“It works with people. It works with cars. Aggression in its most elegant form.”
This is a brilliant post-feminist car commercial. When did you ever think you would see that?
You’ve seen plenty of commercials implicating women’s sexual desire with a man’s desire to “drive.” You’ve seen all the models at car shows used as bright shiny objects to bring the boys “into the showroom.” You’ve even seen the grounbreaking ads with Martina Navratilova and Subaru.
What you probably haven’t seen is a car ad pitched to men that shows a good deal of respect for women. Especially one that acknowledges that aggression and femininity are not mutually exclusive; that power and beauty–and the desire for them- is as unproblematically inherent to women as it is to men.
I call it a post feminist commercial because a purely feminist commercial would feature Ashleigh McIvor , the member of the Canadian national ski cross team and the first gold medal winner of women’s ski cross at the 2010 Winter Olympics, solely on the slopes, equating her aggression with her style of skiing and not her style in an evening gown. That said–and given the times we live in where world class male athletes like David Beckham and Rafael Nadal unproblematically trade on their sexuality and good looks for Emporio Armani, for instance– this is still a very smart and thoughtful ad.