"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: youtube.com
Photo: Getty
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Can Philip Hammond save the Conservatives from public anger at their DUP deal?

The Chancellor has the wriggle room to get close to the DUP's spending increase – but emotion matters more than facts in politics.

The magic money tree exists, and it is growing in Northern Ireland. That’s the attack line that Labour will throw at Theresa May in the wake of her £1bn deal with the DUP to keep her party in office.

It’s worth noting that while £1bn is a big deal in terms of Northern Ireland’s budget – just a touch under £10bn in 2016/17 – as far as the total expenditure of the British government goes, it’s peanuts.

The British government spent £778bn last year – we’re talking about spending an amount of money in Northern Ireland over the course of two years that the NHS loses in pen theft over the course of one in England. To match the increase in relative terms, you’d be looking at a £35bn increase in spending.

But, of course, political arguments are about gut instinct rather than actual numbers. The perception that the streets of Antrim are being paved by gold while the public realm in England, Scotland and Wales falls into disrepair is a real danger to the Conservatives.

But the good news for them is that last year Philip Hammond tweaked his targets to give himself greater headroom in case of a Brexit shock. Now the Tories have experienced a shock of a different kind – a Corbyn shock. That shock was partly due to the Labour leader’s good campaign and May’s bad campaign, but it was also powered by anger at cuts to schools and anger among NHS workers at Jeremy Hunt’s stewardship of the NHS. Conservative MPs have already made it clear to May that the party must not go to the country again while defending cuts to school spending.

Hammond can get to slightly under that £35bn and still stick to his targets. That will mean that the DUP still get to rave about their higher-than-average increase, while avoiding another election in which cuts to schools are front-and-centre. But whether that deprives Labour of their “cuts for you, but not for them” attack line is another question entirely. 

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

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