Fire up the Grill
May 11, 2020 2:55 PM   Subscribe

As summer nears, a Swedish chicken company rolls out a TV ad that celebrates “grilling for the next generation.
posted by Bella Donna (24 comments total) 3 users marked this as a favorite
 
I don't know if women getting back to cooking is that progressive a message.
posted by Keith Talent at 3:39 PM on May 11, 2020


If we can co-opt capitalism in the fight against patriarchy, that’s at least half a win. And it’s Swedish, so at least it’s regulated capitalism. And it’s not hugely self-congratulatory like the Dove ads.
posted by rikschell at 3:39 PM on May 11, 2020


I don't know if women getting back to cooking is that progressive a message.

Grilling in particular has traditionally been a male dominated activity.
posted by Your Childhood Pet Rock at 3:43 PM on May 11, 2020 [6 favorites]


Grilling and frequently pancakes: special unfeminized man spaces.
posted by ivan ivanych samovar at 4:09 PM on May 11, 2020 [2 favorites]


This was a win... for who?
posted by metametamind at 4:22 PM on May 11, 2020 [1 favorite]


This is certainly an advertisement.
posted by JDHarper at 4:36 PM on May 11, 2020 [13 favorites]


This chicken is blue.
posted by chillmost at 4:42 PM on May 11, 2020 [1 favorite]


Is this better or worse than the Ms. Monopoly ad?
posted by Liquidwolf at 4:50 PM on May 11, 2020 [2 favorites]


wow

i have auto-generated CC on and at least found the transcribed lyrics very inspirational
“Oh ciao things are gonna get easier
Oh nothing’s will get brighter Oh ciao things are getting easier Oh shallots getting brighter [Music] beautiful son
the spider [Music]”
posted by LeviQayin at 5:13 PM on May 11, 2020 [19 favorites]


If we can co-opt capitalism in the fight against patriarchy

This is not feminism co-opting capitalism; this is capitalism co-opting feminism.

Ads are propaganda. This same company has also run ads claiming that eating chicken is good for climate change.
posted by splitpeasoup at 5:51 PM on May 11, 2020 [9 favorites]


MetaFilter: beautiful son the spider [Music]
posted by doctornemo at 5:53 PM on May 11, 2020 [6 favorites]


LeviQayin, the song is Ooh Child by The Five Stairsteps
posted by ActingTheGoat at 5:59 PM on May 11, 2020


Every year at the church picnic I tell the same stupid joke: "In the Episcopal Church, women are allowed to do any job except grilling the hamburgers." Because it's still always dudes grilling the hamburgers.
posted by straight at 6:17 PM on May 11, 2020 [6 favorites]


Honestly, five seconds in the ad I thought she was indoors because of social distancing.
posted by FJT at 6:17 PM on May 11, 2020 [11 favorites]


MetaFilter: beautiful son the spider [Music]

I would have gone for MetaFilter: special unfeminized man spaces.
posted by ricochet biscuit at 6:29 PM on May 11, 2020 [1 favorite]


Bringing the word schmaltz full circle.
posted by BrotherCaine at 7:03 PM on May 11, 2020


Wait, Swedish people don’t yell, “Bork Bork Bork!” while cooking in real life?
posted by The Underpants Monster at 7:06 PM on May 11, 2020 [7 favorites]


Dude, where are their masks?
posted by signal at 7:19 PM on May 11, 2020 [1 favorite]


Wait, what?
posted by Big Al 8000 at 7:26 PM on May 11, 2020


She's just a grill, and she's on fire.
posted by deadaluspark at 7:29 PM on May 11, 2020 [8 favorites]


so i was like, is there a word for this like pinkwashing? i would have been inclined to call this pinkwashing, and pinkwashing “rainbow-washing...” then i came upon “purplewashing,” though a quick search seems to show that femvertising is in much broader use (despite purplewashing snagging a wiki page). TIL

now if you will bear with me a terrible pun that needs to sub in an english word to work, pinkwashing would be “Grilla för nästa generation: Hen grillar en hen.”
posted by LeviQayin at 10:36 PM on May 11, 2020 [2 favorites]


LeviQayin, excellent terrible pun! Yeah, I apologize if this feels like a waste of the blue but I was kind of dumbstruck by this commercial. I thought it was brilliant in the way it co-opts feminism to sell chicken. Grilling really is considered a guy thing in many places still but this ad is somewhat like the chicken version of the Virginia Slims cigarette ads that celebrated female empowerment in service to getting them addicted to a cancer-causing substance.

I think it’s a really well-done ad that is still odd as fuck. At the beginning, when the girl looks out the window at presumably her dad and a brother, the mood is so somber, like maybe she is thinking about how they abuse her. That’s not at all creepy. It wasn’t until the shift from a girl holding cutlery behind the window to an older woman holding a grilling utensil that I realized it was not an ad about domestic violence. She wasn’t abused, she just wanted a chance to grill. Yay, let’s have a barbecue! (Truly, I did not see that coming.)
posted by Bella Donna at 1:03 AM on May 12, 2020 [4 favorites]


> i have auto-generated CC on and at least found the transcribed lyrics very inspirational -
“Oh ciao things are gonna get easier
Oh nothing’s will get brighter


LeviQayin, the song is Ooh Child by The Five Stairsteps


(Psst - I think LeviQayin knows that, and was trying to make a joke about how bad the CC subtitles were.)
posted by EmpressCallipygos at 7:00 AM on May 12, 2020


sisters are grillin' it for themselves
posted by the bricabrac man at 11:31 AM on May 12, 2020 [1 favorite]


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