Ad Nut
Dec 3, 2015

Will beer ads ever escape gender stereotypes?

From Ecuador: ‘Amigos y Rivales’ from Cerveza Pilsener by McCann Ecuador

Will beer ads ever escape gender stereotypes?

The aim of this campaign is to promote the brand's new cans with soccer designs.

McCann Ecuador says this spot is a “deep dive into the rivalry between men when it comes to soccer, even among best friends”. But Ad Nut thinks this testosterone-filled ad does nothing more than reinforce gender stereotypes. Also, Ad Nut couldn’t help but notice some homophobic undertones—as seen in the fake drown and rescue scene. Did you notice too?

Also, this isn’t an original idea. In 2013, Guinness portrayed a better vision of male friendship based on both kindness and physical strength. That poignant ad has since been viewed 8 million times on YouTube. Please take a cue, creators of beer ads. 


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