Let it be said up front that this cranky second waver bears no animus with regards to hamsters, electric vehicles, or dancing. Yet, once these elements are mixed into the toxic soup of everyone’s favourite capitalistic patriarchal construct – better known as ‘our society’ – hilarity is bound to ensue.

The advertisement in whole, before we begin.

This commercial is about selling cars. (Duh!) But who is the target audience? (if you thought hamsters, please leave now there are places better suited for your attentions). Let’s break this down and take a look at the characters.

Science Hamster #1 – Red bow-tie, suspenders.

Science Hamster#2 – Red bow-tie, red glasses and polka dot shirt.

Science Hamster#3 – Rasta hat, white shirt.

Female Hamster in Ball – Brown and cute. Context wise we don’t know the ball hamster is female, but with time spent on establishing a connection one could assume.

We’re 10 seconds into the commercial and what do we have here – 3 male represented characters creating, designing, and actively teching out with all sorts of futuristic displays and machinery. The female role, to smiled and waved at; the unsurprising passive receptacle for male attentions.

Audio note – “Baby I’m preying on you tonight. Hunt you down eat you alive,. Just like animals (x2). Ah yes because the predator/prey relationship is so sexy, and filled with equality too!

Well nothing new here under the sun so far, but as with most patriarchal adventures it gets worse the farther you go. Our intrepid female hamster gets herself into a jam by wheeling her ball into the experimental area and is zapped along with the vehicle by the transmogrifying beams of science.

Our first glimpse of her portents much of what is to come. Disembodied woman parts with feminine signifiers for the winz!

The requisite Male gaze.

And after a full body pan, we as viewers to get to experience the male gaze. Just some reinforcement in case you missed the objectification the first time around.

Now that we have primed the audience for sexual objectification, lets use it to sell the damn car!

Where is the female empowerment (do tell my Third Wave friends)?!? Oh wait the power of love. How charmingly original for a female character (do contrast this with the creator, the scientist, the engineer).

Oh, dudes like their technology more than any single vampy female. Let’s get a shot of her looking flummoxed so we can reiterate the “female body selling car” angle again. We do remember the advertising truism – the sexual objectification of women sells.

Our intrepid dudes roll to the nearest pet store to ‘pick up some chicks’. Consider the perceived power differential – the dudes looming over a cage of helpless females – and of course the anvilicious buying of women for happy fun sexy times.

So cue more science and boom! Let the female empowerment roar while striking sexy poses for dudes (science and/or otherwise)!

Recently bough females remarkable receptive to their buyers, with nuzzling and other overt signs of female powah affection.

Cue the formation dancing with of course, our protagonists front and centre, we must never forget the centrality of the man and his power.

And thus endeth the analysis.

Going through this post made me think of all the conversations, mostly with men, about how we don’t need feminism anymore because we are an equal society now thus there is no use for feminism or feminist analysis. This was a cute commercial until you actually look at the underlying patriarchal messages that surprisingly happen to dovetail nicely how society perceives, and thus, how society treats women in 2014.

You could knock me over with a feather given how surprised I am about the level of misogyny present in our media.

As always, IBTP.