Is the Barclaycard advert sexist?

ADgenda: this week's most offensive advert.

‘Tis now the season: sugar, spice and everything nice is the recipe for not only little girls and mulled wine, but also a hearty yuletide advert. John Lewis’ snowmen made the debut performance; funny how an icy embrace can warm the heart so. And of course, the heart strings are directly connected to the purse strings, so the industry has cracked the formula of a persuasive Christmas ad. But this Barclaycard ad took the sugar-and-spice formula a bit too seriously. Despite what you may think, Barclaycard, the recipes make up little boys and little girls do NOT influence what toys they want to get. That comes down to traditional gender roles - and that’s “roles”, not the pastry kind.

As an advert that seems relatively well thought through (I could’ve been entirely persuaded by the “flipping dogs” quip), it’s surprising that they could muddy the Barclays reputation further still. The father is shopping for his son’s present, when a Barbie approaches. Now, it’s already a dangerous area to slip in “they’re plastic” as an implied reason to disregard her flirting, but they then follow into the shark-infested waters of “on your bike dolly, it’s for his son”. Here is a newsflash, Barclays: there are no toys that are intrinsically boyish or girly. By perpetuating views like this, children are still discouraged from associating with things outside their gender frame. We still live in a world where boys can be punished for dressing up as girly things, and parents consult psychiatrists if they see their girls as “tomboys”. We have enough gender-related restrictions inflicted on adults; the very least we can do is not pass them on to children.

The Barclaycard ad. Photograph: Youtube.com
Photo: Getty
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Theresa May's "clean Brexit" is hard Brexit with better PR

The Prime Minister's objectives point to the hardest of exits from the European Union. 

Theresa May will outline her approach to Britain’s Brexit deal in a much-hyped speech later today, with a 12-point plan for Brexit.

The headlines: her vow that Britain will not be “half in, half out” and border control will come before our membership of the single market.

And the PM will unveil a new flavour of Brexit: not hard, not soft, but “clean” aka hard but with better PR.

“Britain's clean break from EU” is the i’s splash, “My 12-point plan for Brexit” is the Telegraph’s, “We Will Get Clean Break From EU” cheers the Express, “Theresa’s New Free Britain” roars the Mail, “May: We’ll Go It Alone With CLEAN Brexit” is the Metro’s take. The Guardian goes for the somewhat more subdued “May rules out UK staying in single market” as their splash while the Sun opts for “Great Brexpectations”.

You might, at this point, be grappling with a sense of déjà vu. May’s new approach to the Brexit talks is pretty much what you’d expect from what she’s said since getting the keys to Downing Street, as I wrote back in October. Neither of her stated red lines, on border control or freeing British law from the European Court of Justice, can be met without taking Britain out of the single market aka a hard Brexit in old money.

What is new is the language on the customs union, the only area where May has actually been sparing on detail. The speech will make it clear that after Brexit, Britain will want to strike its own trade deals, which means that either an unlikely exemption will be carved out, or, more likely, that the United Kingdom will be out of the European Union, the single market and the customs union.

(As an aside, another good steer about the customs union can be found in today’s row between Boris Johnson and the other foreign ministers of the EU27. He is under fire for vetoing an EU statement in support of a two-state solution, reputedly to curry favour with Donald Trump. It would be strange if Downing Street was shredding decades of British policy on the Middle East to appease the President-Elect if we weren’t going to leave the customs union in order at the end of it.)

But what really matters isn’t what May says today but what happens around Europe over the next few months. Donald Trump’s attacks on the EU and Nato yesterday will increase the incentive on the part of the EU27 to put securing the political project front-and-centre in the Brexit talks, making a good deal for Britain significantly less likely.

Add that to the unforced errors on the part of the British government, like Amber Rudd’s wheeze to compile lists of foreign workers, and the diplomatic situation is not what you would wish to secure the best Brexit deal, to put it mildly.

Clean Brexit? Nah. It’s going to get messy. 

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.