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Saturday, November 14, 2009 at 7:08AM I am not easily offended. In fact, I think political correctness has been taken a bit too far these days even when it comes to the objectification of women. Not surprisingly, I have never been accused of being a ball busting feminist. I tend to snicker at the crass jokes, sometimes under my breath depending on the level of offensiveness, while watching a bromance genre film. I can even enjoy sitting through a professional sports game without wincing while the camera pans to scantily clad cheerleaders jiggling out of their uniforms.
But, I find myself a tad uncomfortable with the way in which Reebok is targeting those of us women hoping to redefine our lower halves. You see, the shoe maker has a new sneaker on the market designed to tone our butts 28% more and work our calves and hamstrings up to 11% harder than the average shoe. Reebok claims the sneakers have "balance ball-inspired technology" that enables this to happen. Too busy to actually workout? This is no longer a problem. Just strap on a pair of Easytone shoes. Some physical exertion is still required in the form of walking. Reebok has yet to figure out a way for us to tone ourselves below the navel while sitting on our asses and mentally masturbating on our Blackberrys, PDAs and computers. One step at a time: the gym is no longer needed but moving one's legs still is.
For some reason, Reebok feels as though their astonishing claims of a more toned and defined derriere and legs is not enough to sell these magical shoes. They need to film a thirty second commercial in which a pair of perky breasts in a demi cup are speaking to one another lamenting the fact that another part of the anatomy is suddenly getting all of the attention from men's wayward glances. Amazing. This is not a parody of one of Reebok's other commercials in which the cameraman continually zooms in on the woman's nifty rear end perfectly accentuated by incredibly short shorts while she attempts to authoritatively explain the science behind the shoes. This is in fact real.
I am not sure what bothers me more; the oddly objectifying ad campaign directed specifically to women or the fact that I want a pair. My BFF called me last night and informed me that she was on her way to a second sporting goods store as the first was all out of her size of the Easytones. She was on a mission, one in which the both of us sadly find ourselves returning to on a continual basis, "Operation Ass Reduction," otherwise known as OAR. The Reebok sneakers are only the latest in artillery for a new all out assault on the battle of the bulge.
But, like the stash of Pilates DVDs, in home gym equipment, and women's magazines doling out tired advice, I am not sure the shoes will make much of a difference. Either because of the advertising or in spite of it, we are suckered in to believing we will be more attractive if we use these things. Reebok is not stupid. Even for those of us women who intellectualize our own insecurities, we cannot get beyond the vanity. No matter how degrading the ad campaign may be it does strike a cord in almost all of us of the female persuasion. What woman does not want an ass that looks as good as the one in the commercial?
I may wait to see how well the shoes work for my friend before I pick up a pair. I will just crack open one of my women's fitness magazines and figure out how long it will take me to look like one of their air brushed models. Forever.
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Reader Comments (20)
My problem is just the opposite. I have no ass. Nope. No bootyliciousness at all. Probably due to the poverty and stress diet I've been on. So I'm actually looking for ass doners.
...I know! (said like Monica from hit tv show "Friends":o)... I saw that commercial the other evening and while I had a look of utter disgust on my face I glanced over at my husband and he on the other hand had a smile plastered across his...*sigh*
...You know that this nonsense will never stop. It has been going on for centuries before us and will continue onward long after we're gone. It's sad but like they say, "sex sells"...
...Great post as always! :o)
...Have a great weekend and blessings...
That's a disturbing way to sell shoes. Looking at a woman's breasts for 30 seconds certainly doesn't want to make me go out and buy new tennis shoes!
Happy SITS Saturday Sharefest!
"the oddly objectifying ad campaign directed specifically to women or the fact that I want a pair"
Ha!
And I thought I'd seen it all. Forget the ass, if the shoes would give me a rack like that I'd consider. Seriously,it's unbelievable how low companies will stoop to make a profit, however I don't think that will make any women go buy the shoes. Maybe men will go buy them for the women in their lives?!
Well, Ive had the shoes for a day and have worn for a total of 2 hours....and you cannot yet bounce a quarter off of my tushie............I'll keep reporting in. My bobcats do not seem remotely threatened by my buttocks.....yet. All is quiet on the midwestern front for now...
Jayne - I would feel sorry for you but somehow I don't.
TJ - Sex does sell. Interesting how it's being targeted to women. And, it seems to be working from all accounts.
Rachel - I have a feeling most men wouldn't find the ad disturbing. I have a feeling it was probably a man who thought it up.
Wendi - Glad I could make you laugh.
SuziCate - Yes, if the shoes could work on all fronts they truly would be magic.
Ang - Thanks for dialing in my BFF and Easytone owner. Glad the girls do not feel as though they are in a competition.
Can't Reebok come up with something more original? Jesus. Women have been objectified for YEARS. It's time for something new.
Ok...I want to you know that I was able to watch this video because it was only 30 seconds long - YAY!
OMG...I couldn't stop focusing on the commercial dialogue long enough to even know that it was about sneakers.
First of all, it started off looking like a Victoria Secret commercial for the Wonder Bra.
"Make your boobs jealous???"
OH PAAALEEESE!
Nothing like trying to make women feel more exasperated about keeping every part of her body more attractive for a man.
Do you know what irritates me about this commercial? Why is it done using a man's voiceover for the product? Subliminal message I assume.
What I would really like to see is a commercial using a woman's voiceover about a product for the REDUCTION of a man's beer belly. And perhaps another one for the ENLARGMENT of his penis.
How do like that, REEBOK?????
HA!
GREAT post, Jen!
um, yea... i'm not easily offended either. and uh, i want a pair too.
is that bad?
naw.
oh reebok... trying for a comeback at any cost
EVERYONE seems to be making a pair of these shoes now. Barefoot Technology they call it. BFT, Sketchers, FitFlops...now Reebok?
It's like the Dr. Scholls of the 70's. It worked your calves because they were hard to keep on your feet.
I'm not buying a pair.
And although relatively clever, I'm mildly insulted with the commercial. I would say it's not their best campaign.
Whatever. I want my boobs to be jealous. I want your boobs to be jealous, along with all of the other boobs I see on the street. I'd love for someone's stomach to be jealous also, but that's never gonna happen. I don't get offended by things pretty much ever. I don't think it really makes a huge deal what they put on TV because in all honesty they do it because we like it. People are naturally drawn to nice boobs, and nice butts, and nice midsections. Why would they put someone who looks like me in the ad? Not only wold it prove their shoes are worthless, but no one would watch past the first 2 seconds to even see what they are selling! People who are true individualists don't care about this stuff, the rest of us are just the mass which I'm totally fine with. And, all of us like being admired and thought attractive so, here's to making boobs jealous!
Visiting from SITS! Nice post.
My boobs are already jealous of my calves, that is probably why they are attempting to utilise gravity in order to visit them. Nearly there...
Okay, I'll let you know that men are also hip to worrying about the "lower half". I myself lift weights three times a week, and run 6+ miles twice a week. I just happen to have run Mt. Whitney just over a month ago (and plan on going back next year to lower my time). We're just a vain as anybody else. The "companies" know this, and they prey on this weakness. It's up to each of us to decide whether or not go with "their" program or our own. I myself don't give into their hype, and suggest the same to everybody else. Do what's best for you, and you'll be happier for it.
I just watched the commercial, Jen, and have to say that I am definitely with you on this one....word for word. The campaign is a dud. Why aren't there more women designing marketing promotions for women.
Oh, and if this was actually designed by a woman, I think I'll have to shoot myself.
Wow, that is freaking ridiculous. I'm a little bit in shock. Like who in the hell is that ad being targeted to? I feel like my brain needs a shower now. As usual, love your insight.
BFF reporting in with Easytone usage observations:
1. well, I've worn them for most the weekend and I'm wearing them around the office today. I can feel something in my calves.
2. Still can't bounce a quarter off my rump.
3. My "girls" are still not talking, they know they are way hotter than my bum.
I love a gorgeous body, but I can not for the life of me think of what her ta tas or caboose have to do with shoes.
I wonder if a dude wrote that gem? Hmmmmmmm
Well, God....at least you realize that the models are airbrushed! What's really scary are the ones who actually believe that ANYTHING can make them look like the finished product on those pages!
I too, tend to get very angry at these types of ads. They are so obviously written by and filmed by MEN. Men who have decided what THEY'D like to see. I would truly love for us gals to get equal advertising time. Show me a MEN'S pair of shoes on a smokin' hot guy that will supposedly produce a nice sixpack and a tight butt. How long do you suppose the male ad execs would let THAT commercial air?
It just seems like there's an awful lot of ads out there to improve women....but men? Not so much. What kind of a message does this send?