A Guinness commercial borrows from the rules of masculinity to advertise its dark beer for St. Patrick’s Day:
It’s okay, but VideoJug does the man hug better.
Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Comments 15
Kelly — March 17, 2011
Awh man. Gender policing, sure. But it's impossible to hate the narrator from "Look Around You."
DireSloth — March 17, 2011
Anyone else reminded of the "Christian Side-Hug"?
Anonymous — March 17, 2011
Does it seem weird to anyone else that the narrator is English? Why don't they use an Irishman for Irish beer?
Treefinger — March 18, 2011
Ugh, I love Guinness. It's so much more disheartening when products you like have terrible ads (KFC, you break my heart when you do it), cause you know you're going to be pants at trying to boycott them.
Andrew — March 18, 2011
Does anyone else see this more as a willfully absurd parody of the "rules"? It's not exactly subtle.
Although, even less subtle is funnier: http://www.youtube.com/watch?v=cdL6BjupD1E
Ninsa — March 18, 2011
I think this is another case of British humour not translating well.
This is a gentle poke at how hetrosexual men might behave in the pub, and taking it to an absurd level.
I mean, have you ever seen men hug like that? It's meant to make people think, 'well thats just silly'.
On a sidenote, I can't stand Guinness!
Finnegan — March 20, 2011
Hey, they ripped off "How to give the perfect man hug"!
http://www.youtube.com/watch?v=JUdWApwbudQ
Jerks.
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