The ad is very positive in the portrayal of the young woman. She knows what she wants and has the courage to express her views, more importantly, the ad shows a caring father who respects her decision and supports her aspirations. He also makes good coffee!
This ad works and does not work at the same time. It has a cute concept of taking the pheras around a hill and proposing on a hilltop. It works because it shows a woman driving a vehicle with confidence on difficult terrain giving a tough competition to the man. But, it does not work, as it ends up falling into the gender trap because it has the man proposing and wondering what is impossible. Just imagine the woman proposing, the man saying that she is 'impossible' and the woman asking ' what is impossible?'
That would have challenged the gender stereotypes at many levels and would have become a gender transformative communication.
This humorous ad gains brownie points for showcasing a woman who does not meet the typical expectations from model mothers featured in the ads. She is not petit or attractive in the way the 'advertising industry' generally portrays women. But, she still is fair complexioned and has no speaking role!
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