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
Photo: Getty
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Paul Nuttall is like his party: sad, desperate and finished

The party hope if they can survive until March 2019, they will grow strong off disillusionment with Brexit. They may not make it until then. 

It’s a measure of how far Ukip have fallen that while Theresa May faced a grilling over her social care U-Turn and Jeremy Corbyn was called to account over his past, the opening sections of Andrew Neill’s interview with Paul Nuttall was about the question of whether or not his party has a future.

The blunt truth is that Ukip faces a battering in this election. They will be blown away in the seats they have put up a candidate in and have pre-emptively retreated from numerous contests across the country.

A party whose leader in Wales once said that climate change was “ridiculous” is now the victim of climate change itself. With Britain heading out of the European Union and Theresa May in Downing Street, it’s difficult to work out what the pressing question in public life to which Ukip is the answer.

Their quest for relevance isn’t helped by Paul Nuttall, who at times tonight cast an unwittingly comic figure. Pressing his case for Ukip’s burka ban, he said earnestly: “For [CCTV] to work, you have to see people’s faces.” It was if he had intended to pick up Nigel Farage’s old dogwhistle and instead put a kazoo to his lips.

Remarks that are, written down, offensive, just carried a stench of desperation. Nuttall’s policy prescriptions – a noun, a verb, and the most rancid comment underneath a Mail article – came across as a cry for attention. Small wonder that senior figures in Ukip expect Nuttall to face a move on his position, though they also expect that he will see off any attempt to remove him from his crown.

But despite his poor performance, Ukip might not be dead yet. There was a gleam of strategy amid the froth from Nuttall in the party’s pledge to oppose any continuing payment to Brussels as part of the Brexit deal, something that May and Corbyn have yet to rule out.

If May does manage to make it back to Downing Street on 8 June, the gap between campaign rhetoric – we’ll have the best Brexit, France will pay for it – and government policy – we’ll pay a one-off bill and continuing contributions if need be – will be fertile territory for Ukip, if they can survive as a going concern politically and financially, until March 2019.

On tonight’s performance, they’ll need a better centre-forward than Paul Nuttall if they are to make it that far. 

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

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