by Jordan Kisner
Jim Beam's most recent ad doesn't really have anything to do with alcohol. In the entire 45-second commercial, the product being sold doesn't appear once. Instead, the video shows a twenty-something woman sitting on a sofa. She's tan and 'exotic', with an indistinguishable accent, huge eyes and a full bust line on display in her low-cut top. This woman, whom is clearly meant to represent the ultimate in "hotness," flirtily describes her ideal man. And what is this man like? Intelligent? Caring? Funny? Nope. Someone who watches a lot of football, forgets her birthday and goes to strip clubs. "He can do whatever he wants," she says, pursing her lips suggestively, "I don't care." This woman, the ad tells you, is the kind of girlfriend that men want, the kind of girlfriend that you get when you're a man who drinks Jim Beam.
...Really? This ad is insulting both men and women alike. Men, aren't you bothered by an ad that reinforces the stereotype that you are all insensitive, boob-hungry ogres? Women, aren't you insulted by an ad which shamelessly tells you that THIS is the model you should be striving for? Mostly, I am insulted because of how brazen this ad is in its reinforcements of misogyny and damaging gender stereotypes. Do better, Jim Beam.
Of course if the video isn't disgusting enough, you could always look at the annotations added by the person who posted the video on YouTube: "Nice bra, could have used a more zoomed out shot to see her legs. Kind of a big nose, but does it really matter?" Ugh.