We often hear outcries of the media being sexist and objectifying towards women, so it is nice to see the tables turn with a music video from a popular female group treating men as objects, literally.
The new music video for the song “No Can Do” by the Sugababes features 20 hunks that are stripped down to their tight underwear and used as objects (car, motorbike, chair, bridge, etc) by the three female singers.
“Some of them become chairs and we sit on them. I put my hand in the wrong place as I was adjusting myself on the ‘chair’,” explains Sugababes member Amelle Berrabah. “All I saw was his legs fly up in the air and a big red face. I hope I haven’t done any permanent damage. He couldn’t breathe after.”
The song “No Can Do” is written by Jason Pebworth, Jon Shave, George Astasio, and Geeki.
What Makes This Trend Stand Out
- Gender Role Reversal
- The trend of reversing gender roles in media through humor, satire, or social commentary represents an opportunity to challenge societal norms and promote inclusivity.
- Objectification of Men
- The portrayal and use of men as objects in music, advertising and media, represents a trend that opens up new markets in male grooming, fashion, and beauty products.
- Female Empowerment
- A trend in media that encourages and empowers women to take control and break free from oppressive stereotypes, provides opportunities to create marketing campaigns and products that are designed to appeal to women who value independence and self-determination.
Sectors Adopting This
- Music and Entertainment
- The music and entertainment industry could benefit from gender role-reversing content that helps to upend stereotypes and promote equality.
- Advertising
- The advertising industry has the potential to create inclusive ad campaigns that objectify men in a way that is entertaining, clever, and harmless.
- Beauty and Fashion
- The beauty and fashion industry stands to gain a lot by creating grooming and fashion products tailored for men who want to explore alternative forms of masculine identity
