Have you heard about the controversy surrounding the new Dockers ad campaign? Apparently, the company is trying to put the man back in manly with its campaign that tauts Dockers’ new line of khakis for men as soft – a term that will make a man feel more manly.
Now, this wouldn’t be so bad if not for the tagline, which some claim is overtly sexist: Wear The Pants.
“Just because the Docker ads are tongue in cheek does not mean they’re not sexist. It’s one thing to encourage men to man up, another to tell them to “wear the pants” — an expression that taps directly into the old question: “Who wears the pants in this family?” There are only two possible answers: the man of the house, or the woman who has been stealing his thunder. ‘Wear the pants’ is a call to arms, even when used jokingly, that says the only way to be a man is to put women in their place,” says one writer.
It’s a nice play on words (and you all know there’s nothing I love more in this world than a good round of funny word play), but in this case? Well, it just gets my shorts in a bunch – word play intended. I can’t help but feel this is a step backward, not forward, on the bridge-the-gender-gap trail.
So, friends, what do you think?
[Photo via Walletpop]