In the grand tradition of marketing angles that patronize, marginalize and degrade women and girls–from yogurt commercials to t-shirts celebrating stupidity—Sketchers has released a new collection of sneaker wedges aimed at teen girls… called Daddy’$ Money. Get it? Because girls love spending daddy’s money (and dressing like a fucking Lisa Frank trapper keeper, apparently).
The ad campaign can charitably be described as a “surrealistic nightmare” for a number of reasons. Is the eponymous Daddy here a father or another kind of father? Why do we need to sell things to women by making them out to be shallow and venal? Why is there so much goddamn leopard print?
Speaking of which, each style bears it’s own dumb name. They break down like this:
“Gimme Kisses” (a lip print), “Gimme Wicked” (leopard-print), “Gimme Starry Skies” (star print) and just plain “Gimme” (flowers, inexplicably).
What consumptive parasites we are!
Then again, the worst offense of all is that this sneaker wedge trend refuses to die, despite being the most comically ugly It-shoe since Uggs.
Here’s the TV spot, if you want to hate the world. Oh, and be warned, the art direction is so scattershot and the commercial itself so garish that rational doubt and faith in the human race will combine to convince you it isn’t real.
(via HuffPost Style)