Well, the New Orleans Saints have finally come marching into the Super Bowl winner's ring, and we can all be happy that the city which is synonymous with Katrina’s disaster now has some big celebrating to do.
The other annual Super Bowl competition for the best television advertisement was also intense, and the overall themes of the ads left some wondering – is feminism dead? Let me explain that somewhat provocative statement.
Consider first that the professional feminist organizations tripped up big time on the “controversial” life-affirming ad by Tim Tebow and his mom. When the ad was first announced by the evangelical group Focus on the Family, the National Organization for Women and other like-minded ones turned up the volume to screech level, and made a huge issue about abortion and choice. I am sure Focus on the Family and all pro-lifers are now saying “Thanks for all the attention!”
The 30-second Tebow ad was so soft and warm that the pre-game hype by the feminists made them appear a little odd – yet another off-key clamor by groups that apparently had their last original thought 20 years ago. Do we need to wonder why young women of today are quick to say they are not feminists, if the public leaders of the movement are so out of touch as to criticize decent people like Tim Tebow and his mom?
But the Tebow ad was not the only one playing off the feminist intrigue. Did you notice the Snickers ad with Betty White, the “Golden Girls” icon? She epitomized the hip feminist movement of the 80s, getting what she wanted from men and the world with tough Southern charm, even into her golden years? In the ad, Betty is smacked down in the mud by some weekend footballers, who urge their teammate to eat a Snickers bar and stop playing like Betty White. By magic, the old Betty figure turns into a powerful young guy ready to block and tackle. So now Betty White is a figure of macho derision. Another chip in the feminist mantle.
Then there was Dockers, which months ago premiered the “Wear the Pants” campaign, challenging guys to step up, be real men and reclaim the order of the universe. In the Super Bowl ad, a dumb mob marches through the fields in their boxers or briefs, chanting “I wear no pants.” Not sure what that means, but the ad ends by telling guys to be a "real man" and wear the pants - Dockers, of course.
Wait, there’s more!
The Dodge Charger ad didn’t have beautiful women draped over the hood. It presented a more real-life tension and resolved it in favor of the man. After men are shown promising their beloved to be good and dutiful companions (including putting down the toilet seat in the shared bathroom), they are said to draw the line at their car. No matter what his significant other says, a guy will drive his expensive, impractical super-stocked Charger, because he's a man.
And don't miss the wussy guy being dragged by his girl through the mall, quietly carrying bags through all the feminine stores, helpless even to remove the red bra draped over his shoulder. This ad is for FloTV, which apparently would help this guy raise his testosterone level, by allowing him to watch football and other masculine shows on a handheld gizmo.
The message throughout these ads is this: the feminized guy, whose wife keeps him from masculine cars or whose girlfriend is his shopping buddy – is a big loser. Real men wear pants, play tackle, drive fast cars, and defend moms who birthed them despite dangerous odds.
Maybe it's not the end of feminism. But certain cultural icons are being recast, and men are ascendant again in mass media. Yet there's a deeper story. With the advertising business being all about public perception and money, you have to believe that the Madison Avenue execs would not have signed off on this theme if the majority of mainstream American women would be offended.
Maybe the ads are catching on to the "New Feminism" that Helen Alvare talks about in this exclusive Fathers for Good five-minute video, posted on You Tube.
