Is This Newcastle Brown Ale Ad Sexist?

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Newcastle Brown Ale is taking some heat for a new commercial that some believe is sexist. Created by ad agency Droga5, the "No Bollocks" spot ends with the punchline: "Why do we focus so much on our brewmaster's hands? Because she is not an attractive woman."

Charles Van Es, brand director for Droga5, explained the rationale for the ad:

"With this campaign we are going to be very honest with our consumers. Our guys know it when they are marketed to, so we believe it's time for a beer brand to give it to them straight, just like their best mates would do. The people of Newcastle, England—Geordies—don't take themselves too seriously, love a good joke, and most importantly, they tell it like it is. Our ads celebrate these traits by using a no-nonsense approach, where we are not over promising anything."

Here are the top YouTube comments about the ad:

Newcastle

Discussion Starters:

  • Why would some people consider the ad to be sexist? Do you agree with this view? Why or why not?
  • The brand manager for ad agency Droga5 described the brand strategy. To what extent does this explain the commercial?