via janie, of inside-the-sparkling:
so, apparently, Levi-Strauss, the parent company of Dockers, thinks the world would be a whole lot better if men would just put some pants on and stop being such pansies*. fuck them. here’s the letter i’m trying to send to them. i’m getting errors on the website, but i’m publishing it here and sending it to many people. if you want to send your own, here’s the place to do it.
12/10/09 quick update: i was able to send the email just now. so, whatever was up with the feedback site yesterday has been cleared up and this has been officially communicated to the company.
The “Man-ifesto” ad campaign you’re currently running for your Dockers brand is one of the most backwards thinking and uncreative approaches to marketing I’ve seen in quite a while. Apparently, your marketing team doesn’t care about at least 52% of your customer base – women. Women make up 52% of the world’s population and more than that of shoppers in the US. This campaign is totally dismissive of women’s contribution to society, suggesting that everything would be okay if they would just cede control to the big men who have been cast aside in the pursuit of fancy coffee and salad bars.
Just to be clear, I’m not offended by your ad. I’m contemptuous of it and its attempt at humor. Belittling women and our contributions to society is not innovative, or cutting edge. In fact, it’s been used as a way of promoting male power and dominance in the world for thousands of years.
If your advertising team really wanted to be edgy or creative, they would consider speaking out AGAINST entrenched stereotypes of men and women and encouraging more diversity, instead of less.
Please consider me and my household one less customer, as I will not be buying your products again if and until this ad is pulled and a full apology issued to the public.
This letter will also be published to my website and sent to many people via email. You may not think this is much of a threat, but you’d be surprised how much influence a few women can have.
*Here’s a screen shot of the ad, in case you don’t want to click the link and give them traffic. Do notice that dockers are, in fact, marketed to both men AND women, as the tabs above the ad reflect. I guess the marketing team missed that.