.

Seeing a woman fall over to the floor, handbag open, heel broken, skirt splitting - it's just not a nice image to see.

I don't have a poor view of men but I do have a poor view of an advertiser who shows a beautiful woman humiliated to sell cars. You really think there was no other way to demonstrate style and substance other than showing a sexy woman's stiletoe falling off, her pencil skirt split to the thigh as she falls to her knees?

No other way at all?

As for: "you have to be a right creep to see that advert and think "mmm sex, I'd love to shag her." There are plenty of comments from creeps on the youtube site saying that!

Mugofteaforme Wed 15-May-13 11:49:21

Yes the end result is humiliating I'll grant you, no one should be humiliated Women or Men, period.

TheSmallClanger Wed 15-May-13 14:31:23

To think this other Audi advert is 30 years old. To think that things really did change for a while in the 80s and 90s.

The current one has a very creepy element to it: the lighting and the slightly out-of-date style that suggests an old serial killer film, the slow motion, the close-ups on body parts and torn clothing and the provocative all-fours pose, the unseen driver "leaving the scene" as the woman sits on the floor humiliated.

You could easily have used other consumer goods, such as luggage, a laptop, a phone or anything to demonstrate poor quality at a high price, and it's quite easy to create a gently humorous scene with things falling apart. No need for creepy weirdness.

arsenaltilidie Wed 15-May-13 15:16:31

Fasterstronger ^dont say they are no ads that make men look stupid hmm so do women have equality with men?
Eaurouge it would have been unrealistic for a fairly bagged shirt to rip. Sexual undertone is there if you are a perv and you are looking for it.

Boohoo maybe you are the pervert smooth tanned thighs are visible or strutting around in stiletto heels.

I think the advert is shite because someone drove off leaving a woman in a vulnerable position.
An example my opinion would have been the same had someone DROVE OFF leaving a child who's scooter had gave way. I certainly wouldn't be screaming it promotes child abuse.

Anyway in the real world most men would have stopped and offered her their jacket to cover up.

Booyhoo Wed 15-May-13 15:53:01

Can you explain how stating a fact makes me a pervert? Did she not have smooth tanned thighs? confused

Booyhoo Wed 15-May-13 15:54:59

Actually after reading the rest of your post i dont expect a logical answer.

arsenaltilidie Wed 15-May-13 17:46:10

My point is if the woman was replaced by a child riding a bike/scooter (child falls over and driver drives away), I would not be complaining the advert promotes child abuse.
The reason its a shit advert because it leaves a bad taste in your mouth.
Its shite!
Well I'm glad you noticed and pointed out her smooth tanned thighs.

NiceTabard Wed 15-May-13 19:12:41

"Anyway in the real world most men would have stopped and offered her their jacket to cover up."

<snort>

How chivalrous!

NiceTabard Wed 15-May-13 19:14:12

booyhoo points out that the woman checks all of the boxes of sexualised femininity.

Which is perfectly fair enough and doesn't make her a pervert hmm

YouMakeMeWannaLaLa Thu 16-May-13 00:37:41

Vile advert.

arsenal The adverts that make men look stupid usually centre around the man struggling with cooking, cleaning and childcare. They show him using the product (or a woman coming in and smugly using the product for him). This perpetuate the stereotype that men are unable to perform domestic tasks and it's best left to women or a swanky product. So, yes, offensive to men, but only because it reinfores the status quo, not because it is reverse sexism.

Personally, it wouldn't make me happy to see men sexually objectified or treated as sexistly (is that a word) as women. For, example, on another forum I'm on, men keep bringing up the Diet Coke ads to show that men are objectified too. That isn't the sort of equality anyone benefits from, and it doesn't suddenly make all female opression/objectification ok.

StuffezLaYoni Thu 30-May-13 20:51:24

Just for anyone interested, I noticed tonight that the advert has been edited to remove the skirt-splitting bit! Evidently it wasn't just MNers who found it distasteful...

StickEmUpPunk Thu 30-May-13 20:55:06

I am interested! Thanks for that.
Now they just need to can it altogether, tee hee

samandi Thu 30-May-13 22:34:59

Oh, well that was disappointing. I thought a beautiful, stylish, composed and capable woman was going to slide smoothly into the car and drive away, just like male protagonists in car adverts generally do.

But no, woman aren't allowed to be beautiful, stylish and possessed of substance ... we must always drag them down, humiliate them, make them fall over on their silly high heels (that men love to see women wear) ...

samandi Thu 30-May-13 22:35:52

*"Audi, car for men who like to see women brought down a peg or two."

That's exactly what it is, isn't it. It's a delta-male fantasy of unattainable women being hurt and embarrassed. Bloody vile.*

Exactly. It's repulsive.

kim147 Sun 02-Jun-13 21:29:22

It has changed - I wonder how many complaints they got?

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