Nike tries to upset the ladies. New video campaign.

Earlier today I came across Nike’s new video campaign for their woman’s division. The video goes on about how women are unfit to do sports, math, and should never sweat. It purposely insults, and also gives an early 40’s feel in order to (hopefully) remind women not only how far they have come, but also to fully squash any remaining stereotypes once and for all. I’m not so sure that it will get the results that they are looking for.

If you are a woman the video will watch something like this.

By the time you reach :17 seconds, you will already have a look of disgust on your face. Unless you are a testosterone heavy man … where you will slightly giggle.

At :28 seconds, as a woman, you will be even more disgusted. If there is anything that I know about the ladies (which is very little mind you) it’s that you cannot insult their intelligence. As a man, you look around to ensure that there is not a female within hearing distance, and perhaps pause it.

At :40 you have by now noticed the not-so-subtle words and phrases used in the background like the “idiot” that popped up briefly, and “sit still”, “obey” and “shhh”. 

At 1:00  - “you assholes”

At 1:30 - “okay this is just stupid”

By 2:00 - you are thinking …. what at this point ?

Perhaps it’s just me, but I can’t imagine that the same source that is pissing you off is going to drive a call to action at the end. 

Let’s say I walk up to a woman and begin to insult her. Then I say,
“yeah, let’s go back to my place and you can prove me wrong about all those things I said.” 

Not going to happen. Insert _ #fail

Can I get some female perspective here ?