The Klondike Bar: You Want It

The classic Klondike Chocolate Bar is an American dessert favorite. The commercials have created the timeless jingo, "What would you do for a Klondike bar?" The old commercials have been harmless, one portraying Shakespeare saying he will "write a tv sitcom" for a Klondike bar, with a guest appearance from Gary Coleman.

  

However, the recent Klondike advertisement campaign has drawn criticism. The new, more adult, versions of the commercial tackle topics like male hair removal, sharing, and being a good husband. In one commercial, a man is asked if he will "actually listen to his wife for 5 seconds" for a Klondike Bar. The man struggles and perseveres for 5 long seconds and eventually completes the task. When he does, good looking women celebrate with him and he enjoys the Klondike Bar; All this time the wife sits confused and saddened.

Other Klondike commercials share the same message. You have to be really manly to enjoy a Klondike bar. This commercial is assuming that all men cannot stand the idea of sharing their grills or removing their hair. This supports the ideology that a man cannot do certain things willingly to be a "real" man. America has begun to assume and live thinking that "real" men cannot actually enjoy talking to their wives. These "real" men must be strong and brave to try and listen or share for a few moments, just to recieve a treat. With these ideologies being portrayed through a ice cream bar commercial it is addressing youth, telling them that they cannot do these things either. Klondike is supporting that you are not supposed to want to give foot massages. 

This commercial conveys that it is a struggle for these men to perform these un-manly activities. It is going to make youth think that they should struggle when they have to listen or share. It is a common ideology of America, being a "real" man, but it is foolish.

See for yourself:

 

Comments

[dani k]

i really liked this, i agree i think that recently it has not been just these commercials but a lot of others that has set forth the guidelines of being a man. like beer commercials for instance. i thinks its also degrading to women, that we are so annoying that listening or fulfilling a life long commitment is a painful task and shouldn't be taken seriously!

[Marijna Donker-Haveman]

This advertisement is demeaning for women. i will never buy this product and I will advise all my friends and family to do the same.