I wept a little for America when I first saw this 30-second spot for Summer’s Eve over the weekend. As you probably know, Summer’s Eve (which I frequently mistake for ‘Whitney Eve,’ The Hills alum Whitney Port’s fashion line — sorry, girl) is a line of ‘feminine hygiene’ products used to rid your crotch of funky smells — you know, the ones every sex ed class/doctor/women’s magazine has warned you never to use. This particular ad, entitled “Mistaken Body Wash,” is for Summer’s Eve cleansing wash, which is basically mild baby soap.
Let me walk you through the complex plot. A man and woman, who are presumably in a co-habitating relationship (read: long-term) are getting ready in the bathroom. While the guy is lathering up in the shower, the lady starts spitting out back-of-the-bottle info as only people in commercials can do: “Did you know Summer’s Eve cleansing wash is pH-balanced and gentler than soap, which makes it perfectly formulated for a woman’s V*?”
“Huh?” the man asks, perfectly perplexed.
“…Did you know you’re using it?” He freezes. The camera pans down to reveal the soapy contraband: Summer’s Eve cleansing wash in — dun dun dun — DELICATE BLOSSOM SCENT.
Commence the man engaging in log splitting, raw-egg consumption, a basement drum session, boxing, belly flopping, pulling a car tied to a rope by the teeth, soldering a metal warrior helmet to wear while mowing the lawn and beer-can crushing. You know, MANLY THINGS. Because who knows what could happen if that boy continued using a mild body wash meant for ladies, but I’ll tell you this much: It definitely involves growing a V.
In all seriousness, does anyone else find this level of sexism and immaturity disturbingly offensive? It’s one thing to advertise certain products towards females or males — but to me, this feels like total isolation of an entire gender. Also, since when has making a product seem as terrifying and emasculating to men as — oh, I dunno, erectile dysfunction? — been considered an effective marketing tool? Maybe if Summer’s Eve could just woman-up and print “VAGINA” somewhere on the front of the bottle, none of this mayhem would’ve happened in the first place. BOOM!
Sorry, Summer’s Eve. I am disappoint.
*Female genitalia is way too dirty to be referred to as anything more than a single-letter abbreviation. The more you know…