Building off of Snickers' "You're not you when you're hungry," this stunt takes the old wolf whistle construction workers and turns that stereotype on its cheeky head. By not being them, they are actually being pro women's rights, not sexist, not chauvinist pigs. I think this is quite an irreverent comment on society. I'm also guessing it'll go over the heads of a lot of people who will take it the wrong way.

"You want to hear a filthy word? Gender Bias."

Great comedic timing.

Agency: Clemenger BBDO Melbourne Marketing Director Matthew Graham Group Marketing Manager Brad Cole Creative Chairman James McGrath Executive Creative Director Ant Keogh Copywriter Andre Hull Art Director Lee Sunter Senior Producer - TV Lisa Moro Planning Director Michael Derepas Planner Matt Pearce Group Account Director Jennifer Chin Senior Account Director Tim Clark Director Nick Kelly, The Sweet Shop Camera Operators Andrew Dunlop / Chas Mackinnon / Jimmy Harmsworth Editor Graeme Pereira The Butchery Producer Nikolas Aulich, The Sweet Shop Production Company Wilf Sweetland (MD) / Edward Pontifex (EP), The Sweet Shop Post Production Company The Butchery / The Refinery Flame Artist Eugene Richards, The Refinery Sound Designer/Engineer Stevo Williams, Flagstaff Studios Sound House Flagstaff Studios

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (4)

  • casey's picture
    casey (not verified)

    This advertisement is a problem because it implies that construction workers are NORMALLY sexist assholes who objectify women on the street. By saying that, when construction workers are not themselves, they treat women respectfully, it reinforces the stereotype that construction workers are sexist assholes when they are being themselves.

    Apr 21, 2014
  • kidsleepy's picture

    Only if you read it literally.

    Apr 21, 2014
  • Dabitch's picture

    Hello Brown University! Do they have many construction workers in the ivory towers where you live?

    Apr 22, 2014