“And you draw the line at intelligent breasts?”

So, there’s this new Reebok commercial for their EasyTone shoes, which supposedly help work out your butt as you walk. It seems to me that shoes which leave you more tired after walking than you would normally be are defeating some of the point, but whatever. Here’s the ad:

Oh FSM, it’s been way too long since I watched any Coupling. Anyway, my second thought upon seeing that commercial is this: who’s the audience? I’ll admit, I was enthralled, but I don’t think I’m going to go out and purchase any butt-toning shoes for women, and while Reebok does men’s EasyTone shoes as well, you’d never know it from the commercial.

Presumably, the commercial is for women, but I have a hard time imagining that many women would be likely to have the same reaction to the commercial I did. Not only is it quite sexualized and objectifying, but it portrays even a woman’s individual body parts as jealous, catty, and shallow. How does that appeal to any woman?

Is it just ridiculously tone-deaf and poorly targeted, or do I understand women even less than I previously thought?

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