I've heard many people admire the Linea ads on the tele. They say they're mellow and refreshing, from the other in-your-face ads. I've heard it from colleagues and I've heard from the neighbouring tables at Coffee Days and Baristas.
While the first in the series might have been really so, I beg to differ on the second. Mellow, OK. Nice soundtrack, apt for what the car is supposed to do to you, OK. What beats me is how an eve teaser depicted as a role model for his younger brother is going down so well with people. You know the ad I'm talking about. Two brothers, the older whistling at a girl, while the younger (he couldn't be more than ten) looks on admiringly. He's thinking 'man, when am I going to be able to whistle like that? What an absolutely marvelous talent it must be, to be able to whistle like that a girl!'. Then he practices, poor kid, while the older brother actually benignly walks around him with a shake of the head. And then, he sees a Linea and the talent comes to him.
Now I don't care if boys whistle, or not, at a Linea. But I do, if the wolf whistle at a girl is being shoved at millions of viewers as a perfectly proper role-modelish thing to do.
And of course, the girl only smiles and walks by. That the smile is saying 'it's naughty but ok' is even more astonishing. But duh. Where have we see THAT stereotype before? Only in a million ads and movie songs, adding fuel to male imaginations that whistling, and eve teasing, sometimes dangerous eve teasing, is just what the girls are desperately waiting for.
Why am I picking on this one particular ad, when there are b'zillion of them out there? Because it's starting to take sexism where it should leave well alone. To children.
It's definitely not the first time children have been used in discriminatory ads. But that's another post.