Vodafone’s folding girlfriend

In a recent Vodafone ad shown on Australian TV, a guy going on a trip decides he wants to take his wall map with him so he neatly folds it and puts it in his pocket. He then decides to take his computer, his TV and then his CD collection (including a large cabinet). He neatly folds them up one by one and puts them in his pocket. Just as he’s almost out the door he looks at his sleeping girlfriend, then comes back, folds her up and puts her in his pocket too. Vodafone uses the slogan ‘Take your world with you’ for this ad.

Is this commercial not just the slightest bit insulting to women? Firstly, he takes his girlfriend last, almost as an after thought. She is perhaps the least important of his essential accessories? Secondly, is that all she is? An accessory? The intended implication is that he is taking everything he loves with him but this seems to relegate her to the status of an object on a par with a computer or a TV. Vodafone might not have meant to be sexist and offensive but they have ceratinly managed it. It may provide an insight into the subconscious of the guys that create ads like this. The CGI are impressive and the concept is clever, but the bottom line leaves a lot to be desired.

Watch the full commercial here:

Aint that the way it is?