Skip to comments.Silly Little Fairy?
Posted on 05/01/2006 5:47:54 PM PDT by cicero's_son
Is This Dodge 'Fairy' Commercial Actually Hate Speech in Disguise? Bod Garfield's Ad Review: Watch the Video By Bob Garfield
Published: April 17, 2006
Faggot. Queer. Fairy. These are synonyms, epithets one and all disparaging gays -- or, more often, heterosexual men deemed insufficiently masculine. Let's call that Fact No. 1.
The 'Fairy' spot was created for Dodge by BBDO, Detroit. ALSO: Comment on this review in the 'Your Opinion' section below.
Macho brand Fact No. 2: Dodge is marketing its new Caliber subcompact as a tough little car, as opposed to sissy little Civics, Corollas and the like. This comports with Dodge's long-cultivated macho image, as exemplified by the grunting, Aerosmith heavy-metal music tag punctuating every spot.
Fact No. 3 is that one of the introductory commercials from BBDO, Detroit, features the juxtaposition of a burly tough guy and his Doberman with a sweater-draped girlie man who is walking four little lap dogs. Fact No. 4 is that the only line of dialogue in the commercial is the burly dude exclaiming, "Silly little fairy!"
And Fact No. 5 -- the genuinely astonishing fact -- is that Daimler Chrysler asserts that none of the above is meant to invoke a sexual insult.
"Was it intentional? Absolutely not," says spokeswoman Suraya Bliss, whose voice quavered as she spoke, perhaps because she was choking on the corporate line. "It's not the kind of company we are."
Preposterous corporate line But, of course, the corporate line is preposterous. Much more likely is that someone at BBDO realized they could call people fairies if their commercial depicted an actual fairy. Get it! How subversive! A flitty little fairy! We can imagine the hilarity in the cubicle as they contrived a way to set up the "Not for sissies" selling proposition based on an innocent magical fantasy. The result-mean-spirited but undeniably crafty -- is as follows:
A winged little pixie, fluttering along an urban skyline, waves her magic wand and -- in a puff of magical dust -- turns a skyscraper into a gingerbread house. Next she turns a commuter train into a colorful toy choo-choo. Then she spies a new Dodge Caliber, which she waves at with her wand.
But nothing happens. Three times she tries her magic, to no avail. For all her efforts, the shiny black Caliber remains a tough, rugged subcompact. Meanwhile, her momentum sends her flying-splat! -- into a building.
'Silly little fairy' A passing brute (he's also all in macho black as he walks his Doberman) is very amused by this scene. "Silly little fairy," he laughs.
So she wands him -- turning his Neanderthal getup into a wimpy tennis outfit, and his Doberman into four Pomeranians. "Oohhh!" he simpers.
Then the voice-over: "Introducing the all-new Dodge Caliber. It's anything but cute."
Oh, is it now?
Look, there's nothing wrong with positioning an economy car as a car with truck values. In fact, "the manly subcompact" is a very good idea. You can even suggest that everything else in the category looks effeminate. Though political correctness is out of control in this society, you're still allowed to choose your own sexual demeanor.
But what no advertiser has any business doing is calling people fairies, because it is cheap, because it is gratuitous, because it is hateful.
Gay and lesbian consumers Also self-destructive, undermining Daimler Chrysler corporate entreaties to gay and lesbian consumers -- not to mention the much larger sick-of-sexual-bullying population. But never mind the business consequences.
There is simply no room in advertising for hate speech. Period.
For the record, Daimler Chrysler and BBDO protest that this spot is obviously not homophobic because the guy with the lap dogs is a preppy type-as opposed to some flamboyant queen. Of course, the same people swear they were totally unaware of the "fairy" double-entendre.
They say we're seeing things. We say they're living in a fantasy world, and it's anything but cute.
Review: Zero stars Ad: Dodge Agency: BBDO Location: Detroit
I think the ad is gay.
That's fascinating. So they're still running the "homophobic" version in some markets???
I've seen the ad no fewer than 20 times in the last week and a half. Not once was the "silly little fairy" line left in it.
Actually, the burly dude said "Silly, little faerie", not "Silly, little fairy".
On another note, I'm guessing that Bob Garfield "doesn't like girls".
"What do you think?"
I think that sometimes a fairy is just a fairy...and that people that live for no reason other than to be offended will find offense wherever they look.
But, but, but .... what about the Snack Fairy? He's a guy. (In a tutu.)
Next, they'll be after the Tooth Fairy.
This isn't the commercial where the big black evil SUV sneaks up on the little unsuspecting sedan, opens its jaws, grill teeth and all, and then swallows it whole, is it?
Now, he's funny.
I believe those are Schipperkes, not Pomeranians.
My family's first dog was a pom.
Someone told me he's on "Whose Line is it?" I don't watch that, so maybe that's why I don't quite get it. I thought maybe it was to make fun of the "elfin magic" of the competitor.
So he is outraged at imagined homophobia, but dismissive of proven pedophilia.
I saw both versions, and they still have the "silly little fairy" bit on the commercial. Think it's a shorter time version.
I think that Garfield recognizes that he doesn't measure up in the masculinity department, and that is what really offends.
Maine decided it had to change Squaw Mountain to Moose Mountain to avoid hurting the feelings of the Indian community. I'm not sure how many place names in the US include the word "Fairy" but I'm sure it's quite a few (e.g. Fairy Lake near Bozeman, MT).
I agree, and find this is common across the board with leftists. Whenever they spew forth on conservatives' hidden motives they are just confessing what THEY would do if given the power.
All the women at my office and elsewhere, say my new RAV4 is cute.
I own a cute SUV!
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