Have you ever shaved your legs or underarms one day, only to realize the next that you've grown a bit of stubble -- as well as a penis? Man, I really hate when that happens.
That's the message being relayed in depilatory product Veet's new ads, which, in the numerous launch event invites I've received over the past week, are being touted as an "EXCITING NEW CONSUMER CAMPAIGN!" Titled "Don't Risk Dudeness," the three 30-second commercials posted on YouTube involve slim, attractive women who morph into the same chubby, bearded man in the midst of various social scenarios: Getting a pedicure, lying in bed with a hot guy, hailing a cab.
Their crime? Shaving yesterday. For shame.
Not only is the campaign sexist, unrealistic and mildly homophobic, it's also just not funny. Like, at all. In fact, I'm kind of pissed that this post is essentially rewarding Veet with the free press that it really doesn't deserve for serving up such mindless and insensitive bullsh-t. But I guess it's a price I'm willing to pay to shed light on this level of offensive mediocrity in the vain hope that other brands will think twice before going down a similar path. Come on, y'all -- we can do better than this.
UPDATE Wednesday, 2 PM EST:
Veet has removed the commercials from its YouTube account, and posted this message to its Facebook page:
Hi…this is the Veet marketing team in the US. We just wanted to let everyone know, we get it – we’re women too. This idea came from women who told us that at the first hint of stubble, they felt like “dudes.” It was really simple and funny, we thought. To be honest, the 3 of us could really relate to these real-life moments and they made us laugh. Not everyone appreciated our sense of humor. We know that women define femininity in different ways. Veet helps those who choose to stay smooth. Our intention was never, ever, to offend anyone, so we decided to rethink our campaign and remove those clips. Thank you for letting us know how you feel.
The Internet is a powerful place, people.