People seem to like Alejandro Iñárritu's ad for Nike's 2010 World Cup campaign ("Write the Future"). I don't. Women appear in it only as sex objects and jokes. Below is a survey of the three moments in this ad in which women figure:
1. Sex objects in the background of a fantasy sequence celebrating Cannavaro's clearing the line and saving the match (35 sec). (Women appear in the audience for this variety show, but not as members of the audience watching the Italy match which inspired it.)
2. As cooks and housewives going about their business while the guys watch this (37 sec).
Ronaldhino's Turn" in youtube videos, the only female athlete shown trying the move out falls over to everyone's laughter (2:00 minutes). Note the title of the video which appears as the vehicle for this joke - "women's soccer" - not "Brianna falls over".
That's it, in an ad that is as much about soccer's fans as it is about the sport. (Women constitute at least 30% of the fan base for the men's game.)
It hardly seems worth complaining, as this is basically the primary function of women in mainstream sports media - as sex objects and jokes - not as fans, camerawomen, journalists, athletes or even, apparently, consumers.
I am demoralized by not only the sexism of this ad but by the ease with which this sort of demeaning and insulting crap is consumed by sports audiences. It is completely and utterly depressing. The commercial was broadcast to the audience at the Nike Montalban Theater before their screening of the Champion's League final. I was in a major funk by halftime, and promised myself never to go back there.
Want to write the future? Edit the sexism!