Underwear brand Stonemen has launched an interactive video featuring a woman masturbating to an image of the viewers in Stonemen jocks. Well, actually the viewer’s face superimposed on the body of another man in the jocks. (No, I won’t be linking to it, but it’s not hard to find).
The social media campaign invites users to upload a photo of themselves, which then appears in the video.
According to Mumbrella, this is the censored version. Of course that could be part of the spin, given the full version doesn’t seem to exist anywhere on line including You Tube. See how the boys at Arnold Furnace and Stoneman market vouyerism as a thing of beauty.
“Making a film about a woman who gets naked seemed like a fruitful place to start… said Tom Spicer, joint national creative director, Arnold Furnace.
“”The high production values of the film reflect Stoneman’s own obsession with quality. To print a seamless 360 degrees image on a pair of undies has been a labour of love for us and we wanted to bring the same level of craft to the film. It’s rare that virals have this aesthetic and adding an interactive element is a genuine marriage between beauty and the kind of fun you like to have with your mates,” said Marc Debnam, director, Stoneman.
“It doesn’t matter whether you’re George Clooney or George Costanza, to know that you have the potential to make a woman whip her clothes off simply by wearing a certain brand of undies is a very powerful and compelling piece of information. I’ve got Monday through Sunday covered with Stonemen underpants”, said Paul Fenton, joint national creative director, Arnold Furnace.
Tom Spicer’s opening sentence pretty much sums up attitudes about what women are good for in advertising: “Making a film about a woman who gets naked seemed like a fruitful place to start…” As if this is clever and original…because that’s the best use of a woman in advertising, strip her down.
“Porn….what a great start to Monday” was the response of one man on viewing the ad. He didn’t comment on the ‘aesthetic’ qualities of a naked woman moaning. It was all porn to him.
“The kind of fun you like to have with your mates” – what, participating in vouyerism together? Perving on a porn-themed flick featuring a masturbating woman and fantasise that she wants you?
And such delusion: “you have the potential to make a woman whip her clothes off simply by wearing a certain brand of undies…” The idea is that a man can get a woman to do what he wants just by wearing these stupid undies. Many men may be disappointed.
This is such a male-centric version of female sexual response. If she sees me in my jocks – even if it’s just my head on another man’s body – she will go crazy for me, she won’t be able to control herself and will even have to take matters into her own hands. Pathetic.
The ad attempts to reverses the traditional roles of porn use. Imagine an ad for lingerie using a man wanking to an image of a lingerie model. Unlikely you’d see it. But a woman masturbating – well, let’s face it, the way this ad is constructed it’s not really about her.
The ad positions females as best naked, and existing primarily for male peeping. Surely this clip shows them they’re being sold silly versions of male fantasy dressed up as reality? Do any men feel insulted by being treated as such idiots?
Stoneman? Cavemen. Backward, unoriginal, send them back to the cave.
9 Responses
When will the world grow up?
They have found the missing link!
Oh Melinda. I had never heard of Stoneman before you wrote this about them. Don’t you realise you’re just giving them publicity for free?
HA! They wish they got it for free, can you imagine how much they paid somebody to come up with this fratboy excuse for an ad campaign. “Ooh let’s make it all edgy and R-rated, porn is the new black something something.” These undies are cool, but this is the best they could come up with to sell them? What. A. Waste.
Yes Melinda, I am offended by being called such an idiot. In fact I am offended that idiot advertisements seem to think that I would want to buy a product at all even if I DID believe it’d make a woman do this. If it actually DID put women in a sort of trans where they were that excited sexually, and I were able to act on her desire, I’d call that rape of sorts, and I’d not be interested in a woman who was not genuinely interested in me. I really wish more guys would spit in the face of this crap.
“Making a film about a woman who gets naked seemed like a fruitful place to start… said Tom Spicer, joint national creative director.
I can’t believe these people are supposed to be ad experts. Do they think that using a naked woman to sell an unrelated product to men is somehow creative or original? Anyone could come up with an ad campaign is soft porn is the only criteria. I could. Does that make me an expert?
Please don’t tell me there are guys out there who actually believe that a woman will have sex with them if they have the right brand of undies. Men, Stonemen think you are all idiots who will buy any crappy product they have to sell, as long as they use naked women. Don’t buy into their rubbish.
Crux of issue is male advertisers are for the umpteenth time exploiting women for profit. Then there’s the dangerous message these male advertisers are sending to men and that is ‘yes women are sexually insatiable and will engage in sexual activity with any male.’ Many, many males already believe women exist solely to be men’s disposable sexual service stations and woe betide any female who challenges male sexual harassment because we females ‘just love’ (snark) strange males making sexual advances to us in public places.
That’s why rape is so rare because men believe it is their innate right to have sexual access to any female 24/7 and this advertisement reinforces the misogynistic women-hating message.
It is not men being made idiots rather it is that men are continuing to hold women in contempt because unlike men we aren’t human.
Still trying to figure out the problem with this article. Melinda, you and all your feminist mates seem to monopolise men and women into one personality each and then try to make your points in that distorted manner.
I see the nature of the comments you display and it is suspecious to me that everyone who comments agrees with what you say. I am a bisexual man and no I am not turned on by that guy in the photo but if it were Taylor Lautner I am sure a lot of heterosexual women and myself will be turned on by it.
Response to Stonemen ad? No we women dont get turn on by copy pasting your face on other man’s body OR your horse jocks.
I guess the ad it not designed to motivate us into buying these underwear but I can see how the boys would enjoy it.
I dont think life needs to be taken too seriously but I can understand this ad would make a few girls a bit jealous.