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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How will Theresa May meet her commitment to low-earners?

The Prime Minister will soon need to translate generalities into specifics. 

The curtailed Conservative leadership contest (which would not have finished yet) meant that Theresa May had little chance to define her agenda. But of the statements she has made since becoming prime minister, the most notable remains her commitment to lead a government "driven not by the interests of the privileged few, but by yours." 

When parliament returns on 5 September, and the autumn political season begins, May will need to translate this generality into specifics. The defining opportunity to do so will be the Autumn Statement. Originally intended by George Osborne to be a banal update of economic forecasts, this set-piece more often resembled a second Budget. Following the momentous Brexit vote, it certainly will under Philip Hammond. 

The first priority will be to demonstrate how the government will counter the threat of recession. Osborne's target of a budget surplus by 2020 has wisely been abandoned, granting the new Chancellor the freedom to invest more in infrastructure (though insiders make it clear not to expect a Keynesian splurge).

As well as stimulating growth, Hammond will need to reflect May's commitment to those "just managing" rather than the "privileged few". In her speech upon becoming prime minister, she vowed that "when it comes to taxes, we’ll prioritise not the wealthy, but you". A natural means of doing so would be to reduce VAT, which was increased to a record high of 20 per cent in 2010 and hits low-earners hardest. Others will look for the freeze on benefit increases to be lifted (with inflation forecast to rise to 3 per cent next year). May's team are keenly aware of the regressive effect of loose monetary policy (low interest rates and quantitative easing), which benefits wealthy asset-owners, and vow that those who lose out will be "compensated" elsewhere. 

A notable intervention has come from Andrew Tyrie, the Conservative chair of the Treasury select committee. He has called for the government to revive the publication of distributional analyses following Budgets and Autumn Statements, which was ended by George Osborne last year (having been introduced by the coalition in 2010). 

In a letter to Hammond, Tyrie wrote: "I would be grateful for an assurance that you will reinstate the distributional analysis of the effects of the budget and autumn statement measures on household incomes, recently and mistakenly discontinued by your predecessor." He added: "The new prime minister is committing her government to making Britain a country that works 'not for a privileged few, but for every one of us'. A high level of transparency about the effects of tax and welfare policy on households across the income distribution would seem to be a logical, perhaps essential starting point." 

Whether the government meets this demand will be an early test of how explicit it intends to be in reducing disparities. 

George Eaton is political editor of the New Statesman.