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You can find the current article at its original source at https://www.theguardian.com/commentisfree/2017/may/02/milk-tray-man-muller-lynx-effect-adland-sexist
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| Lynx has shed the sexism. These 5 brands should take note | |
| (about 7 hours later) | |
| Those with a liberal point of view may finally be tipped over the edge on finding out who has recently joined the battle for progress. Who? What? Lynx body spray: the product jammed into the gym bags of teenage boys across the country, sold with some of the most sexist ads of 1990s Britain. Yes, really: Lynx. | Those with a liberal point of view may finally be tipped over the edge on finding out who has recently joined the battle for progress. Who? What? Lynx body spray: the product jammed into the gym bags of teenage boys across the country, sold with some of the most sexist ads of 1990s Britain. Yes, really: Lynx. |
| Even if you were repulsed at the time by adverts that reeked of lads’ mags, toxic masculinity and straight male entitlement, they will probably seem even worse when watched now. The fallen angels ad (bewinged models plummet to Earth, and smash their halos on encountering a Lynx wearer because, as the slogan has it, Even Angels Will Fall); that one with Lisa Snowdon overcome with desire in a lift – in 90s Lynxworld, the spray’s mix of chemicals is able to override brain chemistry and turn women into slaves for sex with any man who spritzes some Lynx Africa. Women are merely receptacles to be tricked into physical contact. | Even if you were repulsed at the time by adverts that reeked of lads’ mags, toxic masculinity and straight male entitlement, they will probably seem even worse when watched now. The fallen angels ad (bewinged models plummet to Earth, and smash their halos on encountering a Lynx wearer because, as the slogan has it, Even Angels Will Fall); that one with Lisa Snowdon overcome with desire in a lift – in 90s Lynxworld, the spray’s mix of chemicals is able to override brain chemistry and turn women into slaves for sex with any man who spritzes some Lynx Africa. Women are merely receptacles to be tricked into physical contact. |
| How do you undo all the harmful stereotypes you helped along if you’re a simple ol’ male-hygiene company wanting to sell in socially conscious 2017? Well, you change. And if you’re particularly creative, you campaign for others to change too. Lynx’s Men in Progress series – short films featuring a mix of people discussing issues men may struggle with – has nothing in common with its 90s counterparts. Some other brands now stinking up our screens could do with a similar refresh … | How do you undo all the harmful stereotypes you helped along if you’re a simple ol’ male-hygiene company wanting to sell in socially conscious 2017? Well, you change. And if you’re particularly creative, you campaign for others to change too. Lynx’s Men in Progress series – short films featuring a mix of people discussing issues men may struggle with – has nothing in common with its 90s counterparts. Some other brands now stinking up our screens could do with a similar refresh … |
| It’s time for Milk Tray Man to be arrested | It’s time for Milk Tray Man to be arrested |
| For 13 years we could breathe easy, safe in the knowledge that Milk Tray Man had been put into retirement, and wouldn’t be creeping into our nightmares any time soon. But last year, 48 years after he was born, Milk Tray Man was re-born, brought back to continue stalking some poor unnamed lady apparently clicking up the air miles to get away from him. In the 2016 ad he was even messing with the locals and bothering their livestock in a bid to get to her – although thankfully he’s dropped the creepy black leather gloves he wore in some previous instalments. Next time we need a shot of her putting in a call to Interpol. | For 13 years we could breathe easy, safe in the knowledge that Milk Tray Man had been put into retirement, and wouldn’t be creeping into our nightmares any time soon. But last year, 48 years after he was born, Milk Tray Man was re-born, brought back to continue stalking some poor unnamed lady apparently clicking up the air miles to get away from him. In the 2016 ad he was even messing with the locals and bothering their livestock in a bid to get to her – although thankfully he’s dropped the creepy black leather gloves he wore in some previous instalments. Next time we need a shot of her putting in a call to Interpol. |
| Müller Püd needs to not be The Stuff | Müller Püd needs to not be The Stuff |
| The Stuff was a 1985 movie about goo that can control minds when eaten. The Müller ads with Nicole Scherzinger show her sucking a spoonful of slop, making orgasmic “Mmm! MMMPH!” sounds, then falling over. Are we supposed to be intrigued by this dessert, or scared? | The Stuff was a 1985 movie about goo that can control minds when eaten. The Müller ads with Nicole Scherzinger show her sucking a spoonful of slop, making orgasmic “Mmm! MMMPH!” sounds, then falling over. Are we supposed to be intrigued by this dessert, or scared? |
| The Oxo family should reflect modern Britain or move out | The Oxo family should reflect modern Britain or move out |
| Lynda Bellingham’s Oxo mum took the time to flirt with her husband and mock her kids while serving up Sunday lunch. The new Oxo mum? A passive sap who asks if the cool girl from school likes her meatballs. Some celebrated the Oxo dad helping to cook a meal this time (A man! Cooking! Wow!), but there’s not much progress when the family is still a mum, a dad, their bland kids and a pet bunny rabbit. | Lynda Bellingham’s Oxo mum took the time to flirt with her husband and mock her kids while serving up Sunday lunch. The new Oxo mum? A passive sap who asks if the cool girl from school likes her meatballs. Some celebrated the Oxo dad helping to cook a meal this time (A man! Cooking! Wow!), but there’s not much progress when the family is still a mum, a dad, their bland kids and a pet bunny rabbit. |
| Bodyform et al need to show their tampons and pads working | Bodyform et al need to show their tampons and pads working |
| Women have snarled at the roller-blading, the lycra-wearing, and the use of clear blue liquid in tampon and sanitary towel ads since it all began. We want blood instead. If a company could show how its product could prevent us waking up in a bed that looks as if a serial killer came calling in the night, I’d hand over my everything to buy it. | Women have snarled at the roller-blading, the lycra-wearing, and the use of clear blue liquid in tampon and sanitary towel ads since it all began. We want blood instead. If a company could show how its product could prevent us waking up in a bed that looks as if a serial killer came calling in the night, I’d hand over my everything to buy it. |
| The Philadelphia angels need to do an Icarus and fly into the sun | The Philadelphia angels need to do an Icarus and fly into the sun |
| Just when you thought the irritating angels who stand around in cloud kitchens wittering about their “Philly” had gone to the great adland in the sky, back they came to crack piss-poor jokes and prettily furrow their brows over how damn tasty the bland cheese spread is. At least now we all know why our guardian angels are too busy to help at the moment – they’re wittering away while nibbling on toast and crackers. You’ll notice something here: even when advert-women die, they still apparently belong in the kitchen. | Just when you thought the irritating angels who stand around in cloud kitchens wittering about their “Philly” had gone to the great adland in the sky, back they came to crack piss-poor jokes and prettily furrow their brows over how damn tasty the bland cheese spread is. At least now we all know why our guardian angels are too busy to help at the moment – they’re wittering away while nibbling on toast and crackers. You’ll notice something here: even when advert-women die, they still apparently belong in the kitchen. |
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