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  1. Business
3 November 2012

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

The ADgenda: this week's most offensive advert.

By Anna Lezard

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.

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