Off Road With Sexism
Sun Herald
Sunday June 25, 2006
THE soundtrack to the Ford Territory TV ads is Alex Lloyd's song Amazing, but the only thing amazing about the pitch is its old-fashioned sexism.
One ad features the proverbial harridan mother, shown from behind as she barks orders at her family. She tongue-lashes the son trying to get a biscuit from a jar and the husband sneaking out the door with golf clubs. Somehow she sees all through eyes in the back of her head. Amazing.In another ad, gossiping mothers outside a school become jealous when another mother driving a Ford Territory glides past.Ford is targeting the four-wheel-drive, which features a special slot for handbags, at women. If insulting its chosen demographic works, that will be amazing.
© 2006 Sun Herald