This clip shows a man driving home from a climb on a cliff.
The new Land Rover Defender has arrived and the initial response is positive. Except for the way Land Rover markets the Defender to the United Kingdom, at least some people are aware of it. A report by The Daily Mail points out a tweet from Mariella Frostrup of the United Kingdom, who strongly criticised the automaker’s exclusive use of a male in its Defender advertisement.
The video opens with Kenton Cool climbing a Kazakhstan cliff. Mr. Cool, his real name, is an adventurer who has scaled Mt. Cool has climbed Everest 14 times. He is greeted at the summit of this mountain with a message asking him where he is, and a warning to not be late. You can guess that he returns to the Land Rover Defender and plots a route of 4,440 miles home. The rest of the commercial is Mr. It’s cool to blast through any terrain. You can view the entire clip here.
Ms. Frostrup’s tweet shows that the complaint is that the commercial doesn’t include enough female adventurers. Land Rover’s advertisement campaign is described by her using the hashtags #everydaysexism, #misogyny, and she received a lot of support online according to the Daily Mail. There were also some people who thought she was creating controversy when none existed. This tweet came from Suzy Hillier (a self-proclaimed feminist).
A spokesperson for Land Rover responded that the automaker uses male and female role models in its marketing efforts. This Defender advertisement campaign is also featured in this video.
Britain banned a Volkswagen Golf commercial in August because it contained potentially harmful gender stereotypes. This short clip showed men doing more adventurous activities, such as camping on top of a cliff. Women were shown sitting in a kitchen or on benches in parks.
Although the Land Rover commercial is masculine, does it justify Ms. Frostrup’s claim of misogyny or sexism? Words that, by definition, include active discrimination and prejudice towards women