Politics 21 September 2012 The ADgenda: this week's most offensive advert Captain Morgan rum. Print HTML While it's easy to huff and puff over countless ads that portray woman as nothing more than a pretty, smiling shell hell-bent on her next Botox fix, we should spare a thought for man – who is routinely subjected to advertising stereotypes so Neanderthal that it's a wonder the menfolk of this world don't up sticks and shamble into the wilderness on all fours. The sharp branding brains behind the rum brand Captain Morgan had a good old think about their latest ad, drawing inspiration from such modern visual masterpieces as WKD's "Missus Alert" (the gist: women are the enemy, go to ridiculous lengths to deceive them), and have come up with a particularly muddled little number. So worn thin is this man v woman territory that the exec brainstorming session clearly got a little confused. As a result, we're left with an advert that is suffering from a massive identity crisis, the lad equivalent of bringing your best female friend down the pub on a Friday night. A group of men are standing in a bar, smiling and congratulating each other. What could they have done? Found a cure for cancer? The brand's need to explain exactly what they're drinking by printing it in big letters on the glass – "Captain Morgan and cola" – suggests that these guys aren't concerning themselves with the knottier conundrums in life. No, they've successfully managed to slip out from under their girlfriends' watchful gazes for the evening, eluded the ol' ball and chains. So far, so predictable. But here's where it gets a little muddy. The camera cuts to "the girlfriends", one of whom is in a bikini carrying a tray of cocktails back to a hot tub only to find that her man has gone; the next is about to cheekily slip into the shower to join her guy for soapsud frolics; finally, the last girlfriend is watching in a concerned fashion out of the window as what she presumes to be her boyfriend (but is actually a straw replica) goes round and round the garden on one of those sit-on lawnmowers, only to receive an almost heart-attack-inducing shock when "he" falls off and is mown to smithereens. As far as I can tell, all these women are beautiful, attentive and fun – yawn, get off my back with your delicious cocktails and constant desire to have sex with me. Perhaps the message is that even if you're in an idyllic relationship, Captain Morgan will always tempt you away back into the arms of your brotherhood. It's "bros v hos" and these guys are definitely winning, the ad is telling us. So as the camera switches back to the men in their brightly lit, cheap and sterile surroundings, grinning inanely as they drink a toast – a drink so teeth-achingly sugary that it stays suspiciously still when the glasses are clinked – it's with an affectionate smile that we say to ourselves: "Ah, the male ideal." Men of this world, tune out. › Gilbey on Film: In praise of Fred Schepisi (again) A still from the Captain Morgan advert Subscribe More Related articles An unmatched font of knowledge Leader: On capitalism and insecurity Cabinet audit: what does the appointment of Liam Fox as International Trade Secretary mean for policy?