Look, the thing is, everyone is watching these Isaiah Mustafa ads for Old Spice. These ads have won cosmicorgasmic approval, but it feels as though everyone is missing the essential questions….I think, at least.
What is the masculine ideal that Old Spice is trying to put on display and how can we compare it to the Miller High Life ads directed by Errol Morris in 1999-2000? I’ve posted the “Sally” ad from the series because of its focus on the chest/abs of a non-ideal body type.
“Is your name Sally?” the ad asks. No. But do you want to have this kind of body? Do you want to be the “High Life Man?”
There’s so much that could be discussed in the difference between the masculinity portrayed in the Errol Morris ads and the recent campaign by Tom Koontz, you might have a stroke.
Race? The black body on display as an object of sexual desire vs. the white body as an object of consumer ideal…that is, as as representative of “The High LIfe” constituted by consumption, rather than by, say, doing 1000 crunches.
Sexual Satisfaction? How do you satisfy your partner? Both of these ads aim at a hetero-normative audience. But what the is going on with the raised-eyebrow reading of both ads and their sly homosocial appeal?
Swan Dive!! The best night of your life? Who does this alleged night belong to?
Is ten years ago really that long ago? Where is American masculinity today? I think that the difference in these commercials should be discussed at least in part with reference to their different historical contexts…..
Really just some questions. I’m fascinated by the differences and want to come up with a coherent opinion about both sets….thoughts are really welcome.
