Lads' mags and cheap lager: the Fosters ad belongs in the 90s

The ADgenda: This week's most offensive ad.

You'd think by now that tired old sexist stereotypes would have died a well overdue death. After all, no one benefitted from them - the well worn route of wife/girlfriend as ball and chain was offensive to women and patronising to any self-respecting male with a modicum of intelligence. In the 90s (the era of lads' mags and cheap lager) the marketing ideal seemed to be geared towards some sort of loveless existence where the very sight of your other half had you reaching for the cyanide. Women were inadequate versions of men, and the only appropriate response was to mock or have sex with them. But apparently this neanderthal view still has life in it if the new Fosters ad is anything to go by.

There are some ads that make you wish you could erase the memory from your brain the moment you've finished watching. This one falls squarely into that category as a whiney girlfriend rings the Fosters lad helpline to complain that her boyfriend never listens to her, bang on cue the "lads" give her some vague platitudes and leave her to gripe on the other side of the telephone as they continue with the important task of chugging down can after can of the brown watery stuff - necessary because this lager is so weak it would take a gallon and multiple trips to the bathroom before you started to feel even mildly woozy. She is satisfied with this diluted advice, because she is a silly woman, and ends the  call sighing something along the lines of: "I wish my boyfriend was as good a listener as you boys". Bam, fooled her, stupid women!

In the world this ad has created no one is a winner. Woman is stupid and neglected, man is bored and boorish. And both will sit at the dinner table dissatisfied and frustrated - in ad world, the battle of the sexes is raging.

Good call! Photograph: Getty Images
Getty Images.
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Voters are turning against Brexit but the Lib Dems aren't benefiting

Labour's pro-Brexit stance is not preventing it from winning the support of Remainers. Will that change?

More than a year after the UK voted for Brexit, there has been little sign of buyer's remorse. The public, including around a third of Remainers, are largely of the view that the government should "get on with it".

But as real wages are squeezed (owing to the Brexit-linked inflationary spike) there are tentative signs that the mood is changing. In the event of a second referendum, an Opinium/Observer poll found, 47 per cent would vote Remain, compared to 44 per cent for Leave. Support for a repeat vote is also increasing. Forty one per cent of the public now favour a second referendum (with 48 per cent opposed), compared to 33 per cent last December. 

The Liberal Democrats have made halting Brexit their raison d'être. But as public opinion turns, there is no sign they are benefiting. Since the election, Vince Cable's party has yet to exceed single figures in the polls, scoring a lowly 6 per cent in the Opinium survey (down from 7.4 per cent at the election). 

What accounts for this disparity? After their near-extinction in 2015, the Lib Dems remain either toxic or irrelevant to many voters. Labour, by contrast, despite its pro-Brexit stance, has hoovered up Remainers (55 per cent back Jeremy Corbyn's party). 

In some cases, this reflects voters' other priorities. Remainers are prepared to support Labour on account of the party's stances on austerity, housing and education. Corbyn, meanwhile, is a eurosceptic whose internationalism and pro-migration reputation endear him to EU supporters. Other Remainers rewarded Labour MPs who voted against Article 50, rebelling against the leadership's stance. 

But the trend also partly reflects ignorance. By saying little on the subject of Brexit, Corbyn and Labour allowed Remainers to assume the best. Though there is little evidence that voters will abandon Corbyn over his EU stance, the potential exists.

For this reason, the proposal of a new party will continue to recur. By challenging Labour over Brexit, without the toxicity of Lib Dems, it would sharpen the choice before voters. Though it would not win an election, a new party could force Corbyn to soften his stance on Brexit or to offer a second referendum (mirroring Ukip's effect on the Conservatives).

The greatest problem for the project is that it lacks support where it counts: among MPs. For reasons of tribalism and strategy, there is no emergent "Gang of Four" ready to helm a new party. In the absence of a new convulsion, the UK may turn against Brexit without the anti-Brexiteers benefiting. 

George Eaton is political editor of the New Statesman.