Sexist Super Bowl ads.

Oops they did it again!

The ladies over at Momlogic.com give us a look at this year's misplaced Super Bowl ads.
It's interesting to note that Dove - for years at the vanguard of gender equality and a beacon of light in the banishment of stereotypes - is on the list too!

Dove recently launched Dove Men+Care a range of personal care products for men. With it, Dove again uses positioning based on gender peer identification to attract men to the brand. I understand why the ladies at momlogic.com don't particularly like the Dove Super Bowl ad (nor do the guys over at Guardian.co.uk, by the way). It's not original nor creative, and it does go through the whole list of stereotypes - for both genders - in less than a minute. But it does have a positive, empowering take-away, so we'll give them credit for that.

Come on Dove, we're still looking to you to go beyond the standard cut-and-paste approach, to inspire us and to break new ground! Don't loose us now!