Watch: New Beer Ad Shows A Woman Taking Off Her Bra, Of Course It’s Causing Controversy
Coors beer launched their new ad during the NFL commercials and it got some pretty mixed reviews on social media.
Today noted that “the ad has generated a larger conversation on social media about the beer industry’s historical objectification women. But on YouTube, comments on the ad have since been disabled. According to a Coors Light representative, many comments were inappropriate and “distracted” from the overall intention of the ad.”
Today added that “regardless of the feedback from both sides of the aisle, the video definitely marks a new ad aesthetic for the brand. Coors Light ads are usually filled with images of rugged mountains, snow and wildlife. But the brand’s latest campaign, aptly called “Made to Chill,” showcases a more everyday appeal. The campaign also features a different ad where a man indulges in a sensational “shower beer” — yes, that’s the act of drinking a beer while showering”.
“When we developed this campaign, we made a conscious decision to focus on real moments — things our consumers were actually doing,” Coors Light senior marketing manager Chelsea Parker told TODAY. “Taking your bra off at the end of a long day is one of those moments that really resonated. By choosing to feature occasions that feel surprising for beer advertising, we’re hoping to forge more authentic connections with our drinkers.”
I admit, as a woman, I didn’t get the buzz. Beer and relaxation go hand and hand. Most of the women on social media seem to like seeing the ad:
It’s something that as a woman is super relatable. I work in beer and it’s an incredible culture and it’s cool to see our industry trying to be more inclusive as a whole. It’s a nice contrast to the bro culture I’ve witnessed in the past. I’ll go check out the thread ☺️
— Jess the Mess (@JessicaLevkoff) August 1, 2019
Meanwhile, the ad irritated some and downright irked others:
This is an awful ad. I was cringing the whole time. This wasn't an ad made for women, it was still an ad made for men. Seeing a women take her bra off in an ad is not what I want to see. Have more class.
— K (@dreamydaisies) August 21, 2019
Again, originally I didn’t see the issue at all…
However, it silently highlights a social issue ad companies (and men) face today. Coors beer has previously focused on its main demographic- men. But in today’s climate that’s no longer possible. While Coors did manage to skirt the line in their new ad in a clever way it’s also kinda sad.
Sad, because nowadays a company can no longer entertain their ideal audience if they happen to be men. Instead, they have to do this bizzar reach around to please the over-sensitive left and the overzealous #metoo crew.
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