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Feminism: Sex and gender discussions

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Original poster

Audi ad starring first ever female protagonist

75 replies

Thisisaeuphemism · 13/05/2013 20:28

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.)

OP posts:
AuntLucyInPeru · 13/05/2013 20:31

Yes, they're knobs.

Original poster
Thisisaeuphemism · 13/05/2013 20:33

I really am definitely not getting a brand new audi now. Smile

OP posts:
elastamum · 13/05/2013 20:37

That's just terrible - so glad I dont own an audi

nethunsreject · 13/05/2013 20:39

What were they thinking?!?

Original poster
Thisisaeuphemism · 13/05/2013 20:46

I have no idea. I wonder if it is a deliberate decision to try to sell cars to woman-haters or if that was just how it turned out by accident.

OP posts:
hedgefund · 13/05/2013 20:48

i imagine it would appeal to the standard audi driver. to be honest i thought it was a crap ad but nothing to get worked up over

Original poster
Thisisaeuphemism · 13/05/2013 20:58

I'm not "worked up" - I am merely sitting at the computer having a nice cup of tea thinking how could they make that load of shite. (the ad I mean, the car looks pretty)

It was on during Grand Designs, I looked up once thought - hair advert, second time I looked up, thought it was alcohol or rape awareness. Then saw the car. Bizarre.

OP posts:
NiceTabard · 13/05/2013 21:01

Ooh I don't like that at all.

Not one little bit.

kim147 · 13/05/2013 21:01

This reply has been deleted

Message withdrawn at poster's request.

AlwaysOneMissing · 13/05/2013 22:01

I don't really get this advert either!?

PacificDogwood · 13/05/2013 22:02

It creeps my out too.

Although I think what they are trying to show is how responsive the car is to avoid the woman who fell Hmm.

V dubious visuals.

BasilBabyEater · 13/05/2013 22:07

Well that's advertising for you.

Full of backward sexist creepoids who actually think they're cutting edge and creative.

Sad bastards.

NiceTabard · 13/05/2013 22:11

It is very dubious.

The message "style over substance" - could be taken to mean either the woman or what she is wearing.
And how can they judge whether a person has "substance" from what they look like?
And if so - would a woman of substance / wearing clothes which were "stylish" yet practical - say an older woman in flats with not so glam clothes - ever have been featured in the ad?

And most perplexing of all - why the man / men who walk past and don't offer her a hand? What is that supposed to mean?

Left me feeling really uncomfortable that ad. I guess because going down like that with a broken heel could have really hurt and yet no-one offered to help.

And them having her skirt split right up was dodgy imagery too.

Just , I didn't like it, whatever they were trying to get across, all I was left feeling was distinctly uncomfortable.

PacificDogwood · 13/05/2013 22:15

"Style over substance" - it is an ad for a car which alters its exhaust noise to sound more like a petrol, but is a diesel; or as DH says 'it plays music out its arse to sound more like a petrol' HmmGrin.

The tearing skirt in slo-mo over immaculately smooth, skinny, loooong thigh made me think 'sexual violence' - not sure what that says about the ad or me.

ThePathanKhansAmnesiac · 13/05/2013 22:27

Disturbing to say the least.

Maybe the message is Audi drivers are the kind of fuckers who,d drive past another person who maybe in distress.

#Audi fail.

ThePathanKhansAmnesiac · 13/05/2013 22:28

^ may be.

Sunnywithshowers · 14/05/2013 00:15

Nasty, nasty advert.

arsenaltilidie · 14/05/2013 00:37

Seriously!!
Style of substance:
The skirt, shoes and bags where of not quality even though they LOOKED immaculate.

Whereas the Audi is 'stylish and well engineered.'
Hence "we believe you can have both"

It was style over substance.

Shit advert, but don't see why its a feminist issue. What if the car was driven by a woman.

Sunnywithshowers · 14/05/2013 00:54

Where a woman is shown falling over in heels to sell a car, that's a feminist issue.

Original poster
Thisisaeuphemism · 14/05/2013 07:14

Pacific, I didn't get clever car avoids killing someone from it at all!

I got: skirt, bag, shoes (traditionally associated with women) are crap but hey masculine car is good!

Or worse, beautiful woman gets slow, sexualised 'come- uppance'

Arsenaltildie, have you got the folder of things we may discuss?

OP posts:
LifeofPo · 14/05/2013 07:26

This reply has been deleted

Message withdrawn at poster's request.

Greythorne · 14/05/2013 07:31

One of the worst ads I have seen for a long time.

The male gaze, the sexualised clothing, the rape narrative (dark street, vulnerable woman, torn skirt, falling to the floor), the car accelerating away from
Someone in need of help, the smug, smug, slimey voiceover, the weird message about style over substance being helpful demonstrated by a woman............

Get me out of here.

BabyMakesTheBoobiesGoLeaky · 14/05/2013 09:16

This sort of background drip feeding really annoys me.

BabyMakesTheBoobiesGoLeaky · 14/05/2013 09:17

Advertising I mean,not the op.

whiteandyellowiris · 14/05/2013 09:24

its a terrible advert, infact it puts you right off audi's

but i think they are trying, and failing, to say with audi cars they look good and are practical, unlike idiotic women in high heels and tight skirts etc.........

terrible terrible ad