Posted on 11/16/2001 1:18:49 PM PST by disclaimer
Introducing “The Gripper”, says Hefty, with memorable advertising like all companies strive to achieve. The commercial promoting this new product compares the garbage bag to the “Strong, Dependable Type” of man - only to toss “him” in the garbage in the end. I saw this commercial several times and, as a strong dependable man that I am, I was insulted. I’ll remember this Hefty ad since it offended me, but I can take it like a man and so I will.
I’ll avoid Hefty (PACTIV Corporation) products just like I won’t step foot into a Hallmark store since they feature male-bashing cards to make a buck on jaded women. Welcome to the club Hefty. As a matter of routine, I’ll make sure none of my investments include Pactiv stock (NYSE symbol PTV) since they are the owners of the Hefty brand and obviously don’t know how to address an the entire product market.
I do have to wonder why such a company would introduce a new product using a commercial that denigrates any of their potential customers. Makes me think Hefty doesn’t value investor money enough to maximize returns on their investment. So, I make sure I’m not giving them any of my investment money. I’m sure I’m not the only one with some business sense thinking this. Why would any company choose to introduce and promote a product by associating it with a negative message?
Here’s a transcript of the Hefty "The Gripper" ad that ran during the NBC evening news on November 13th, 2001:
Actress 1) If I had a man like Hefty…
Actress 2) If I had a man like Hefty…
Actress 3) He’d always be coming up with new ways to impress me
Female Voice) Introducing Hefty The Gripper. The first kitchen bag with the stretch and grip top so it hugs the can and won’t slip
Actress 3) oh, and he’d know how to hold on tight
Actress 1) …then he won’t cave under pressure
Female Voice) Nothing is made like the gripper. It stretches, grips, and stays put so it can take it like a man.
Actress 3) and when I’m done with him…
Actress 1) (shown dropping a bag of trash into a garbage can)
Actress 3) Chow baby
Actress 2) Bye bye
Actress 1) So long
Female Voice) The Gripper – new from Hefty. The strong dependable type.
Hefty must have female chauvinists running amuck in the marketing department or they must have determined that targeting dysfunction women is worth alienating balanced women and men. Funny, I though we all need garbage bags but I suppose Hefty knows the market best. Maybe they figure men will just take their insults like a man and buy Hefty bags just the same.
Pactiv is an international company and I have to wonder if they have a Hefty product ad targeted toward the Taliban men since they dominate their culture. The Hefty brand doesn’t seem to mind associating themselves with chauvinistic women so denigrating a gender to advance their product shouldn’t be a problem. With a name like “The Gripper,” I’m sure they can come up with plenty of ways to denigrate women and get that male Taliban market share. Go to it you creative Hefty marketing geniuses.
Unfortunately when baby grows up she won't speak so good.
Thus the humor in the ad.
Flame away.
I work in advertising so I can tell you that the ad in question had to be scrutinized by many people, men and women, before it could even begin production. Was it a woman who wrote it? Maybe, but more than likely a man edited it or had some other kind of oversight over it.
I think that rather than be offended by a company trying to sell _garbage bags_ for god's sake, you might do better to just do what I do, ignore stupid ads. Bad ads get pulled in their own time.
To rephrase, It's the double-standard, stupid. And it's a cultural phenomenon that is certainly worthy of the attention of Freepers.
Buf if you're interested PACTIV's advertising agency is:
Campbell Mithun
222 South Ninth St.
Minneapolis MN 55402
612-347-1000
Flame on
If the ad ran on Lifetime television I'd just turn the channel from the jaded woman channel. But, this ad addressed the news watching public. How do you think a company finds out it's running a bad ad anyway? How does the company know money was left on the table if everyone did nothing and nothing was said. When a company recieves a complaint they have to assume x number of people have the same opinon but didn't act on it. Well, I did.
You're right. Usually women do the shopping for the house (at least that's my experience) and the ad wants to target the correct audience. I still think that it's wrong to perpetuate a bad stereotype and a worse double standard. I guarantee that if Black and Decker came out with a leaf blower commercial for men that used the obvious joke - the ad would be pulled, someone would lose their job, and Black and Decker would be the target of a class action lawsuit sponsored by NOW.
Unless of course the participants in the commercial were gay. That would be OK.
/sarcasm off
(You mean jaded women. I'll insert this clarification in your comments.)
If the [jaded] women remember the ad..good or bad, they'll probably pick up a box of Hefty bags/wrap or whatever. Women actually adore dependable men, unfortunately many of us [jaded women] have multiple experiences with the opposite. Thus the humor in the ad.
Okay, now I understand. :-)
Funny you mentioned the Special K commercial - my fiance has a real problem with that ad. She picked up on that one right away.
Of course everyone knows that it always smells like rose petals after a woman has been in there.
Now aren't ya ever sorry you persued that Master's.
The odd thing is, I think, is that feminists like to be call b*tches because they confuse it with being assertive. But, who's complaining anyway. I'm just telling them like it is.
I know. They preach about not getting any respect, but what they really want from you is fear.
If you really want to "lib-speak" go somewhere else.
Who cares!
If you really want to "lib-speak" go somewhere else.
Who cares!
Must of hit a nerve here. How is any of this "lib-speak"?
Golly, I hope I didn't offend freegonzo.
TL
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