Creative critique from a gender lens: 14-18 February

Dr AL Sharada, director, Population First, reviews a selection of ads from last week

Feb 25, 2022 03:06:00 AM | Article | Dr AL Sharada Share -

What worked:

Many women would relate to the ad. Instances of men not taking up household chores when there is a woman around to do those are very common in many households. The film has the woman, troubled by the double standards, confront the man and question his behaviour to see if he actuallly respects her. Many men may not even realise that they are being discriminatory in their behaviour towards women because the stereotypes of gender roles are deeply internalised and normalised. The ad calls out the internalised bias and forces the viewers to relook their gendered perceptions. It also gives the message that we should call out such behaviours to build relationships based on mutual respect. For me, it is the best of all 'Share the Load' ads so far.

Gender Sensitivity Score (GSS): 5/5

Amazon Alexa

The ad portrays a different kind of family which shows its members being comfortable in doing what they are doing; the man trying new recipes, the wife working from home, the girl busy with her homework and the grandma reading the paper. The image that stays in our minds is the casual and easy manner in which the people in the ad are portrayed, making it look so normal and acceptable.

GSS: 4.25/5

Amazon Prime Video

An amazing ad, which not only celebrates women's cricket but also conveys a strong message to appreciate and respect the players and the game for what it is. Often the value of women's cricket is undermined because it is seen as a men's sport, with women cricketers not considered as good as men cricketers. The ad reminds us that the rules, skill, technique and the hard work are all present and need to be appreciated and celebrated.

GSS: 4.5/5

Maaza

It is so very refreshing to see young girls and boys playing cricket together. We need to have more such representations to normalise the presence of girls and women in public spaces, indulging in various activities to break the gender barriers.

GSS: 3.75/5

Special mention:

Cadbury Perk

I enjoyed watching this ad. It hits the nail on the head and exposes with humour and wit the ridiculous levels of intolerance and touchiness in today's world. A thumbs up to the creative team.

GSS: 3/5

Other films from last week:

A23