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Mens as a women's toy

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Apr
27,
2009
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logo_jillzAre you bored with beautiful and sexy women who convince men to buy some product? Are you tired of watching perfect women who invite you to buy an anti-aging cream?

Keep reading and discover the Jillz's paradise….

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Heineken Group decided to use muscular men for its Jillz's spot. The product is a sparkling, alcoholic drink (half beer, half cider) designed for women who don't fancy a bitter beer, and prefer sweeter beverages.

The brand wants to introduce the product into the European market and this campaign (created by Pink&Poodle from Netherlands) is the first step on their way.

We could imagine a fresh spot, where women dance covered by sparkling bubbles and green apples, while enjoying their time with friends. Instead, the brand changed the roles, and now the main characters are embodied (literally!) by muscular men with an everlasting smile, who sing and act as a woman use to do in advertising.

It's a high time for us to enjoy, isn't it? It's our turn.

Although we appreciate the effort made by the creative team, we wonder if the attempt to introduce new masculine roles into the advertising, don't lead us to a new type of sexism? Women are not treated as a toy, but so are men, in this case. This is not the way to equality.

Without any doubt the advert will attract attention of the female part of the Dutch society, but will it be enough to make women buy the product?

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Full credits

Agency: Pink and Poodle Amsterdam

Creative team: Wencke van Amstel y Olaf Zwetsloot

Account director: Ella-Roosa Tenhunen

Production company: Fat Fred’s Service Company Amsterdam

Director of Photography: Terence Maritz

Music: 'Fresh', de Steven Craenmehr (Massive Music Amsterdam) a partir de la versión original de Kool & The Gang

Postproduction: Glassworks Amsterdam

Title: ‘Boys, boys, boys’

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Resource: Anuncios.com.

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