WATCH: Sexist beer ad sparks social media backlash
Goldstar's latest commercial annoys quite a few women and men, who launch their own campaigns against the brand and the company marketing it.
The commercial shows three young women entering a bar. They are offered three seats, except one of them is in the corner – and according to superstition, if a woman wants to get married within seven years she should stay clear from corner seats. After the three women race towards the two other seats to the sounds of Wagner's Wedding March, a young man casually takes the corner seat and signals at the barman. The commercial ends with Goldstar's years-long slogan: "Be thankful that you're a man and have a drink."
Some women and some men have decided not to keep quiet this time.
"We've decided to respond to Goldstar's magical commercial. Be thankful that you're a woman and drink whatever you want, wherever you want," states a protest clip created by Ensemble Malkot. The clip shows three women running towards a woman sitting at a corner seat in a bar – not in order to move her from the corner but in order to push away the Goldstar beer she is drinking.
The protest has been joined by a Facebook page called "Be thankful that you're a woman," which invites women to post pictures of themselves with beer – any beer except Goldstar. The page already has more than 5,300 followers.
Another response to the Goldstar ad has been posted by the Be'erech standup group. The clip shows three men drinking beer while one complains about his reserve service, the other about his job and the third one about his trouble with women. They are approached by an ultra-Orthodox man who asks for a lemon and drops it into a large bottle of coke. The clip ends with the slogan: "Be thankful that you're a haredi and have a drink."
The Na'amat organization for working women has launched its own campaign against the Tempo company, which markets Goldstar, and is calling on the public to boycott the beer. The organization released the "director's cut" of the commercial.
According to the Na'amat campaign, "This what Tempo thinks about women. Jack, the Tempo chairman, gave us a simple brief – to humiliate and put down women as much as possible. It will make us a lot of money. It's important to say that the commercial originally started when the curly-haired woman destroyed her car while parking. That's because the dumb woman came out of the kitchen. The audience loves it, it's stupid. The best thing is to show sexy girls beating each other up. It a best seller.
By the way, instead of 'be a man and have a drink,' we wanted to use our motto: 'A Tempo bottle in the fridge is better than a barrel in the kitchen.' In any case, it's important to say that we are not presenting women as barbaric or primitive, and definitely not as believing in superstition and willing to break their limbs for it, but simply as pathetic and miserable. Absolutely. I hope we get a bonus from Tempo for this ad."
The Na'amat campaign ends with the slogan: "Tempo doesn’t want me? I don’t want Tempo!"
