This advertisement for Miller Light claims to enter the mind of two men sitting in a bar enjoying a beer. They are talking about what Miller commercials should be like and begin to visualize two women, who get in an argument over what exactly makes Miller so great. Quickly this escalates into a full-on brawl, until by “chance” their clothes come off when they’re in the fountain. In bra and underwear, these women continue their fight until they moves to what appears to be a pit of wet cement. The fantasy-esque commercial ends with the “perfect” ending: the women making out.
I find this commercial to be very offensive and I am relieved that it was banned from television. Frankly, the way that Miller Light supports the objectification of women for the success of their beer sales is disgusting. I believe that Miller knew that they were going to offend women when they decided to run it as a commercial, so they tried to redeem themselves by framing. Miller shows the women’s fighting scene in its entirety first, and then draw back by having the men express their personal opinions–not Miller’s, no way!–as to what people would want to watch. The targeted audience, as expected, is men. As Beauvoir has said before, women are thought of by men “as a sexual being. For him [men] she [woman] is sex–absolute sex, no less” (de Beauvoir, 33). However, the women who starred in this commercial are entirely culpable for this display of sexism, because they let themselves be objectified. If they treat themselves as objects, men will treat them as such, just as this commercial enforces.
de Beauvoir, Simone. “The Second Sex: Introduction.” Feminist Theory Reader: Local and Global Perspectives. Ed. Carole R. McCann and Seung-Kyung Kim. New York: Routledge, 2003. 32-40. Print.