By
Warren Farrell, Ph.D.*
[email protected]
If the 2023 Superbowl goes down in history as the “Superwoke Bowl”
or the “Supersexist Bowl” it will have earned its title. Some
examples…
An ad for the TV show Smackdown opens with a young woman in an
office approaching an unaware youngish white male from behind.
Although unprovoked, the woman smacks him down fiercely with a
large wooden chair. She then throws him on a table. Since he is still
alive, someone leaps off the balcony from the floor above and lands
directly on him. Had someone at Smackdown even proposed an ad of
a man virtually killing a female office colleague, that person may well
have been dismissed for the mere suggestion.
Michelob Ultra beer introduces us to the basic woke dichotomy.
We’re taken to a golf course where an old white male competes
against a young, beautiful black woman. His potbelly and disastrous
shots inform us that his confidence is arrogance. In contrast, the
beautiful black woman’s putt places her ball at the very edge of the
cup, as if it is yearning for just a touch of air movement to bring it
home.
Voila! Michelob Ultra beer to the rescue. When opened, its freshness
stirs the air, moving the golf ball just enough to sink the Black
woman’s putt. She’s a winner; the grey-haired, potbellied, arrogant
old white man is a loser. It is clear to the mostly male audience that
Michelob Ultra is aligned with black women, not old, white men.
Could the problem with those half dead and loser men be that they
are still alive? If so, Google Pixel iPhones has a way of erasing white
men completely. Google illustrates their phone’s capacity for erasing
unwanted portions of a photo. We watch Amy Schumer relish the
discovery that her new phone can erase all her exes. And what’s the
name of this old flame? Erased. The ad’s sole portrayal of a guy
erasing something is of a guy erasing “This guy loves to fart” from his
shirt. The message? The only thing men need to erase is their own
disgusting habits. In total, the ad illustrates the Google Pixel iPhone
camera as erasing only three things: white men, strange dogs, and
even one white boy.
How, though, do we erase white men who are frugal? An ad for Wi-Fi
opens with a man and woman amorously cuddling up on a couch
while watching a movie. As she looks desirously at him, the TV goes
off and he exclaims, “Darn, I lost the signal,” explaining, “I don’t have
Wi-Fi.”
The woman’s amorous demeanor is suddenly replaced with worry:
“No Wi-Fi is a red flag.” To affirm her suspicion that a Wi-Fi-less man
is a loser, the camera refocuses on the wall, replete with pictures of
the young man’s mother, who looks like her. The man exclaims,
“Yeah, you’re both hotties!” He, still preoccupied with the Wi-Fi signal,
asks from another room if she’s finally getting a good signal. She’s
clear: “No, I’m not.” Although women now often out earn men, the ad
warns them to reject men with fewer resources. No Wi-Fi, no love.
Erased.
Now to dads. Kia portrays an exhausted family with an infant finally
arriving to check in at a hotel. But wait, dad has forgotten the infant’s
pacifier, or Binky. When informed, he is seen as a hero for making a
long trip home to get the infant’s Binky. But the infant spits out the
Binky. Clueless dad got the wrong Binky: the red one, not the blue
one.
The message? Even a well-meaning dad just can’t get it right. Would
Kia feature a female executive as well-meaning but so clueless she
can never get it right? Claiming that biology is women’s destiny is
sexist; portraying biology as men’s destiny is woke.
The NFL itself asserted its wokeness in both conscious and,
ironically, unconsciously sexist ways. On a conscious level, it lets
viewers know it plans to donate $500 million to community impact
organizations. Good. On the unconsciously sexist level, it portrayed
Mexican flag football star Diana Flores plus a black woman and a
white woman playing flag football, with a banner heralding “To the
women pushing football forward we can’t wait to see where you take
this game.”
The woke part is the creation of a role in football for women. Good.
The sexist part is portraying flag football as a female-only sport. The
problem? The NFL has been successfully sponsoring flag football in
hundreds of high schools as an alternative to concussions for both
sexes. Flag football has about 90% of the brilliance of tackle football
with only about 10% of the injuries. In this ad, the NFL’s woke desire
to support only women blinded it to the contribution it could have
made by promoting flag football to millions of high school boys as a
way to enjoy the benefits of the sport while damaging neither their
bodies nor mind.
Perhaps the deeper message, though, is the confidence of
advertisers that, in a game watched by more men than any other, that
men can be portrayed as ridiculed and abused both physically and
psychologically and respond by laughing at themselves and moving
on.
Yes, men are the “game face” sex. But beware. We are also the
suicide sex.
…………..
*Warren Farrell, Ph.D., is the author of The Boy Crisis and a leader
in both the women’s and men’s movements. His email is
[email protected].