Jess McCabe // 11 February 2008
A firm called Cargiant has been running an extremely irritating series of ads on the Tube. Reader Claire wrote in to tell us about them, and encourage everyone to complain to the Advertising Standards Authority.
The ads feature gurning men, smugly explaining how they took advantage of Cargiant’s cheap prices to a) save enough money to send his stereotypically irritating mother-in-law on a long holiday and b) save enough money on buying “the wife” a car to take “the girlfriend” on a “wicked” trip to Paris for the weekend. There may be more of these, of course, but from the ones I’ve spotted we can gather:
- Only men buy cars
- Only sexist, slimy men buy cars
- This makes it acceptable to say things like “tweet, tweet” about “the girlfriend”
Gross. What really bemuses me is who is this meant to appeal to? What’s the marketing line? “Slimy men – our target demographic!”