The ad says ‘Belvedere always goes down smoothly,’ but that in all likelihood is just wishful thinking now that the vodka maker has been forced to do a rapid about face after it posted an ad showing a frazzled woman gasping in the clutches of a man. It might look like playful to a certain kind of man but in the current political mileu it hardly goes down as too smooth which is in fact what the vodka maker had ironically in mind when it first came up with the ad.
At the time when the ad came out so negative were reactions the vodka maker had to literally jump over hurdles to get the ad down from social media platforms. Unfortunately for Belvedere it wasn’t fast enough and at the end of the day the vodka maker has been caught tacitly approving violence against women and heightened the stigma that women are ultimately at best nothing but sex objects that go with one’s stiff drink.
But as one astute commentator reflected:
However, we both agree on one thing: this add hurts men because:
1) It encourages the prevailing feminist narrative that masculinity is predatory and violent.
2) It justifies sexist treatment of men by law enforcement, because if masculinity is intrinsically predatory and violent, then “dominant agressor” laws that presume male guilt make sense.
3) It justifies sexist treatment of men in family court, because if masculinity is intrinsically predatory and violent, then presumption of paternal inadequacy makes sense.
4) It justifies sexist treatment of men in criminal court, because if masculinity is intrinsically predatory and violent, then a lower bar for a male “guilty” finding (compared to female) makes sense.
5) It justifies the crazed mass-exorcism of maleness from boys in K-12 public schools ( including compulsory administration or Ritalin and other personality killing drugs) because criminalizing masculinity is HELPING the boys, since masculinity is a dirty and dangerous thing.
Let’s hope you have the courage ladies to have a Belvedere on the rocks in the future and if you don’t never mind, there are bound to be many other choices….