"Being a fireman is more than just putting out blazes and giving kittens CPR," intones a super hot fireman (who is in fact holding a kitten). Similarly, being a woman is more than ogling said fireman and kitten -- but sometimes we like to do those things too. Sauza's tongue-in-cheek tequila commercial is over-the-top in terms of its campy attempt to appeal to women ... and it works. Really well. (Scroll down for the full ad.)
Plenty of companies attempt to woo women with grating promises of "fairy tale" marriages, "minimized pores," and fragrances that will produce smoldering stares from any man in a 10-foot radius (thanks for that one, Axe). Though the Sauza commercial inevitably plays on stereotypes (women like men in uniform! women like kittens! women have tech issues they can't solve themselves! women chatter endlessly about jeggings and whether they are pants!), it's exaggerated enough -- in the vein of Mr. Peanut's "manly" ads that recently came out or Isaiah Mustafa's "The Man Your Man Could Smell Like" brilliant Old Spice commercial -- that the spot makes fun of those clichés more than it reinforces them.
Truthfully, I think many women would take a clever monologue that includes references to kitten CPR, antiquing and the dangers of high heels -- not to mention an actually useful margarita recipe -- over more generic female-centric ads any day. Plus, how can you resist the kitten in a beret?!
I'm not alone on this -- Jezebel's Dodai Stewart expressed a similar view:
Sometimes when the marketing geniuses in advertising try to tap into the female psyche, they get it all wrong. But sometimes it's so spot on that it's like they've been reading your diary ... It sucks to be so predictable, I loathe being a foregone conclusion, but GAH I love this.
At the end of the ad, the rescue worker of our dreams looks straight at the camera and says: "Don't call me a hero -- just call me; let me know what's up." Sauza fireman, I'd call you any day -- as long as you ditch the phrase "ladies night."
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