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Windhoek ad called out for suggesting toxic masculinity South Africa s Advertising Regulatory Board (ARB) has asked for the removal of an advertisement for Windhoek beer on the basis that it entrenches toxic masculinity in suggesting that real men drink real beer . Source: YouTube The advertisement, which features actor Gerard Butler, opens in a bar, initially feeling like many traditional beer commercials. However, the mood changes when a character called Joe asks the waiter for a piece of lime to add to his beer. Source: YouTube According to Business Insider South Africa, Joe is a gentle looking, red-headed man – two characteristics that might typically make him a target for teasing in a toxic environment . ....
Toxic masculinity rapped by ad watchdog staff reporter > By staff reporter - 21 January 2021 - 10:06 The ad watchdog found no humour in a TV commercial targeted at “real men”. Image: 123RF/BRENT HOFACKER A depiction of a man who in effect buckles to the pressure of his peers to fit in is disturbing, says the Advertising Regulatory Board ordering a beer giant to immediately withdraw it. A complaint was lodged by Aadila Agjee against Heineken SA on its marketing of Windhoek Lager. The television commercial features two men having a video call, with one recalling how the other once asked for a slice of lime with the alcoholic beverage when they were in a bar. Actor Gerard Butler is seated at the bar. He turns around and says: “Hey, that’s a Windhoek. That’s 100% pure beer . You don’t need any . lime.” The second man takes a sip of the beer and clearly enjoys it. Butler says: “Keep it real, Joe.” ....