I think the good people at Klondike have decided that their target audience is men. Yes, men have probably been their target audience for some time now since their old ads always included the phrase “What would you do for a Klondike bar?” and always had someone performing a great task or challenge. (Yes, I’m aware I’m stereotyping that men prefer challenges over women.) But now it is not just any group of men, the target audience is married men who think that showing common courtesy to their wives earns them a reward. Have you seen the latest ads that have come across your television? I have seen two different ads this week and at the end of both of them all I could muster out was, “What?”.
The first one I saw (video is below) shows a husband and wife sitting down talking. An attractive lady walks by and the husband (like any normal human being) continued his conversation with his wife. Then the announcer guy says, “Dave Howell kept his eyes on his wife. Give that man a Klondike bar.” It’s appalling I know. Then the second commercial shows a couple in their kitchen. The wife is talking to her husband and then he (like a normal person) replies with a question and contributes to the conversation. Then the announcer says, “Dan listened to his wife’s story. Give that guy a Klondike bar.” Are these amazing tasks that have been performed? Because the way this announcer sounded they really must be.
I’m not as disturbed by this commercial as I was the Dixie paper plate commercial, but I should be. Men are not dumb people and they should not be viewed as such in our society. In the same light, the “Hollywood” view of marriage should be an equal task for both parties involved, the husband and the wife. Too many times our movies, television shows and even commercials view women as the household managers and men as the lazy slobs. What is this telling our children? Are our daughters going to grow up thinking they have to be superwoman by being a full-time employee contributing to society, being a great mother who’s involved in her children’s life’s, being a humble and submissive wife, and a full time housekeeper? How in the world would that even be possible? And hopefully our sons won’t grow up thinking they can come home at the end of the day and relax while the little lady tends to children, house, meals, laundry, etc. The media’s view is just not right and that’s what bothers me. That people see time and time again things that aren’t right.
Okay, yes, I have probably taken the Klondike commercial a bit far. It just peaked my interest. Here’s the video feed for the first commercial. If I find the second one I’ll post it too.
JTB said,
July 25, 2008 @ 3:49 pm
I’ve been appalled by it too. The response I mentally mustered up can no longer be uttered since Clare’s really into mimicking these days.
Aaron Cook said,
July 26, 2008 @ 3:22 pm
LOL, found this post while searching to see if other people found that commercial to be as pathetic as I do. Looks like they do.
Bottom line, I think the commercial sucks. I find it to be not only lame and annoying, but insulting as well…to both males and females. Thankfully, I don’t buy Klondikes…they suck just as much as their commercials do.
Shine on,
Aaron
Linda said,
August 19, 2008 @ 6:43 pm
Thank you for posting this! I can’t imagine Klondike execs deciding that this theme was a good idea. Guy deserves a reward for listening to his wife or for maintaining eye contact with her when an attractive woman walks by. Please! I don’t think it portrays men as dumb. It says to me that no guy in his right mind would look at his wife or listen to his wife, and that if he does, he should get a prize.
Matt said,
August 26, 2008 @ 12:22 am
Women seem to be really pissed at these commercials. But I kind of like them. Where else in our culture are men given messages to listen and honor their wives, even if it’s in exchange for ice cream? I get sick of commercials selling sex and particularly selling the idea that cool men are not monogamous. Why not celebrate ones that show just the opposite?
It may be easy for women to listen to their husbands and not check out other men. An unfortunate fact of our hard-wiring is that these things are not easy for men. We are not dumb, but that does not make these things easy. Many men do nothing to restrain these negative behaviors, which is what gets me angry. I think it’s great to see men doing the honoring thing here.
Matt said,
August 26, 2008 @ 12:25 am
I should add, of course, that we’re not talking about giving the guy a medal. That would be a different matter. No one deserves a medal for doing such a basically right thing. We’re talking about giving him a Klondike bar. In other words, good job, but it’s not something to go crazy over. I think that is what makes the commercial work.