Tags: gender, emotion/desire, marketing/brands, masculinity, representation, sexism, 00 to 05 mins
Summary: This car commercial was shown during the 2010 Superbowl. The commercial pokes fun at the idea of women emasculating men. Women are depicted as nagging relatively powerless men. In the clip, men are redeemed through driving a sports car. The ad makes a clear connection between masculinity and driving fast but also represents the desires of men as antithetical to the desires of women. Therefore, this clip might be useful for demonstrating the social construction of desire as a process that works within a gender binary.
Submitted By: Lester Andrist
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