There is an interesting article that addresses this and the "phenomenon" of men cooking inside and outside of the home. Its called “Making Pancakes on Sunday: The Male Cook in Family Tradition” by Thomas Adler. If you haven't read it before, you should check it out. I'm taking a class called Food, Gender and Culture right now and we spent a long time talking about how men's cooking is grilling and women's cooking is in the kitchen yet it is ironic that when a man steps outside of the home into the realm of professional cooking he gets the magical title of "Chef" (men dominate the culinary industry). Look at men like Gordon Ramsay! Who knew a chef could be so tough! (I love the man, I just think he is very symbolic of recent blatant attempts to "masculinize" food)

The commercial also reinforces the "useless oaf husband" trope-- the wife humors him as he "shows her how it's done" by lighting a match, and gives him a pat on the back and announces to everyone that he's saved the day. Of course he doesn't pick up her ironic tone because, hah, he's just a dumb manchild!

Every time I see this commercial and he says "What if I just walked into the kitchen and started making a salad?" I want her to reply: "That would be great if you actually got up and did something around the house for once."

The real humor in this piece is that the guy thinks match-light charcoal is any way to make a cooking fire. If you want everything to taste like lighter fluid, I guess it's great. Otherwise, it's just another sub-standard "convenience" product that ultimately lowers the quality of our lives.

Why is grilling considered so manly? Is it because of the fire? or the use of meat? all of those things go on inside the house too. so it's because it's outside then? because women's roles are inside the house and only men can venture out..

I like grilling and I never used to let my ex boyfriend touch the grill. I was always afraid he'd ruin the food..(he wasn't a good cook)

I remember a song by a baltimore band that had this same title "mom cooks inside, dad cooks outside" ...it was like a dirge.

Hmm, I took it to be more satire than reinforcing the social "norm". The way she says "the would be weird" is more like "yeah, right, like you would get off your butt and make something, much less a SALAD". And then he acts like he's making this big accomplishment when it's just lighting a match, and obviously she's not impressed and being sarcastic in response to it, showing the guy to be a bit of a dumbass if he thinks it's a "technique".

Or, maybe I'm just wishful thinking here. ;)

I always found these cooking divides to be weird because my dad did (and still does) the cooking inside and nobody cooked/cooks outside. My mom cooks sometimes, but the way they've divided up household chores between the two of them, it would become uneven if she decided to take on the task of cooking. This isn't really relevant to anything, just thought I'd share my 2 cents.

I agree with curryrice, it has something to do with "meat" being manly and "vegetables" being womanly. Also men cooking on the grill are physically "outside the home," while women cooking inside are "inside the home." Cree also had an interesting point that the woman thought it would be weird because he never does anything like make a salad, but it seemed like the man took that as being, "See? there's just some things men and women don't do."
Also interesting that he dropped the match, after the weak little woman had lifted the bag of charcoal and poured it in there.

The appeal of grilling? I can't say whether it's "manly," but I can say why I love to cook on a grill.

First, the food is _fantastic_. Smoke accentuates many foods, and high-heat grilling lightly chars the surface layers, making for a wonder depth of flavor. If grilled food tasted no better than TV Dinners, there would probably be less interest in it.

Second, there is assuredly the primal joy of the process. You leave the house and walk outside...even if only ten feed. You light a fire such as humans cooked on tens of thousands of years ago...if they had Weber grills and bags of charcoal briquettes. But still. It's fun for the same reasons picnics and camping trips are fun.

Third, there is the joy of practicing cooking as both art and craft. I love to cook in general, but fellows like the hero of this commercial seem to feel stepping into the kitchen would compromise their masculinity. The grill gives them an acceptable way to enjoy the expressive act of cooking.

Fourth, as has been pointed out, grilling is a social ritual and spectacle. Grills have always been center stage at a back-yard cookout; kitchens have only recently tended to be designed with this in mind (islands with seating, breaking down the wall to the dining room). To hang out with your friends, enjoy drinks, see and hear and smell the delights of the coming meal: the appeal is self-evident.

Vegatables don't get their fair share of respect on the grill. Shuck fresh ears of corn, brush with olive oil and sprinkle with salt and pepper. Grill over a medium-to-hot fire, turning as they brown until they are well-roasted all over...maybe 12 to 15 minutes in total. Serve with a nice herb butter (soften one stick of butter, chop up a couple tablespoons of tarragon, chives, parsley, and/or chervil, and mix up well). Tell me that's not the best ear of corn you've ever eaten. For my wife's 40th, we served grilled corn and all twelve kinds of compounded butter from Mastering the Art of French Cooking. The anchovy butter was tremendous.

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David Time