NOTE TO HARDEE’S: PATRIARCHAL GUYS DON’T BAKE!
What’s more exciting than reinforcing patriarchy in your ad campaigns? Nothing according to Hardee’s.
Someone who works at Hardee’s, had the idea, that creating a commercial around patriarchal masculinity, would be a great way to connect with men folk out there in the world.
Someone at Hardee’s, approved of this patriarchal masculinity embracing commercial, and gave it the go ahead.
In the commercial a man is hanging out with his friends, and they are watching a stereotypically manly spectator sport, Nascar. One of the men comes in the living room and offers the other men some Cinnamon rolls he just baked. His friends turn to him and look at him like he just asked them to rob a bank because obviously GUYS DO NOT BAKE.
Now there’s so much patriarchal masculinity on display in this commercial I honestly don’t know where to begin. On what planet do men not bake? Planet Patriarchy. On what planet do women alone do the baking? Planet Patriarchy. I think its high time we reminded people that earth is not in fact Planet Patriarchy. Why do we allow companies to send us damaging messages about gender roles and expectations?
Men can bake.
Women can bake.
Anyone with will and determination can bake.
You do not need a Vagina in order to bake, nor do do you need a Vagina in order to accept a baked good from your friend.
This commercial is pathetic. Pathetic because someone thought it up. Pathetic because someone green lighted it. And pathetic because millions of people around the country are going to look at this commercial and not think twice about the gender rigidity it is displaying.
Its commercials like this Hardee’s commercials that make it hard for boys like my nephew who enjoy cooking and baking. The notion that ones manhood is somehow diminished or not pure if you partake in baking and cooking.
There simply has to be a better way.