Watching TV one night, a Summer’s Eve commercial came on that stunned me. If you do not know what Summer’s Eve is, it is a brand that creates feminine hygiene products. In the commercial, you see a woman getting ready in a bathroom while her husband is showering. She quips that instead of bathing with a typical cleansing wash, he is actually showering with a product “perfectly formulated for a woman’s ‘v.'” This in turn causes the man to freak out because what is worse than showering with PH balanced soap that is meant for a woman’s vagina (hence the “v” because no one would ever dare say vagina on television)?
The freak out caused by using this gentle wash forces the man to take on macho pursuits, from chopping up wood with his bare hands to mowing the lawn, to even pulling a car rigged by a rope with his own teeth. Nothing is apparently more emasculating than using a vaginal wash. When he is done with these macho tasks, he crushes a beer can on his head and his partner tells him “that was close.” Yes, so close to crushing his manly self!
What bothered me about this commercial was, firstly, that she mentions a vagina as a woman’s “v.” Reading other peoples comments on how they wish they could use the correct anatomical word instead, I think that what I did not like the most is that it sounded plain stupid. What woman calls their vagina their “v?” Not me, at least. Why not lady parts instead?
The other thing I did not like, and probably the most outrageous part of the ad, was that so much focus was placed on the man and not the woman! This is an advertisement that tries to appeal to women by…telling them that men are “sissies” if they use a vaginal wash? We already live in a culture that tells men that they are “pussies” AKA people with vaginas AKA women AKA weak people if they are feminine, and yet we have an advertisement for a product directed at women pointing this out.
I truly believe this advertisement was thought up by a group of men that thought it was funny. Playing it over for my dad to watch, he chuckled. The male actor in the commercial had some silly parts to be sure, but as a whole, I am not sure if Summer’s Eves’ marketing team understands their buyers. To watch the video, click here!