(Watch the ad before reading as to better understand what I’m talking about.)
As you can tell from the ad, Dr. Pepper’s creative team seemed to not understand what they we really portraying. First off, it created this “ideal man” that was supposed to be what every man should be and act like. This action-adventure manly man is shooting guns and fighting ninjas, just like the average man would do obviously. This overhyped action-adventure extravaganza portrays men in a light of being these violent and senseless animals.
This ad doesn’t only generalize men but women as well. The man in the ad says, “This is our movie” generalizing that all men must love these action-adventure films but it also saying the women can’t enjoy those types of film. It generalizes women again when it goes on to say that women can “keep [their] romantic comedies and lady drinks to themselves.” This ad just overgeneralizes what men and women are. Men are these burly men that only like guns and violence while women are just fragile, weak romantics.
I understand what the ad is getting at; Dr. Pepper is a drink that is most commonly purchased by women. So, the company is trying to widen their consumers by specifically targeting men by creating an ad that a stereotypical man would enjoy. The funny thing is after this ad came out not only did sales from women drop but so did sales from men. This ad backfired and in the end tarnished Dr. Pepper’s name showing them as a sexist company.
After this huge fallout with this ad, Dr. Pepper ended up taking down this ad. Believe me, it took some searching to find that really poor quality version of the ad. Overall, this ad reinforces the gender roles we see in today’s society. It portrays what our society/the producers believe a man to be while also excluding women from their product and insulting both sexes.