This new British commercial for Degree deodorant by Rexona takes the phrase ‘using men’ quite literally.
You see, we’ve been reporting on an increasing trend of objectifying and using males in the media as you can see in the cluster below. This commercial just proves that point by parading the male body and using the man as a guinea pig to test if the deodorant leaves any marks on black clothes.
The commercial was directed by Arni & Kinski for Low ad agency, UK.
Men as Guinea Pigs
Rexona Shows How Men are Used by Women
Trend Themes
1. Men's Objectification - Opportunities for innovation in creating ads that address men's objectification.
2. Male Guinea Pigs - Opportunities for innovation in promoting ethics in using men as guinea pigs.
3. Gender Stereotyping in Advertising - Opportunities for innovation in creating advertisements that promote gender equality.
Industry Implications
1. Personal Care - Opportunities for innovation in creating personal care products that test without objectifying men.
2. Advertising - Opportunities for innovation in creating advertising campaigns that do not perpetuate gender stereotypes.
3. Marketing - Opportunities for innovation in promoting the responsible use of human models in marketing campaigns.