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"Schaffhausen: made for cavemen"

I don't spend a lot of time identifying as a feminist any more than I spend a lot of time identifying as, I don't know, a member of the 21st century. But last night I got pretty pissed off watching the ads before Skyfall. You don't expect a Bond movie to have entirely moved into the present (is that much drinking appropriate?), but you don't expect the ADS to be offensive. And yet there, about the third in, was one for a brand of watches (Schaffhausen), accompanied by all of these pictures of people doing fun outdoor activities and mentioning, as I recall, Jacques Cousteau (a hero of mine). Then at the end came the tagline; "Schaffhausen: made for men."

I was shocked. How were any of these things they showed people doing "for men?" I wrote their name down (in an angry tweet) and then decided, today, to follow up with a letter to them. I'd like to encourage others of you, that may be interested, in introducing Schaffhausen to the concept of the 21st century. Seriously, women are not just here to wear bikinis and mix martinis anymore than we were 5 years ago much less 50. Here's my letter.

"I am quite offended by your advertising campaign before the movie Skyfall here in the UK. You showed a variety of activities I have participated in with great success and yet ended by saying your watches were "made for men." I found this quite insulting especially given that on a recent kayaking expedition I outperformed the rest of the men I was kayaking with, both in terms of endurance and in terms of ability to plan on the water. I suggest you come up with a better tag line for you product, one that suggests you are no longer living in the 20th, or perhaps the 19th, century. How about "Schaffhausen: made for adventure?" It's much less sexist. Otherwise, as far as I'm concerned, your brand is "Schaffhausen: made for cave men."


( 4 comments — Leave a comment )
Nov. 5th, 2012 01:29 pm (UTC)
hear hear!
Nov. 5th, 2012 02:39 pm (UTC)
Or they could balance it by cutting in men icing cakes with great delicacy, or (based on a guy I saw last night walking down Broadway) singing gently to the child he was carrying in a sling on his chest .. those are also activities men do ..
Nov. 5th, 2012 02:54 pm (UTC)
Hah. Good for you -- I hope they listen!
Nov. 5th, 2012 04:15 pm (UTC)
Bravo! "Made for adventure" is a far better tagline anyway.
( 4 comments — Leave a comment )


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