"Engineered for men": the rise of "Yorkie" advertising

The ADgenda: this week's most offensive advert.

IWC’s new advertising campaign has been released in cinemas, currently thundering over the big screen in all its majestic manly glory. I first saw it played before the new Bond film, so naturally I was already on edge for flippant sexism. However, the bulk of the advert has no problems (other than a failure to mention time-telling at any point). For the most part we are just enjoying fighter pilots swooping around and ships crashing through waves while IWC journey through their various partnerships. On the big screen, this drama makes us feel like we are all part of these journeys. But at the very end, we realise that we are not. The punchline is the final phrase “engineered for men”.

After watching soul-lightening accomplishments and adventures through seas and skies, this tagline really stings. There is a noticeable emphasis from the narrator on the “for men”, as if I have been slapped on the wrist for showing interest in something that isn’t compatible for my gender. I am reminded of the Yorkie bar’s advertising campaign “it’s not for girls!”, but that slogan only feels like a “no girls allowed” sign hung on the blanket fort built by your little brother (and anyway, serves more as reverse psychology than divisive marketing). This, however, feels like Grown-Up Sexism. They sell men’s watches, so they must be defined to be as masculine as possible, not just in their bulky style but in the images conveying male brawn so bold you can smell the sweating: fighter planes, boats in storms, diving barefoot with sharks – it all builds up to this brazen slogan “engineered for men”.

IWC know their market. You’re male? Good, you’ll be shooting guns through the sky and wrestling wild animals, you’ll need to tell time on something engineered. You’re female? Honey, you don’t need engineering. Here, have something decorated or fashioned. Have fun shopping, and stay away from Yorkie bars.

IWC’s new advertising campaign. Photograph:
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Why a group of Brunel students walked out on Katie Hopkins instead of no-platforming her

"We silently walked out because Ms Hopkins has the right to speak, but we also have the right to express our discontent."

Earlier this week, columnist and all-round provocateur Katie Hopkins turned up to Brunel University to join a panel in debating whether the welfare state has a place in 2015. No prizes for guessing her stance on this particular issue

But as Hopkins began her speech, something odd happened. Around 50 students stood up and left, leaving the hall half-empty.

Here's the video:

As soon as Hopkins begins speaking, some students stand up with their backs to the panelists. Then, they all leave - as the nonplussed chair asks them to "please return to their seats". 

The walk-out was, in fact, pre-planned by the student union as an act of protest against Hopkins' appearance at an event held as part of the University's 50th anniversary celebrations. 

Ali Milani, the Brunel Student Union president, says he and other students knew the walk-out would "start a conversation" around no-platforming on campuses, but as he points out, "What is often overlooked (either purposely or as a result of the fanfare) is that the conversation at no point has been about banning Ms Hopkins from speaking on campus, or denying her right to speak."

Instead, students who found her appearance at the welfare debate "incongruous" and "distasteful" simply left the room: "We silently walked out because Ms Hopkins has the right to speak, but we also have the right to express our discontent."

Milani praised the student body for treading the line between freedom of speech and expressing their distaste at Brunel's decision: 

"They have respectfully voiced their antagonism at the decision of their institution, but also . . . proven their commitment to free of speech and freedom of expression."

The protest was an apt way to dodge the issues of free speech surrounding no-platforming, while rejecting Hopkins' views. A walk-out symbolises the fact that we aren't obliged to listen to people like Hopkins. She is free to speak, of course, albeit to empty chairs. 

Barbara Speed is a technology and digital culture writer at the New Statesman and a staff writer at CityMetric.