Fashion retailer French Connection have launched an ad campaign made up of 60-second spots that will air before feature films in the cinema. These commercials are divided into two efforts – one for women, and one for men. Those for men will air before films which will most likely appeal to men, and those for women before those films. The stills that accompany “This is the man” play into gender stereotypes – be brave, eat meat, and never ask directions. The “This is the woman” character is mysterious and plenty sexualized.
So, what do you think. More of the same stuff advertising has done for years, or a different approach? Does it poke fun at fashion and stereotypes, or just support tradition perspectives?