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Unapologetically Sexist Ads: “Anyone Can Drive a Man’s Car” But Not Women

October 18, 2018
Screenshot of Toyota Egypt’s latest campaign ‘Made for Men’.

Last month, Toyota released a video campaign showcasing its latest model of the Fortuner series under the name ‘Made for Men’; a phrase the is demeaningly flat-out sexist. The copy of the advert reads as follows: “The 21st century man doe not need to hunt for lunch. Simply, because he can have his lunch delivered to him. As such, opportunities to use his raw power are limited. To opening stubborn jar lids, or carrying up four grocery bags at the same time. It’s true. These days, it’s harder for a man to liberate his man-side. But rest assured, he knows how to use his power.” ‘Made for Men’ campaign was videos more than 7 million times on Facebook and YouTube. It was interesting to see that fellow men have noticed the sexism in the advert and called out Toyota. I say interesting because when it comes to sexism in Egyptian ads, the audience and the brand often turn a blind eye to it. Egypt’s advertising industry is known to advocate one overly used adverting appeal: humor. Egyptians are known for their sense of humor, and for brands to appeal to the…


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