Here’s a question I can’t wait for my daughter to hear: “If you can’t celebrate finding a leopard print bag on sale at Kohl’s, what CAN you celebrate?” I mean, really, what else is there? Especially for someone as decorated and lauded as sensational athlete and gold medal soccer player Mia Hamm. http://www.youtube.com/watch?v=5Xl5aP_fKBo Kohl’s new “Shop to Win” campaign features Mia, Lindsey Vonn (Olympic gold medalist and world class skier) and Dara Torres (Olympic gold medalist and international swimmer), describing the intensity and thrill of competition. http://www.youtube.com/watch?v=wAOSB3jtz7k&feature=relmfu In the sport of… shopping. In 31 seconds all of their hard work and successes have been cheapened.
Ladies, you have become conspirators in advertising’s new sexist low. Girls around the world who worship these symbols of incredible sacrifice in making a dream come true can now shoot for the grand goal of: scoring a killer deal shopping? Is that the message they really want to send to younger girls? And how does this campaign help their athlete sisters, fighting for recognition from men, when their message is effectively, “Thank God all that sporty stuff is done so we can get down to what we REALLY want to do – SHOP!” The ad campaign must have been conceived at Sterling Cooper Draper Price. Right?
Wrong – Lindsey loves the campaign. Check out her interview with Bloomberg TV telling the interviewer Kohl’s fits with her image because, you know, we girls have GOALS when we shop and like to feel like we are WINNING! http://mobile.bloomberg.com/video/88881222/ If you are still unconvinced that this is the real Lindsey Vonn, her explanation of sponsor choice reveals her true colors. It’s not all about the money apparently–I mean, Red Bull provides a trainer and a massage therapist that travel with her, and Vail Resorts has a training camp named after her. And, y’know, like, that’s what matters.
Heaven help us when a smart real female role model comes along and says I like myself for who I am and screw anyone who wants to paint me into a dumb pretty girl corner.
See my post on SFGate about this campaign and the gender discrimination in endorsement options offered to male versus female athletes.
Tell Koh’s how you feel about its new ad campaign on its Facebook page.
Thanks for spreading the word about how horrible this new campaign is – a sad new low the advertising industry has stooped to – and shame on these female athletes for participating.
But…what if I like tiger print more than leopard print? 🙁