Published on February 3rd, 2012 | by Wild Gender0
“Man Mom” and other Gender-Unconscious Super Bowl Commercials
In anticipation of the most binary-stringent event of the year (arguably), advertisers are already keyed up for Super Bowl XLVI. Among them are the creators behind controversial ad campaign featuring the Combos pretzle “Man-Mom,” which was launched in 2007 but is making a comeback in anticipation of the game.
In an interview with “This is Not Advertising” blog, the creators of the ad campaign explain their reasoning behind “Man-Mom”
“Combos are hollow pretzel nuggets filled with a cheesy center. Since they taste remarkably like nachos or pizza, they’re the ultimate guy food. This led us to: “Combos. What your mom would feed you if your mom were a man” and, subsequently, to the character Man Mom: a manly mother who embodies the campaign idea. Man Mom puts in the least amount of parental effort possible, including always feeding her sons Combos.”
Anyway. The advertising company, TBWA/CHIAT/DAY of New York, created a website where people are encouraged to submit photos of ‘real-life Man Moms (people who blur the line between “mom and man”). Viewers could vote on whether a submitted Man Mom was more “man” or “mom.’”
Weirdly enough, “Man Mom” won TBWA/CHIAT/DAY numerous industry awards. Their Man Mom website is no longer active.
Look for more gender wildness this weekend during the Super Bowl, or at least between moments of Madonna’s half-time show, and submit them to us at wildgender at gmail dot com.
Super Bowl commercial from 1997 for Holiday Inn
On another note, here’s two of the most much anticipated S. Bowl commercials of 2012 that don’t seem to be too terribly offensive, one featuring Matthew Broderick, the other, David Beckham.