Dear Puck, welcome to the stereotypical sexist club

Photo credit: Geoana Hobeiche

I have written about this prior (here) - at the time it was through the lens of Vileda and Fairy. Plein Soleil played the same card as well (here). A sad sorry tale. Pity that a decade later, everything remains the same. Because yes, why would it change when women internalize the stereotype? Fairy, Vileda, Plein Soleil (and many other brands) walked so that Puck can run. But underneath it is the same, worrying, latent, mostly unrecognizable stereotype and sexism. A woman's place is in the kitchen. Hey, she can have all the career triumphs she wants as long as she is in the kitchen - cooking and knowing her place in the hierarchy. Truly, a very let down ad - especially that Puck falls under Arla, a Danish giant stemming from a country where gender equality is more advanced that most countries of the world.

Plein Soleil, disjointed slices of life

So Plein Soleil has a new ad for their milk. Right bang on back to school schedule. It clocks at 1 minute 10 seconds. The ad on the positive side is well-cast, there is a production value and tells correct slices of life for Lebanese people. On the down side it is emotionally manipulative in terms of going on with the stereotype that Lebanese people want their son or daughter to be the first in everything from school, to judo to you-name-it. The slices of life (anything from counting how much Watts the solar panels give, to daddy working abroad, to being stuck in elevators due to electricity cuts or all else) are correct and real, yet completely disjointed and not very logical (so far no one was able to decipher if this is one family or more in the casts - too many people, too many kids!).

Also the end screenshot "made in holland is such a letdown.

Please see the ad here.