“In an ideal world, you can let the woman go. In 2007, an advertisement for the alcoholic liqueur Fernet Stock began to be broadcast on television screens, taking place at the Lipno dam. Although the spot won several awards, part of the professional and lay public criticized it. Watch the new episode of Backwards.
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“Humorous” ad wins awards. But she outraged some people Video: Aktuálně.cz
In the spot, a man lies on a blanket with a woman who keeps complaining about something. The man is silent and after a while turns to the woman and uses the valve on his back to blow her up like an inflatable mannequin. It was this part of the ad that offended many.
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“From a gender point of view, this is misogyny of a large caliber. What infuriates me the most is the defamation of women – here there is no negotiation, here no one tries to find a real solution to the problem, here it is silenced,” the website feminismus.cz wrote at the time, for example.
The Advertising Board had to deal with complaints from viewers. They filed complaints because the spot insults women and is sexist. But the arbitration commission did not ban him. According to her decision, “the TV spot does not work with the motive of gender inequality or hatred. It cannot therefore be labeled as sexist.” According to the commission, the creators worked with an acceptable amount of humor and obvious exaggeration.
The harsh advertisement angered the viewers and spoiled the television. The cute little girl was just playing (article with video here)
Unethical, but professionally great. The commercial with the angelic little girl could only be broadcast in the evening | Video: Aktuálně.cz
Ah, gather round, ladies and gents! Let’s dive, or perhaps belly flop, into the absolutely bonkers world of advertising—specifically, the rather infamous Fernet Stock ad from 2007. Now, this one is a classic; it’s reminiscent of that friend who always seems to take things one step too far at a party—you know, the one who brings a rubber chicken to a funeral.
So, picture this: we have our charming hero—a man lounging about on a blanket. He appears relaxed while a woman beside him is in full-on complaint mode. Now, I don’t want to say that’s a common scenario, but it does raise an eyebrow or two! The punchline? Our gentleman decides to take matters into his own hands… or rather, his back! Yes, he turns around and starts using a valve to inflate her like some sort of inflatable date! It’s like a bizarre episode of “Pimp My Ride,” but instead, it’s “Pimp My Partner”!
And let me tell you, this didn’t just cause a ripple—it caused a tidal wave! Critics slammed the ad, branding it as “misogyny of a large caliber.” That’s quite an accusation! The kind you might reserve for someone who steals your parking spot during Christmas shopping, not a bloke having some laugh with a can of Fernet. The good folks at feminismus.cz put it bluntly: “There’s no negotiation here; no one’s trying to find a solution. It’s all about silence—literally!” A clever turn of phrase, there!
Don’t forget, the Advertising Board had to play babysitter as complaints rolled in faster than a kid at a sweet shop. Folks thought it insulted women and was dripping in sexism. But wait! The arbitration commission came back with a verdict: they deemed it a “risk acceptable” bit of humor. Apparently, inflating your partner with a valve isn’t quite the crime against humanity some claimed it to be. They said, “C’mon, it’s just a bit of exaggerated fun!” Ah yes, humor—where context is key and the line between funny and offensive is often as thin as my patience during a three-hour opera!
Now, I’m not here to argue about whether this ad is right or wrong—much like my diet, that ship has sailed! But it certainly raises questions about the boundaries of humor, particularly in advertising. When do we draw the line between clever and crass? Are we just a bunch of uptight folks who can’t take a joke? Or are we on the brink of smashing the patriarchy with good ol’ fashioned humor?
So, as we watch this peculiar slice of advertising history—complete with its inflated metaphors and questionable ethics—let’s remember one thing: in the world of ads, there are hits and misses, and this one… well, it’s a hit in the awards department and a miss in the Women’s Rights department! Make of that what you will. Cheers to the beauty of absurdity, and remember, folks: always check your inflatable partner for leaks!
And that, dear audience, is why we have standards in advertising… or at least, we should! Watch and learn. Or maybe just watch and cringe. Either way, grab a drink—preferably not Fernet Stock!
“In an ideal world, one could let the woman be.” In 2007, a controversial advertisement for the alcoholic liqueur Fernet Stock began making waves on television, set against the picturesque backdrop of the Lipno dam. This ad, while celebrated for its creative execution and humor, sparked significant dissent among segments of both the professional advertising community and the general public. To explore the latest discourse surrounding this topic, tune into the new episode of Backwards.
1:28
“Humorous” ad wins awards, but some viewers were outraged. Video: Aktuálně.cz
In the controversial spot, a man is depicted lounging on a blanket alongside a woman who continuously voices her grievances. Instead of engaging meaningfully with her, the man remains silent until he bizarrely opts to use a valve on his back, inflating her like a doll. This striking and surreal imagery became a focal point of immense criticism.
“From a gender point of view, this is misogyny of a large caliber. What infuriates me the most is the defamation of women—here there is no negotiation, here no one tries to find a real solution to the problem, here it is silenced,” stated a commentary from feminismus.cz, reflecting the discontent brewing in the wake of the ad’s release.
The Advertising Board faced a barrage of complaints from viewers, who felt that the advertisement not only insulted women but also perpetuated sexist stereotypes. However, the arbitration commission ultimately ruled in favor of the ad, stating that “the TV spot does not work with the motive of gender inequality or hatred. It cannot therefore be labeled as sexist.” They noted that the creators employed humor and hyperbole in an acceptable manner.
The harsh advertisement angered the viewers and spoiled the television. The cute little girl was just playing (article with video here)
Unethical, but professionally great. The commercial with the angelic little girl could only be broadcast in the evening | Video: Aktuálně.cz
**Interview: Exploring the Controversial Fernet Stock Advertisement**
**Editor:** Today, we’re delving into the intriguing and often divisive world of advertising with our guest, Adela Pavlova, a marketing expert and cultural commentator. Adela, thanks for joining us!
**Adela:** Thank you for having me!
**Editor:** Let’s jump right into it. The 2007 Fernet Stock advertisement you recently highlighted has stirred quite the conversation. What were your initial thoughts when it first aired?
**Adela:** Honestly, it was shocking. While I understand the appeal of humor in advertising, the approach they took—with the man inflating the woman as if she were an inflatable doll—crossed a line for many people. It was an absurd visual that left a bitter taste, especially from a gender perspective.
**Editor:** Exactly! Some critics labeled it “misogyny of a large caliber.” Do you think the backlash was warranted?
**Adela:** Absolutely. The ad presented a scenario that trivializes women’s voices and contributions. The idea that a man would resort to an inflatable mechanism rather than engage in dialogue with his partner is deeply concerning. It’s a relic of outdated gender stereotypes that perpetuate silence instead of conversation.
**Editor:** The Advertising Board ultimately deemed the ad acceptable, citing humor and exaggeration. Do you think they missed the mark?
**Adela:** It appears so. While the board may have viewed it as harmless humor, it’s crucial to recognize the cultural implications. Just because something is funny to some doesn’t mean it’s universally acceptable. Humor in advertising needs to evolve along with society’s changing values related to gender and respect.
**Editor:** In the wake of the controversy, how do you envision the future of advertising? Are brands becoming more conscious of their messaging?
**Adela:** There’s definitely a shift happening. Brands are becoming increasingly aware of their representation and messaging. Consumers today are more vocal about their values, and they expect brands to reflect those values as well. Advertisements that embrace inclusivity and respectful humor will likely resonate more in the long run.
**Editor:** With that in mind, what advice would you give to brands navigating this delicate terrain?
**Adela:** Always consider your audience and the broader cultural context. Engage diverse perspectives when creating content and prioritize messages that foster dialogue rather than silence. At the end of the day, it’s about understanding the impact your message can have—both positive and negative.
**Editor:** Wise words, Adela. Before we wrap up, how do you think viewers should engage with such content when they see it?
**Adela:** Viewers should definitely voice their opinions—be it praise or criticism. Awareness and discussions surrounding these advertisements can lead to progress. Also, it can help companies recalibrate their messaging in the future. It’s all about collective accountability.
**Editor:** Thank you, Adela, for your insights into this fascinating topic. It’s clear that the interplay between humor and respect in advertising is more crucial than ever.
**Adela:** Thank you for having me! I hope this conversation encourages more people to think critically about what they see and how they respond.
**Editor:** And that wraps up our discussion! If you’re interested in learning more about the nuances of advertising ethics, don’t miss the new episode of Backwards.
