Part 2 of what might become a tome on commercials that insult their target audience (Part 1 can be found here) features Christopher Moltisanti from “The Soprano’s” telling you that you are not a man. Luckily, in my case he is correct. This is my favorite of young Christopher’s ad-work for 1800 Tequila. Don’t get me wrong, his delivery of “What? Hair tinting?” is impeccable—flawless, really—but I can’t recall an ad as insulting to men everywhere.
It’s easy to write multitudes about the injustices done to women by the media. It’s also easy to claim that men have it made. And although I think that’s true in a lot of very real ways, sometimes something smacks me in the face so hard it reminds me that men are forced into a narrow gender mold too. This 1800 Tequila commercial and the many other ones out there demand that men talk about sports, refuse to wear capri pants, have bad posture, rip the flower vases out of their VW bugs, and have only one friend. If this is seriously the criteria for being a man, well, fuck, I’m a man. Who died and allowed 1800 Tequila to make the arbitrary rules of masculinity?
The most offensive thing about this ad campaign is that the masterminds behind it think it’s actually going to convince men to buy their product. I’m sure it will convince some (“Hey, I’m a man. I want to get drunk. I’m going to go buy some 1800 Tequila!), but God I hope that the vast majority of men will see right through it and ignore this bullshit. Just like that infuriating Dr. Pepper 10 commercial, these ads make the mistake of overestimating how much men care about being “men” while underestimating how intelligent they are. Since, you know, real men are stupid.