This commercial from March that I only discovered today during ads between The Colbert Report relies upon blatant sexism in order to sell beer.
The commercial focuses on hands – the workforce. It builds the brewer of the beer as a master at their profession. They are the one that crafts the beer and makes it such a high quality. Okay, that’s fine, bringing the beer to the masses and showing that they are not too elite but still have a quality product.
Then the end comes. The quick shot of the brewer sitting on a chair in which the camera quickly pans downward in order to mask the face of the worker. The question the narrator asks rhetorically about why they’re not showing her face is quickly answered with “because she’s not an attractive woman.” The ad recognizes that attractive women sell beer but then reinforces this same ideal/strategy.
That line ends the commercial in what I can assume is meant to be humor. The trick that she’s not a man but does a man’s work is pulled on the viewer. This reinforces beer commercials’ need to show attractive women, otherwise they should be faceless. Attractive women do not sell beer, and god forbid they’re going to put an “unattractive woman” onto their commercial. Let’s not address the larger demographic of men and women who drink beer and appeal to men who objectify women, the commercial implies.
Because that’s really what we need: creating a further boys club built upon the hardships and misogyny against women.