Advertisements have a tried and true formula: take what you are trying to sell and sexualize it. It doesn’t matter if it’s a car, a beer or a hamburger, marketers will sexualize anything at all. We’ve mostly become numb to this, because it’s everywhere. If your friend told you that drinking Coors Light will get you laid, but an I.P.A. won’t, you would say that’s the most illogical thing you’ve ever heard, but it doesn’t really phase us when an ad makes that exact claim.
So how do you wake people up about this? Easy: recreate the ads with gender roles reversed: