Published On:Thursday, July 31, 2014
Posted by Trueline Radio
Have You Argued Yet Over This Boss-Wife Ad?
Is it about a perfect relationship or about gender power
play? Or does it stereotype the woman, even one who is a super-achiever? The
jury is still out as a debate rages over a new ad by a leading telecom company
that attempts to pitch its network as cupid in a modern family context.
Here's how the ad rolls -- a perfectly turned out super-boss
asks her team to get a job done the same day. She indicates that "can't be
done" is not an option. The boss leaves while her subordinate is hard at
work.
Alone in the office, he gets a call from his wife who is
whipping up dinner for him. She suggests he abandon work and come home to a
great meal. For good measure she video calls him.
Turns out boss is also wife.
On social media some people have slammed the ad as
"regressive." Others argue that it is not so - well-known author
Shobhaa De said the ad depicts "consensual domesticity" and not
"enforced domesticity." (Watch)
Then there are those who allege that the ad is flawed - HR
policies in most places, they say - some of them in satirical tweets - don't
allow husband and wife to work in such a situation. There are still others who
have joined long conversations to say, "Hey it's just an ad."
Either way, it's a successful campaign - it has got the
eyeballs and generated buzz.
We are still wondering though whether the assignment got
done that day.
