The Blaze Blog

Diet Coke's Love It Light Campaign

My boyfriend and I sat in the cinema last night eagerly awaiting the start of a film, we’re the kind of people that actually enjoy the adverts shown before the main attraction so we were sat watching intently.

In a dark auditorium, adverts somehow seem better, brighter, bolder, more engaging.  The cost of advertising tends to sort the wheat from the chaff so usually we’re presented with an impressive array of the best that above-the-line advertising has to offer.

Unfortunately, on this occasion we were let down and treated rather badly by one brand in particular, Coca Cola. Within just 120 seconds of air time Coca Cola managed to alienate both me and my boyfriend through the use of patronising gender stereotypes in their adverts.

We saw Coke Zero’s ‘The Impossible Made Possible’ advert which follows the conventions of a traditional action movie. There was a big hunky, sports playing hero, a beautiful lady in need of rescuing and a race against time. We were also given speedboats, helicopters, adventure sports and an explosion, because explosions really excite men, right?

Next came an ad from Diet Coke’s Love it Light campaign that features 3 puppet ladies with lollipop heads and anatomically impossible waists. They totter into a shop to find a handbag, and upon not finding a suitable item, take out chainsaws and flame throwers to produce one. Because women really pay attention if you mention handbag shopping, right?

I love adverts that inspire, that excite, that take you on a journey, but I hate being shown untruths and more than anything I hate being patronised, particularly by advertisers.

I’m not sure if Coca Cola really believe that women are puppets obsessed with high street consumption or that men really aren’t able to process information unless presented with it in the simplest terms – but that is how I was left feeling. I felt patronised and disappointed that one of the largest brands in the world believe it’s necessary to revert to gender stereotypes in order to communicate with their audience.

Have you seen any other big brands who rely on gender stereotypes in their advertising? Please feel free to name and shame them here!