Masculinity is a fragile thing. Even something as seemingly innocuous as foamed milk is capable of destroying it. At least, that’s what many companies and advertisers believe, which is why they appeal to men by tearing down women and anything associated with women (including men who relate to women). I’ve come across a few good (and by “good” I mean “terrible”) examples of this tactic recently, which I will now share with all of you.
The theme of Dockers’ new campaign is Put a Pair of Khakis on, You Pussy!
Dockers reminds men that their manhood is UNDER ATTACK! – by coffee shops trying to sell them girlie drinks, by women opening doors, and by food options that do not clog their arteries. “The world needs heroes!” – to save the planet from the threat of androgyny. There is so much pathology here it’s hard to know where to begin.