Previously in The pictures we’re talking about this week, we brought you some images from the new advertising campaign for Mrs Mac’s Pies. Now we bring you the full ad.
This article appeared on The Punch this morning, journalist Simon Black examines the change of gender balance in advertising in tough economic times…
From The Punch
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The way people are portrayed in advertising has never been what you could call enlightened. But now advertisers are pitching lower than ever before.
Look at these images from Dutch Fashion Label suitsupply’s “Shameless” fashion campaign. The images caused a huge outcry when displayed in a Westfield shopping centre in London. The picture of a man looking disinterestedly up a woman’s dress while she leans back over a stairwell and writhes in ecstasy makes you wonder what urge exactly advertisers are trying to appeal to.
Although the campaign doesn’t have the same undertones of rape that saw ads by Calvin Klein and Dolce & Gabbana banned, it’s still a throwback to the Don Draper days of advertising where women are passive objects and men are heroic conquerors.
But this is not the 1960s anymore. It’s 2010, so who exactly do these people think they’re selling to? The point is, they aren’t selling suits, or even sex. They’re selling power. Experts say that men under pressure during times of stress (like the GFC) take comfort in exaggerated stereotypes about masculinity …keep reading this article on The Punch
What do you think – do you love it or loathe it?
I’m not a fan…..
Comments
156 Comments so far
It’s a witty advert, and if times were different it might be offensive. But I think we live in a post Mad Men age, and sexism is more two sided. I just had my female boss talk disparagingly about my height in a business meeting, and I was embarrassed and speechless, and because she is my “boss” I couldn’t toss her off a retort. Women are in power now, not as much as old white men, but I think we live in times where we should be able to laugh at each other without calling “foul” every time a woman says she wants to marry “tall, dark and handsome”, or every time a man makes an ad based around the male gaze.
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Those images make me livid.
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Shame on you Mrs Mac – it seems you forgot how sexist ads can backfire. Toyota launched its Yaris ad in 2009 that sent them scrambling http://www.theage.com.au/national/sexist-toyotas-online-ad-competition-backfires-20091214-krn9.html
What Mrs Mac seems to have also forgotten is that women do much of the grocery shopping. Ladies our purchasing power makes these companies. If your offended with the ad drop Mrs Mac HQ a line and tell them that you will never purchase their products.
Post: Consumer Services Department
PO Box 48, Morley, WA 6943
Phone: (+ 61 8) 9442 5222
Fax: (+61 8) 9275 8447
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The whole ad has nothing to do with pies and does not leave a lasting impression of Mrs Macs Pies.
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Funny!! although it doesnt make me wanna buy a pie
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Let them beefcake.
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Like Freddy Kruger….this story refuses to die !
Please, everybody…get over it otherwise Mia will present the sequel !
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Thats a great advert if you are a man, it would inspire you to buy a pie however I am a girl and just for once I would love to see a man with a big trobbing well proportioned penis…but that will never happen, so…no Mrs Mac’s pies for me. xx
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It made me laugh, although I can’t remember what it was advertising! Maybe that says something…
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‘…a throwback to the Don Draper days of advertising…” Err, last time I checked Don Draper was fictional.
The Mr Mac’s ad is slightly amusing. The suitsupply one is a bit ordinary. Personally I would be advising the men in my life to not buy one of their suits, but as other commentors have noted, the ad got a reaction so therefore it has done its job.
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Yes, Don is fictional but representative of that era, and its approach to advertising…
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no not a fan – I just don’t think it’s very clever
The snickers betty white add, now that was clever!!
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I thought it was funny. Beautiful girl up top, beautiful girl below…just not the same one. Daggy looking man…and dog. A woman in control of her sexuality. God there has to be sexuality in it….its an ad, but at least this one has a woman in control.
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I don’t find the ad particularly hilarious but I’m not bothered by it at the same time. There are different types of sexism and gender stereotyping and at least this one is a piss take and satirical. To be honest the sexism that bothers me the most is the kind perpetuated by women themselves, not ad companies.
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I hate to admit it, but I am a fence-sitter. I am about to enter into my final year of an advertising degree and one of the biggest issues I have had to overcome while completing my degree is that my personal morals and professional morals will not alway line-up. Anyone who knows me knows that I stand by my opinions very strongly so swaying them takes much conviction and even at times mean that I must swallow a little pride. Another important lesson I have learnt is that of relevant context. The above mentioned Westfield Ad, maybe not the use of subject matter for the product, personally I wouldn’t choose to shop at a shopping centre because of that ad. However, if you were to look at the ad in a professional manner, it has been successful. The last thing that any advertising creative wants is an indifferent response from the viewer, whether it be positive or negative, the Westfield ad has created a bit of buzz and therefore attention for the client.
As for the Mrs. Macs campaign, I love it. Yes the subject is referred to as lean meat and yes it used sex to sell, but as mentioned above, I would love to meet one person who can view the campaign and walk away with a shrug of indifference as a response. Within the industry, it is well-known that ads that sell products are not ads that wins awards, this ad campaign is an award winner.
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Maybe it was slim pickings that year… I don’t find the ad particularly clever or funny but I suspect I’m at least 20 years older than you are.
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What a disgrace – they actually call her “lean meat”. I am writing to them and their agency for sure.
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great idea, i think i might email mrs mac’s too.
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They’re talking about the pie, not the woman.
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But she’s the metaphor for the pie.
Not a fan of the ad.
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Well, it’s plainly ridiculous that that body would have that face, so the whole thing is stupid. Pure sensationalism and if the responses are anything to go by then they have fulfilled their brief. Guys will watch (and lap it up) cause until the last few seconds they are perving on a hot bod. The craggy face at the end..meh..they stop perving and move on.
It’s pretty bad. But hey this is the world we live in. Popular culture is laughable really. Thank goodness there are people out there who are actually doing something worthwhile..imagine a world where the ad execs are the best we have.
Personally, the crusty bit is a major turn off (crusty [old lady] knickers anyone?) *gag
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Tasteless.
And I felt similarly about the Old Spice ad.
Put some freakin’ clothes on people, its making ME feel abnoraml wearing them
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doesnt really fit with the Mrs Mac’s brand…the marketing person there should be sacked…I’ll stick with the great South Aussie pies of Balfours and Villi’s thanks
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I think the ad has done exactly what it meant to do: get attention.
As it is highly controversial; it has been discussed and thought about more than your average non-eye abusing ad and now it’s being covered by the media (hello to free publicity!).
Quote the famous line, ‘any publicity is good publicity.’
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Um I have to disagree. I will go out of my way to not buy products from a pervy brand. I vote with my money.
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I think you might have mis-interpreted what I meant to say…
I too will go out of my way to only buy products which are non sexist and you won’t catch me eating a Mrs Mac pie but the aim of the company seemed to be getting media cover. Some people (definently not me) would LOVE this ad. With more media cover, more people will see it and more pies will be purchased (by those who like the ad).
Also; in my opinion, this ad is quite creepy.
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Might I suggest changing the name of the blog from “Mamamia” to “Controversy Corner” or “Double-standards R Us” ?
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How about Bradley’s Blog? You seem to be writing a lot of comments!!!
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Given that many people post their opinions here it’s not surprising that there are inconsistencies and double standards across the comments and on different posts. You don’t really expect this many people to have the same prevailing opinion and moral standard for every issue do you?
Mia asked “do you love it or loathe it?”, the answer is both and neither, we don’t all have to agree.
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Kylie 2….I’ll put you down as being in favour of “Controversy Corner”, then !
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Yep, and put me in the crusty camp too
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Done !
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That ad is appalling. Liked The Punch article though
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I am surprised that no one has caught on yet. Ad agencys DONT CARE about controversey. They want it to be controversial so you remember the ad, remember the brand, and it gets around. Yes, they have no ethics, but when did advertising ever have ethics? It’s a vicious cycle.
IMHO, I think the pie ad was funny. The Shameless campaign was pretty .. shameless
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Pretty much what I was going to say
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I don’t have any strong feelings about this ad, but I wonder if the fact that I first saw the ‘Old Spice’ ads on this very same website is a bit of a double standard?
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Interesting. I just read back over some of the comments on an ‘Old Spice’ post on MamaMia. Most of the readers said things like “I didn’t even notice he was selling something, and I don’t care- he’s hot”. So it seems it’s ok to objectify men…
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There some similar contradictions among the “Hire a Hubby” comments. They just kinda crept up on you.
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Yes, the double standards around here are breathtaking !
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The Old Spice man gets to speak and to use humour. He’s in control of being looked at. The camera focus is quite different, not zooming in lingeringly and in slow motion on his nether regions and bouncy bits. There isn’t an old man’s head superimposed on his body with a voice-over using a derogatory adjective to describe that old man.
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Thank you ButButBut
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and there isn’t all manner of phallic symbolism or metaphors for bodily fluids or slow motion suggestive movements.
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Really well said, ButButBut. Thank you.
I feel offended by this ad. It’s tacky and mocking of women and older people.
The Shameless ad makes light of a man disrespectfully invading a woman’s privacy and sexuality. Has anyone ever had a man lift up their skirt (without their consent/knowledge)? It ain’t funny when it’s your skirt and your body being exposed and stared at against your will. At all.
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Funny that most of the ad has no pie in it! That’s probably the most annoying thing about it.
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Who made this Mrs Macs ad? Young 20 something males, desperate to make it big in a Mad Men styled agency environment? I’d feel sick if this came out of my agency. Yes they will argue target audience and viral success but really.. grow some ethics adland.
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i don’t think I’ve ever seen a more sexist or offensive ad. Love the music and the dog, though.
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boring boring boring and not very clever to boot.
big fail mrs macs, although i would never eat your pies anyway
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video has been blocked in my country on copyright grounds
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you really did not miss out on much
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I’m calling double standards on this issue. In the article about the vulva, one reader wrote in and in full detail described her one night stand. Not one complain against the graphic tone of the comment was received.
Had a bloke done the same thing, he would have been murdered.
Now we have everyone all upset about an ad for a bloody pie ! Anyone around here lose their cool over the window-washer diet cola ad ? Not bloody likely !
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Glad you enjoyed it, Bradley…
My comment was part of a discussion about the impact of pornography on our everyday lives. It was relevant to the topic – and I didn’t post it on a billboard or use it to sell pies.
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I’ve got to say the Mrs Mac’s Pies ad made me laugh and that can’t be bad can it? Not sure how I feel about the other ad.
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Sexy woman? check
Dopey-looking, penis-driven man? check
punchline/joke of some sort? check
Lots of people talking and blogging and arguing and shrieking about it? check
People remember the brand? check
ad agency gets the contract next year.
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I’d recommend that some folks get more fibre in their diets. Way too many anally retentive, PC comments here. I guess that means that the pie is definitely off the menu !
I am starting to wonder if some of the MM readers get offended just for the sake of enjoying the feeling of being offended. As one scribe once wrote, “some people are never at peace with themselves unless they are at war with somebody else”.
Cheer up, for goodness sake and take life a little less seriously. You will live longer !
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Yeah, what he said!
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Ditto!
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I think that this ad is in poor taste. I dont like any ad using sexuality to sell something that has nothing to do with sex. It doesnt matter if its a girl in a bikini or a man shirtless….using sex to sell is pathetic. What are we supposed to tell our kids if they ask about it. Children are already seeing too much sex on tv…whats next?!?!? Girls in bikinis to sell happy meals?
Im not getting offended just for the sake of it, i actually think this is in poor taste. Id love if they came up with something clever that actually made me want to eat the meat pie….all i want to do now is get the car washed haha
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If they ever decide to use bikini girls to sell Happy Meals….I might be prepared to break my diet and start eating that particular brand of hamburger again !
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proves the point I would think.
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yos, yos, yos !
With all due respect…I did say “might” consider breaking my diet and start eating a particular brand of hamburger again.
If joie de vivre could be put into a bottle, I’d send you a couple of litres for Crimbo !
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Bradley, Bradley, Bradley, it’s not all about you. “Might” or not, the inference is that, as a straight male, bikini clad women appeal to you so of course you don’t have a problem with this ad. You admitted as much when you made your oh-so-humourous remark. This, as I wrote, proves the point of the previous poster, using sex to sell is pathetic – sadly effective, pathetic nonetheless.
I have plenty of joy in my life thank so much for your offer. In fact our witty banter is one of my joys, sorry to say not the greatest, but it’s in the top….. well, it’s there.
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I don’t really have much of an opinion about it to be honest. As a 22 yr old female it doesn’t offend me but certainly doesn’t make me wanna buy the product. I just showed the video to my 23 yr old brother in law though, who thinks it’s genius and hilarious… Interesting the difference in opinions between genders, then again, it’s an ad for pies – most likely marketed at 23 year old males…
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I’m not going to waste too much time getting upset over this. I’ll just say that I think both ads are insulting. Hopefully, most people will just roll their eyes at the idiocy of them and move on.
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It’s a commercial. Commercials have been known to outrage, upset and sometimes make people laugh. Then on the odd occasion the commercial has been instrumental in selling a product.
This particular commercial has achieved it’s purpose on all four fronts.
Correct me if I’m wrong, but I do feel that a good number of shock and horror responses have come from people who, in recent weeks, have been known to get all breathless and sweaty when some male celebrity names have been dropped during the course of the article.
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LOVE LOVE LOVE IT!
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HOW????????
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Its just a dumb ad, and I would bet my life that the “body” in it will never eat a Mrs Mac’s pie, no matter how lean it is. This is why I dont watch tv!
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I love the Meat Pie Ad! I think its great!
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The ad with the picture of a man looking disinterestedly up a woman’s dress, one word. Pathetic.
I won’t buy products where advertisers stoop to such low standards. Their ‘brand awareness’ might work in terms of exposure but it aint going to get more sales from me. Quite the opposite.
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I think it’s pretty distasteful only in the sense that it refers to women who are about my Mum’s age as ‘crusty’. I mean c’mon!! What’s with this continual obsession about women having to be thin blonde and YOUNG!! ALL THE GODDAMN TIME!
I know it’s an ad, and I was rather enjoying it (esp the dog out the window) until the punch line. Then I just felt like it was a bit of a mockery, not to men, but to women.
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Stupid ad, boring, not funny, not imaginative, sexist, purile. I feel sorry for the female ad execs that probably had to sit through this while it was approved and try not to feel dirty.
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Mrs Mac Pie’s marketing manager is a woman!
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She should hang her head in shame. She’s been empowered by millions of feminists to be in a powerful position to have rights and freedoms, and she’s used it to undo their work.
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your opinion Camille.
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yes.
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I don’t have a problem with the ad being controversial on the side of sexism…many ads are, both towards men and women. My issue with the ad is that it is so far removed from the Mrs Macs brand that has been developed over a number of years…they’ve just cheapened their brand…and for that the marketing manager should hang her head in shame. Can’t imagine the real Mrs Mac is too impressed either.
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I think the meat pie ad is funny!
Women can’t have it both ways, be promiscuous and sexy, strut about in revealing clothes for male attention then when an ad is made about it bring out the pitchforks!
I think the second ad is a little too far, highly derogatory. But the first one is funny!
We’re all talking about it and that’s what the brand wants- awareness! Not all ads are made for a specific product, so many are made just for brand awareness!
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What about the women who NEVER be ‘promiscuous and sexy, strutting about in revealing clothes for male attention’ do I have to put up with being treated like a sex object just because some women choose to accept it? And I am sorry, but WE CAN have it both ways – it’s called being treated like a human being. Yes, women are beautiful to look at and even when not trying can look sexy and worth a second look. Does that mean we are only valued by what a man can see? Advertisers need to grow up and so do most men. Women are more than the sum of their body parts. There are brains and hearts inside.
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come on!
Just because we are sexy and beautiful, doesn’t mean we don’t have brains and hearts! OH PLEASE!
Sounds like this hit a raw nerve for you, sorry Tracy, lighten up, it’s an ad!
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Why are you being so mean to Tracey? Has she hit a raw nerve?
Regards your original comment:
Which promiscuous women are you talking about?
Tracey doesn’t appear to be one, I’m not one.
You’re sounding a lot like some kind of misogynistic stereotype.
And even if I walked down the street with a short skirt on, it would be for me, not to incite lust in some bloke.
I’m feeling very feminist right now.
Hopefully I’ve misunderstood you.
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I think you read my comment in a mean voice. I meant it in a ‘lighten up, it’s a joke voice’
as for your comment though…
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oops, really didn’t mean to give the thumbs up there.
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Kate, I do enjoy your comments.
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kate, there are jokes and there are mean comments and then there are mean jokes.
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Can always count on your for the over-analysis Lulu!
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how can the slogan be anything but highly offensive? WOuld you show that ad to your grandmother and tell her you find it funny? And I’d be very intereted to know how you feel about that ad in 30 years’ time.
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Yes I would show it to my grandmother!
She is British and pretty old school & ‘hoity toity’, but I guarantee she would find it hilarious!
Why? because she has a sense of humour!!
She has been through so many horrendous experiences in her life that she knows when to stop and have a laugh!
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ok. show it to her, then.
Do it.
And get back to us.
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get over it Camille, come on to my email and you reply to everything I say… time to move on I think!
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Stalker alert ! Call security !
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because i think your comments are smug, aggressive and disrespectful. Why don’t you move on or get over it?
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so what did your grandma say?????
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With due respect The Original Camille and Kate – this dinner party is getting a little heated. Maybe time to swap seats and sit next to someone else for a while after agreeing that you don’t see eye to eye. And that’s okay. Thanks
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Thanks Lana, was about to email you to step in anyway.
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thanks for responding to my email, Lana.
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Brand Integrity and Consistency is just as important as brand awareness the pie ad fails on this front….how on earth can they link this ad to the image they have built up over the part? They can’t. And now their pies are in the same category as four and twenty
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I disagree that all that matters with ‘shock’ advertising like this is that it gets our attention or gets us talking. I don’t like this ad and it puts me off the brand how is that a success? Talking and buying are two different things.
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The advertisers only care about one thing – yes, we’re all talking about it! I wasnt particularly offended by it (32yo woman) and I’ve certainly seen worse ads.
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Agree with those below who say “clever” as it’s def got us talking….
BUT…..
I think it is sad that we refer to old people as “crusty”….
Shame man….we’re all heading that way…….
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I laughed at the ad, but I’m getting a bit cynical about ad agencies trying to do a double bluff.
“No, no, no, no, no, no! It’s not exploiting women! These are the rules – If we exaggerate it and make it ridiculously over the top and in your face, it’s not a sexist ad. It’s now a satirical comment about everyone else doing the REAL sexist advertising. Plus, the tradies will love all the camera time we give to the big bazoongas on that chick…”
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Come on guys, put your moral outrage away.
This ad is just taking the piss. It is a laugh. It is a deliberately provocative presentation to get people talking. It is no sluttier than your average Jessica Simpson clip.
Why can’t we watch this and see the clever humour? Has noone ever seen the “world’s raciest ads”? Does noone watch the gruen transfer? It is an ad designed to go viral and by putting it on sites like this, it will. It isn’t trying to tempt you to want a pie now, but next time you are in the supermarket, for better or worse you will remember the name.
And before I get shouted down for the ‘sexist’ angle, don’t claim this is offensive and then laugh/lust away at the Old Spice man. It works both ways.
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but why does everyhing, old spice man included, have to be about sex? I don’t think the humour is clever.
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maybe not, but it gets noticed!
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I don’t so much mind the first part of the ad, although it goes on too long, as there are plenty of sexy men ads too and most are quite amusing rather than offensive. However, the ending here is quite grotesque, as is the punch line about “lean meat” – THAT’s just plain offensive and derogatory.
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From the point of view of a male who is on a diet, when “lean meat” was mentioned I immediately thought of a product lower in fat than its competitors.
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Hear hear Ms Entwistle. I completely agree.
Objectified, sexy bod? Sure. First part of the ad is fine but I literally GASPED when the voice over announced, “Lean meat…..” Let’s not pull punches, he says, she’s a piece of meat. Lean, sure. But just a piece of meat. Nothing more. Horrifying.
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Loathe it. Awful, degrading and just so wrong.
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OMG, I’m speechless. HOrrified, but speechless.
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