The Sexist

If The Dodge Charger Made Ads For Oppressed Women


Last Superbowl Sunday, Dodge staged a rallying cry for all men who feel oppressed by the demands of the modern heterosexual relationship. "I will put the seat down. I will separate the recycling. I will carry your lipbalm," emasculated Dodge guy announces, before reclaiming his masculinity by getting behind the wheel of a Charger.

What if Dodge focused its ad on all the demands placed on the modern woman, in the hopes that a healthy reminder of that other gender-based oppression might inspire women to go out and buy a big fucking car? What would the demoralized Dodge woman say? According to this female response to Dodge, written and directed by MacKenzie Fegan and shot by Paul Yee, she would say: "I will watch Superbowl commercials that depict men as emasculated and depressed, and I will feel so fucking sorry for you." Full transcript after the jump.

I will get up and pack your lunch at 6:30 a.m. I will eat half a grapefruit for breakfast. I will get the kids ready for school. I will ignore your smelly loser friend who is crashing on our couch. I will make 75 cents for every dollar you make doing the same job. I will assert myself and get called a bitch. I will catch you staring at my breasts but pretend not to notice. I will put my career on hold to raise your children. I will diet, Botox, and wax. Everything. I will assure you that size doesn't matter. I will be a lady in the street but a freak in the bed. I will turn a blind eye to your ever-encroaching baldness. I will humor your Fantasy Baseball obsession. I will pretend not to notice when you cry at the end of Rudy. I will watch TV shows where fat, stupid, unattractive men have beautiful wives. I will allow you to cheat on me with other women. I will see Paul Blart: Mall Cop. Twice. I will elect male politicians who will make a decision about my body. I will listen to Rush and tell you, yes, if there were a gold metal for air-drumming, you would win it. I will get angry, and you will ask if it's that time of the month. I will watch Superbowl commercials that depict men as emasculated and depressed, and I will feel so fucking sorry for you.

  • Gizmoduck

    The original ad is not really that offensive. Overreaction to nothing.

  • LeftSidePositive

    No, Toysoldier, The Dodge ad does NOT satirize men's relationships. It does not hold their vices up to ridicule or scorn. It APPROVES of their vices and enables their immaturity and rudeness. Not exposing or discrediting, so not satire. It just bashes women to sell cars. Period.

    The women's ad is not satirizing the commercialism of the men's ad, it is satirizing the petty shit the men are complaining about, hence why recommending a product is not necessary. That would reduce it to a cheap parody that would only say, "Men want cars! Women want chocolate! Hahaha..." LAME!! The point of the satire here is much stronger--the attitude of many men that they can vilify their girlfriends/wives for wanting a modicum of respect and consideration IS NOT ACCEPTABLE. And, frankly, the stuff the men complained about in the Dodge ad were NOT legitimate complaints. At all. Hence why they deserve a biting satire.

    I hate to break it to you, but these aren't just "typical feminist complaints"--they are real problems that women have to deal with every day. I'm sorry if it's inconvenient for you to be reminded of these facts, but I suspect that's because you don't like women very much and wish we'd shut up. Well, sorry, but no.

    As for the more lighthearted complaints in the women's d, "I will pack your lunch," "I will ignore your smelly loser friend," and "I will tell you size doesn't matter," these are there to point out that EVERYONE makes accommodations for their significant other, and showing that it's immature of the men to act like they need to make a "last stand" as though the little things men complained about in the Dodge ad were such unique and significant burdens (they're not).

    Please, read "A Modest Proposal," at least, and THEN come back and try to talk coherently about satire. If you're not familiar with it, it is widely regarded as the greatest work of satire in the English language. And, yes, it deals with "typical Irish complaints" and it is forceful in "attacking" the English for their policies. That's what makes an effective satire.

  • Dawn.

    Now, if you read that, and you think “You’re just a manpologist, it’s hilarious satire and the original is a women-hating piece of propamanda,” well then maybe you should be in a relationship with someone who likes to call you a bitch when you stand up for yourself.

    Actually, I never said that the original Dodge ad is a "women-hating piece of propaganda," and neither did the majority of feminists who critiqued the ad. Where did you get that? What I said, and read, is that the original ad was a cynical manipulation of masculine anxiety while simultaneously stereotyping modern women. It was a blatant attempt to stir male panic in order to stimulate sales, and it's offensive to both men and women. How does that sound like "women-hating piece of propaganda"? Because it doesn't.

  • Dawn.

    It’s also sweet when people who don’t understand feminism and can’t be bothered to learn put us in our place by saying they’ve finally, after (fill in the blank), lost all respect for feminists.

    Very good point, Em. Cosigned!

  • Toysoldier

    I suspect that’s because you don’t like women very much and wish we’d shut up.

    To the contrary, I do not know half of you half as well as I should like; and I like less than half of you half as well as you deserve.

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  • Drew

    There's a real Charger ad made for women too yaknow...

    The author might want to check it out.

  • Tanyae

    I was just as put off by the response ad as I was the original ad. Does one side win by proving it has it worse than the other ?? It bothered me because instead of mocking Dodge, it mocked men! And does so with stereotypical insults that were prevelant in the orginal ad. The feminist response is to classify men as overpaid, sports and sex obsessed, dirty, unfaithful, under-endowed/balding (body shaming makes me sick).. Fight one sexist commercial with more sexism? Thats not how feminism works in my book.

  • Muffin

    I made my own response to the Dodge Charger ad. I don't mean to be too self-promoting, but I hope you like it?

  • bellacoker

    What I find disappointing is that no one seems to be telling men that they really don't have to do all of the things the Dodge ad, and culture more generally, says they don't want to do.

    To me feminism is all about reinforcing that we are full and autonomous human beings, and we spend a lot of time giving each other permission to NOT do things, you don't have to stay in a marriage that is not good for you, you don't have to have kids, you don't have to spend your whole career as a secretary for people who aren't as smart or talented as you are, you don't have to shave your legs in order to not be acceptable, etc.

    So, women have gotten to a place where performing the cost-benefit analysis and making these kinds of choices is commonplace, and men, are still being told, by men and women, that they have to shave, go to work, eat fruit? or whatever to be acceptable human beings, and what is worse, they are still buying into and have no support system to help them process the feeling that this is bullshit.

  • proud2bwoman

    As a woman, I think women seriously need to get over themselves and start worrying about things that matter more than how to hate on men and get back at them through snarky comeback ads. We don't have problems. People in Haiti have problems. Really, put your privileged lives into perspective and start doing something about the issues that really matter...

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  • LeftSidePositive


    It is most certainly NOT bullshit to tell people (of either gender) that they should go to work, be civil to others, take their SO's call, clean up shared spaces, eat fruit etc. None of this is "anti-feminist" at all--these requests aren't subjugating anyone, aren't unfairly constraining anyone's ambitions, aren't setting unattainable standards of appearance or behavior (in contrast, the things feminists say women shouldn't have to do ARE unfair in those ways). The things that the guys were complaining about are basic responsibilities that any decent, civilized human being grew accustomed to sometime in adolescence at the latest.

    It's not "oppressive" to expect someone (of either gender) to go to work--if you want food to eat and a roof over your head, you will need some source of income. It's not "oppressive" to advise someone to eat fruit--it's a simple and tasty way to take care of your body. I'm sorry if your arteries are "oppressing" you, but that's just how physiology works. It's not "oppressive" to expect someone to take a call, clean up after themselves, or be civil to someone else--that is just simple kindness that everyone should give and receive in return. I would laugh at anyone (male or female) who tried to claim they should be "liberated" from basic responsibility and respect for others.

  • bellacoker


    I understand what you are saying, but it seems to me women are currently in the same place men were in during the 2nd wave. Men are saying, "There is something wrong with our lives." and they are looking around and trying to find out what it is. Sure, the way they are saying it is offensive to women and they might attribute the problem to women forcing them to be respectful and responsible, but whatever they decide, men deserve the space to work these problems out for themselves.

    While we are calling out offensive commercials, I think we should also remind men that we have questioned our gender roles, we feel that our lives are better for it, and that they can too.

  • LeftSidePositive


    That's my point--there ISN'T "something wrong" with the lives being presented in the Dodge ad. They don't even have anything to do with gender roles. EVERYONE has to learn to be respectful and responsible--it's just a part of growing up. Frankly, people should "work these problems out" in HIGH SCHOOL...maybe college for the finer points.

  • bellacoker


    We might feel that there is nothing wrong with the lives these guys have, but everyone has to decide that for themselves. There is nothing wrong with being a wife and stay-at-home mother, but I would find that role oppressive. There is nothing inherently oppressive about chemically-straightening your hair but that is a rallying point for many African-American activists.

    I am definitely not comfortable telling men that whatever they are unhappy with in their lives is just part of growing up, because "adult" is not a term whose meaning is set in stone. The men in the commercial and, I guess the men they are supposed to represent, look unhappy and unfulfilled. I'm sure we can agree that the answer to that dilemma is not a fancy, masculine car, but "learn to accept your suffering" doesn't seem like a good answer either.

  • brooks

    I think it's ridiculous to say the Dodge ad is "bashing women". Pick up a copy of Fight Club and you'll have a better understanding of what Dodge is trying to tap into: the mind-numbing monotony of middle class American life. It's not about hating women, it's about standing against a culture where being a man has no connection to the evolutionary-biological drives that took thousands of years to develop.

    There is no challenge or danger to modern life. The traits men depended upon for basic survival now lie dormant, hence the dissatisfaction with the current sedan-office-sedan-couch lifestyle.

  • Keith Whitener

    The one about size not mattering doesn't seem fair. Men have no control over that. It would make them feel very bad. It's completely different from a selfish partner.

  • Christopher

    As a feminist man I feel really offended by this. I'm not part of this movement to be blamed and insulted on the basis of my gender; feminism is meant to be about equality. Men cry and feel depressed sometimes, and I don't judge either women or men for doing so.

  • SansCilice

    I find the Dodge ads to be mildly offensive so I was excited to watch a feminist send up of them. Unfortunately this response piece is a satirical failure-- no matter which definition of satire you use-- because it makes no 'mockery' of anything at all. There is not a single bit of humor in the entirety of the 76 seconds. Perhaps the creators of the video would have been more successful if they had responded to the Dodge ad's representation of the small-potatoes sexist assumption that wives are naggy with examples comparable in scaled.
    Instead this is an embittered and saddening performance that actually reifies the message of the Dodge ad (by portraying women as hypersensitive about smelly men and birth control alike) and-- more importantly-- is damaging to feminist goals at large. Firstly, by using a variety of women to deliver the passive-aggressive list of begrudgements, the video homogenizes feminist concerns and implies that all women feel the same way about these concerns, that all feminists share the same views. This is a shame because while the most basic goal of feminism is to create women's equality, the real meaning/condition of equality for women is that women as individuals will have as many choices and as much personal agency as men. There is no single best species of feminism, just like there is no single best ideal of Woman.

    Secondly, and much more problematically, this video portrays women who deny themselves power and act against their beliefs, intuitions and desires. The statements about voting and staying in an unhappy unfaithful marriage are the most angering in this respect. People can vote for whoever they want to (even if they lie about it afterwards) and no one has to choose to stay in an unhappy marriage. Not only are these statements awful portrayals of women, they are also largely responsible for this videos failure at satire. The Dodge ads that this video responds to features instances of men responding to women's requests for behavior which will make a difference to their personal co-habitation and implies that the men are emasculated by the women's requests. Though the 'satire' piece does site legitimate instances of women's disempowerment (wage discrimination)it ultimately portrays an image of women psychologically hindered to the point of incapacity, sometimes in response to demands that don't have anything to do with the day-to-day husband/wife relationship that the video attacks. This is a terribly distorted depiction of the impact of patriarchy and sexism on women, and the women who collaborated to create this video as a form of feminist action should be well aware that even the patriarchy isn't capable of erasing women's power to act.

  • Alex

    I see no sexism in anything,women should be what they are and men what they are.It's the differences that makes us bond.The video is awesome though.

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