Does Klondike Not Want to Sell Women Their Ice Cream Bars?
What would I, Miki Yamashita, do for a Klondike bar?
Well, after seeing their new appallingly sexist ad campaign, the answer is:
The premise of the ad is of course, the classic catchphrase we’ve known for years.
In past commercials, non-actor “man-in-the-street” types would lean into the microphone and offer up inane things like “cluck like a chicken” or “bark like a dog.” The pedestrian featured would execute the mildly embarrassing task, and then be rewarded with the well-earned frozen snack bar. Fine. A little lame, maybe, but whatever.
Well, the silver foil-wrapped polar-bear adorned ice cream treat people are back, but this time with a flip-side scenario. We see a married couple. The lady is unloading groceries and talking to her husband about who she bumped into at the store. The husband then responds to her, and his question indicates that he has been listening to her attentively. The action freezes, and the voiceover states: “This man was completely listening to his wife. Give him a Klondike bar.”
Um, Excuse Me???!!
Yeah, let’s reward a man for doing something that’s so excruciatingly difficult. How utterly painful to have to listen to a woman talk. Women are such BORING chatterboxes.
I have an idea. Let’s take all the Klondike bars out of the freezer so we can cram everyone from the ad agency in there until they’ve solidified into rock-solid human ice cubes.
That’s not even the end of it. There’s yet another spot that features a couple at an outdoor café discussing their plans for the day. During their conversation, a woman walks by the couple’s table. After she leaves, the voiceover: “That man kept his eyes on his wife. Give him a Klondike bar.”
Oh great. Now we’re handing out prizes to guys for not being a complete a-hole to their wives.
Sure, one could argue that the men in these commercials are getting made fun of too. But not really, because in the end, they’re the ones getting served a deliciously refreshing dessert item because they endured the ungodly daily tedium of being married. And according to the commercials’ copy, these guys are married to women who are clearly doing all the heavy lifting around the house.
If I ever get married, it sure as hell won’t be to a dude who expects an ice cream treat every time he places a used juice glass in the dishwasher.
Let’s raise the bar, people. If he loads the entire dishwasher, runs it, puts the dishes back in the cabinet, and brings me a Klondike bar, then he can have half of it.
-- Miki Yamashita
SAG AFTRA AEA