Tui needs to try harder
Auckland Feminist Action gives the latest Tui ad an E for Effort, and invites DB to have a beer with them and discuss how to make an ad without dissing women.
Feminist Action is delighted that its campaign contributed to the sexist Tui brewery ad being taken off television and the Tui website, says spokeswoman Leonie Morris.
“We gave that ad an F for Fail,” she says, “but the new Tui ad, ‘Halftime distraction’, gets only an E for Effort. Tui needs to try harder.”
While the halftime ad doesn’t put women in the sexualised poses of the earlier brewery ads, the
women are portrayed as just as stupid and helpless. They can’t get a kitten off a tree branch barely above their heads, navigate city streets or paint a sign without falling off the ladder.
What ties these ads together is that the only people equal to the lead male characters are their
mates. Women are persistently excluded from equality in Tui ads. In “Halftime Distraction” a series of beautiful women can’t tempt the hero away from his mission - getting the beer for his mates during halftime in a rugby telecast.
Women are treated as distractions from the real thing: a men-only, testosterone-laden, beer-drinking sport session.
DB says camaraderie and irreverence are crucial aspects of the Tui brand. But the camaraderie is a superficial mateship, and the irreverence is expressed by treating women always as objects, rather than equals. “It’s no accident that women like these ads less than men, since women are always the target of the joke,” says Leonie.
“Tui refuses to understand why this is sexist. We invite them to have a drink with Feminist Action and discuss how to make women equal in their ads,” she says. “Tui needs to stop laughing at women and start laughing with them.”
Here's hoping DB takes Feminist Action up on that drink and, more importantly, on that conversation.