A Windhoek ad has been banned for suggesting real men – like Gerard Butler – drink real beer

supersunbird

Honorary Master
Joined
Oct 1, 2005
Messages
56,479

South Africa's Advertising Regulatory Board (ARB) has banned an advertisement for Windhoek beer on the basis that it entrenches toxic masculinity in suggesting that "real men drink real beer".

The ad features Gerard Butler, described in the regulator's decision as "a macho looking movie star", remonstrating with a bar patron who asks for a slice of lime with his Windhoek. The man he takes to task, says the ARB, "is a gentle looking, red-headed man – two characteristics that might typically make him a target for teasing in a toxic environment".

The interaction between the two, the regulator ruled, sends an unavoidable message that is not acceptable in advertising, especially because it does not actually come out and say that real men drink real beer.

 

MachoPants

Expert Member
Joined
Oct 4, 2012
Messages
2,456
So the regulations decided that is what a macho man looks like? Good to know they can decide what a man should look like.

Isnt this the actual macho man?
 

Attachments

  • images.jpeg-2.jpg
    images.jpeg-2.jpg
    33.3 KB · Views: 97

ForceFate

Honorary Master
Joined
May 18, 2009
Messages
31,045
Almost as bad as the “men don’t drink pink drinks” ad.

All the best fruits happen to be pink so f off with your BS. Real men drink whatever they want and don’t care what anyone else thinks.
The ad itself was rubbish. Not a lot of imagination went into it.
 
Top