I don't see many adverts on TV these days as I rarely watch TV in it's 'on at the time' format. Sometimes if I'm lucky, I catch some TV adverts when in the gym or watching 4OD. I occasionally use London Underground and see advertising there sometimes, but mostly not.
So what have I see that pisses me off?
I have never really understood why Iceland have stuck at their 'Mum's gone to Iceland' slogan for so long.
Ode to an Iceland mum from 2011
What do we have?
- women do the food shopping
- women prepare the meals
- women have children
- women are straight
- women only don't do the cooking when it's a BBQ - men do that cooking.
This seems pretty standard from the ones I've seen for Iceland.
I'm not expecting Iceland to become the leading light in being less sexist / more racially diverse / less heteronormative. It would just be nice to see something different than the usual shit. I don't shop at Iceland - I don't really use our tiny freezer - but I sure as hell wouldn't when they advertise in the way they do.
