Why I Love Football and HATE the Super Bowl
I’m a little riled up.
I went to the Fem 2.0 conference on Monday and learned how feminists can really make an impact in society, in communities and in lives through technology. We also learned how important it is to take the feminist message to broader audiences. So even though I’m a food blogger, I want to continue the conversation and demonstrate that there can be feminist lessons everywhere. Especially in Super Bowl food ads.
But I don’t want to straight up dis the sport. I love football because it’s the best sport there is. And the Eagles will one day be recognized as the most dominant force in the league. Well, recognized and will win games against crappy teams like the Cardinals and Bengles. And one day, drunk off Yuengling and mysterious green shots, I will cry in the arms of my fellow fans as Donovan McNabb hands off the football to Brian Westbrook, who then dives into the end zone, for a game winning touch down. And then Brian Dawkins sprouts wings and flies around the stadium.
I hate the Super Bowl because every effing commercial is directed to what ad execs think the white male 30-year-old wants to see and hear and consume. And I don’t even want to get into the whole Danica Patrick tasteless, tacky and completely un-feminist ad campaign. She’s an athlete! Must she stoop to the level of a Playboy Bunny?!?!
So on to Pepsi Max.
Okay, so the ad depicts stupid (mostly white) men doing stupid, stereotypical *men* things:
Male gets hit in head with golf club, proclaims, “I’m good”
Male gets bowling ball dropped on head, proclaims, “I’m good”
Male gets an electrical shock while doing male house repairs on roof and flies into trailer thirty feet away, proclaims, “I’m good”
Male announcer proclaims, “Men can take anything, except the taste of diet soda.”
And then magically Pepsi introduces a diet soda that is specifically designed so that men can still be macho while drinking this healthier option.
Perpetuating the paradigm that men need not worry about their health. That men should eat manly things like red meat and potatoes – in triple the portion that they should. And men don’t have to think about their food choices because they’ll have their own Claire Huckstable ready to snag away that artery-clogging cheesy, meatball sub. Well, kids. The stigma needs to die.
Men care about their health. Which is why, in the first place, Pepsi created another line of low calorie soda. But does it really have to be marketed to the frat boy? I love humor. I mean, hello, is Endless Simmer like the least serious food blog of all time. Okay, fine. Not today.
Anyway, I understand that humor sells. And yes, my (feminist) boyfriend pointed out that this may just be self-deprecating and over the top on purpose. But I don’t care. Can we please start to break down gender stereotypes, especially such life-threatening ones as obesity. Pepsi at least started to dispel the stigma that men shouldn’t think about what they’re ingesting. But then decided to make their point by promoting machismo.
Now, Pepsi is a big ole company. And I’m not sure how to combat this ad. I’ll be going through my notes from the fem conference and sending this post to my new fem friends. And hopefully some boys will read this too. And be just a tiny bit outraged. And will pass it on. And will most definitely not drink Pepsi Max.
Fuck Pepsi Max.
Full disclosure: I’m a (full fat) Coke drinker
cross posted on Young Women Misbehavin’