Soap bubbles? Really?
This is just a whole new level of disturbing. (Trigger warning.)
I don't give a rat's ass what your cause is; comparing the dangers of cleaning products to sexual assault is just not okay.
h/t to reader Valerie.
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I love Method products, so I'm incredibly disappointed by this. Incredibly triggering and unnecessary. They'll be getting an email from me, that's for sure.
I'm with the actress on this one: "What the fuck??"
The first response I received from the advertiser:
Thank you for your feedback on our “Shiny Suds” video.
We sincerely apologize for any offense taken to our video. As creators of eco-friendly cleaning products, we believe people have the right to know what is inside the cleaning products they use. Our goal was to connect people to their local representatives and congress people to affect change.
“Shiny Suds” is intended to create a conversation and not to be interpreted literally. Many people aren’t aware that traditional cleaners may contain ingredients that are harmful to the environment and potentially harmful to themselves and their families. Our intention was to personify the dirty chemicals many household cleaners can leave behind through the animated bubbles, in the style of a classic cleaning commercial.
We are a values-based company, and in no way do we condone or promote harassment of any kind. We appreciate your feedback and will certainly take it into consideration. Consumer insights, such as yours, will inform future projects.
We are truly sorry that our video offended you.
Thank you for taking the time to reach out to us with your concerns.
You can be sure that I'll respond.
I got the same response. I guess they were either prepared for this response, or have gotten enough complaints they had to make a form letter. I am going to keep hounding them until this goes away.
Looks like they've now gotten enough complaints that they've written a form letter. The various commenters over at Shakesville got different responses when they e-mailed.
I never thought soap bubbles could be so creepy...
Got any comments, stories or method love to share? TELL US.
info@methodhome.com
I had a comment.
Why do companies constantly think it's a great idea to alienate an entire group of their consumers like this?
Who comes up with this shit?
Wow. What appalling judgment. The chemical residue left in tubs and showers are probably bad in many, many ways -- but they will not actually watch and catcall women while they shower. And using that as a metaphor is _so_ not okay. It's not even similar, and using something that is the source of such visceral fear for women as a cheap metaphor is insulting.
Way to be a bad ally. They should pull this shitty ad and repudiate the tactic. They should, but they probably won't.
Wow. What appalling judgment. The chemical residue left in tubs and showers are probably bad in many, many ways -- but they will not actually watch and catcall women while they shower. And using that as a metaphor is _so_ not okay. It's not even similar, and using something that is the source of such visceral fear for women as a cheap metaphor is insulting.
Way to be a bad ally. They should pull this shitty ad and repudiate the tactic. They should, but they probably won't.
Household cleaners are still targeted almost entirely at women. How did they think this would fly? What the hell? I am even madder because everything in my house is from this company. I don't want to think of "Fraternity Gang Rape" when I see a commercial about shower cleaner. Email sent.
Household cleaners are still targeted almost entirely at women. How did they think this would fly? What the hell? I am even madder because everything in my house is from this company. I don't want to think of "Fraternity Gang Rape" when I see a commercial about shower cleaner. Email sent.
I don't know why you (or anyone else who is outraged by this) has such a hard time understanding why this was created given that most women are are the ones who most often use cleaners.
The implication in the commercial is clear. Don't use cleaners that use chemicals that leave a residue. To get their point across, they depict the bubbles as depraved and leering when a woman enters the shower after using the chemical product.
I think it's safe to say that most women don't want to be leered at, and as a result they will relate to the negative portrayal of the chemical bubbles in the commercial. They will also, in effect, agree with the message of the commercial, that chemical cleaners that leave behind a residue are bad.
I also think it's silly to think that this somehow relates to sexual assault. It's a harmless commercial with no direct links present to something serious like sexual assault.
One can "get" the commercial without thinking it is in any way appropriate.
it's silly to think that this somehow relates to sexual assault. It's a harmless commercial with no direct links present to something serious like sexual assault.
How does it NOT relate to sexual assault? The woman is uncomfortable, hiding her body, cowering even while in the shower. Meanwhile the bubbles are catcalling, leering, making sexual comments. The bubbles are trying to (and succeeding in) making her uncomfortable while using a sexual subtext. If a woman encountered a group of real men (notice the voices are all male) making sexual comments about "waiting" for her and "watching" her, she would feel threatened. She would be worried that a sexual assault was imminent. She would fear for her safety.
This is similar to the "Why do conservatives use rape metaphors?" video farther down the page. Method is using something incredibly serious and terrifying to many women to make their point. They don't need to use something as culturally charged and as emotional as sexual assault to tell us that chemicals are bad.
You can argue that something like this is relatively minor, and shouldn't be taken so seriously. But it is offensive because it trivializes rape by comparing sexual assault to chemical residue.
I see what you are saying, but I think in the end you are simply reading into it too much. I don't think the commercial displays themes of sexual assault, rather, I think it simply portrays the unwanted feelings associated with being in an uncomfortable situation, such as changing in a locker room full of strangers (obviously a locker room where everyone is the same gender though).
With that in mind, I think the commercial is well within the bounds of what is acceptable. It gets its message across in a provocative manner, but without endorsing or trivializing something that is wrong like assault.
I think it simply portrays the unwanted feelings associated with being in an uncomfortable situation
But the situation is one in which a woman is nude and distraught and being subjected to leers and sexual comments. To me, exactly this kind of situation evokes themes of sexual harassment and/or sexual assault.
I understand your position but I must respectfully disagree. I believe the reason why you see those themes in the commercial is most likely due to a heightened awareness of issues involving sexual assault. This isn't a bad thing, but sometimes I think as people we read into things too much when it is about a particular issue we feel strongly about. It's true, in many cases, that if you look hard enough something you will find it, even if the path of reasoning you took to get to that point is faulty, thus rendering your findings worthless.
I think this is one of those situations. I don't think the themes present in the commercial constitute what could be seen as an allusion to sexual assault.
I think we'll have to agree to disagree then. I don't think there's any interpreting involved in this - yeah, they're soap bubbles and not people, but they're jeering at, ogling, catcalling, and making sexual comments and comments about her body to a woman who is obviously uncomfortable and at times fearful. If that isn't sexual harassment, I'm unsure what is (and I don't mean that as a snarky comment, I mean it genuinely).
Let me help you out here.
Posters are saying that the words spewed by the shiny bubbles are sexual and offensive, and they are equating that with (verbal) assault.
There is no need to fall back on the oily defense of people "reading too much into" the content of the commercial -- it's all right out there in full view and hearing.
You may argue that offensive sexual language is not a verbal assault, or that a verbal assault is not a "real" assault; but that's a whole 'nother issue (and one not likely to find much favor on this site).
Thanks for the "help", but I understand perfectly what the other posters are saying, I simply disagree with their interpretation.
Here's a tip for when engagning in discourse in a feminist community - and I do not mean for this to sound condescending in any way:
When speaking to a group of people who are the focus of oppression, discrimination, harrasment, et al, and they tell you that something is oppressive, discriminatory, or harrasing, it really isn't your place to tell them they are wrong.
If I say "This commercial is triggering. It portrays soap bubbles acting out very real, very violent, and very scary street harrasment scenarios." You may very well disagree with that interpretation, but that is irrelevant, since you are a) not Methods target demographic b) not street harrasers target demographic and c) not, for the most part, the target demnographic of sexual assault/harrasment in general.
It is akin to telling a transgendered person that "tranny" jokes are all in good fun, and they are interpreting them incorrectly. If a transgendered person says to it's offensive, then it's probably offensive. Maybe this doesn't seem analogous to you, but it is. The reality is that alomst every single woman I know has been subject to street harrasment, all the while the reality of the possibility of escalation screaming in the back of their heads.
So, if you want to participate in actual discourse here, do not be dismissive of our lived realities.
This ad is targeted at women and makes a joke of something that is traumatising for women (as evidenced in MANY of the comments, and not just here). There's no more "interpretation" needed on the subject. It's offensive to it's target.
I'm part of the target demographic and don't find it offensive in any way. Further, I've been assaulted, and I still don't find this offensive. I'm involved in programs that help women who have been through what I have, and still... I don't find this offensive. I don't find it at all entertaining, but that's another matter entirely.
I think you have a right to your opinion, but your reaction to this may indicate that you're clinging to a victim mentality. I don't mean that to sound offensive, but it is my opinion. It is also my opinion that people clinging to a victim mentality have a hard time healing (not moving on... one never really does, but you can heal). If you are also a victim, I wish you the best in that journey, but such extreme reactions to things are hardly productive. I've found scenes in many movies triggering, scenes I didn't expect, but they were part of the story and I didn't go writing to the production company.
I have to respectfully disagree with you.
I don't think that being offended/triggered by this commercial means that someone is clinging to a victim mentality at all.
I am a person who has never been outright sexually assaulted, but I did have an experience that was not 100% dissimilar to what is depicted in this advertisement.
Does that event cripple me?
Not at all. Actually, I used that experience to make decisions about what I will and will not allow to happen in my life. I took the event and used it to empower myself - essentially, I am far from being a victim or having a victim mentality.
That said, watching this commercial brought up those very feelings that I was experiencing 11 years ago at the time of my event.
Was that the ONLY way that the commercial's ideas could be presented?? Of course not.
We could have a guy come in with his newspaper, sit on the john, and slowly melt into the bowl in response to the toxic bubbles.
We could have the family dog come in, lick the tub, and die frothing at the mouth, in body-wracking spasms.
We could have an EPA operative in a hazmat suit, radioing for backup as the trucks outside cordon off the yard.
There were so many tasteless ways to get the idea across. Why this one?
Why this one? Why not? An attractive nude female is sure to draw strong, albeit very different, reactions from both men and women. The advertiser is trying to get the viewer to acknowledge that what they are presenting is an actual problem. They are trying to make the viewer pay attention to the commercial, and not tune it out as some bizarre, crusading cleaning commercial.
This commercial achieves this goal of grabbing the attention of the viewer and clearly getting their message across, that chemical cleaning products can leave behind harmful residue.
Why not?
If the commercial's goal is merely to grab the viewers' attention, it achieves that.
So would someone on-screen yelling a four-letter word, someone vomitting, or a close-up of piles of snot.
In those cases, however, some viewers might be offended and even turned-off from the advertised product. Certainly that would not want to be the image that the commercial left with prospective customers.
Likewise, in this case.
As you said, displaying graphic images simply to grab the viewer's attention is not in and of itself sufficient to fulfill the goal of the advertisement, that being, selling its product (or message). This is the fine line of what is crude, and what is acceptable. I don't feel that line has been crossed in this commercial.
Let me now go back to your words.
An attractive nude female is sure to draw strong, albeit very different, reactions from both men and women.
Agreed. The commercial now has my attention.
The advertiser is trying to get the viewer to acknowledge that what they are presenting is an actual problem.
The commercial presents yappy bubbles catcalling the woman in the shower. That IS a problem, but not the one the advertiser wants to call my attention to. Sexist, verbal harassment of the actress doesn't equate with toxic chemical buildup.
This is the fine line of what is crude, and what is acceptable.
We're talking about a commercial here, not the defense of avante garde performance art. I find it offensive that "the fine line" is anywhere near something that is supposed to connect with me and convince me to buy product.
I don't feel that line has been crossed in this commercial.
I believe you.
I don't agree with you.
"I believe you.
I don't agree with you."
Fair enough.
Although I will say that in a certain sense, advertisements are art.
Certainly more so than some of the junk that modern art claims is 'art' (splattered paint and random triangles are not art, they are the products of a 4th grader bored during recess).
Why not?
If the commercial's goal is merely to grab the viewers' attention, it achieves that.
So would someone on-screen yelling a four-letter word, someone vomitting, or a close-up of piles of snot.
In those cases, however, some viewers might be offended and even turned-off from the advertised product. Certainly that would not want to be the image that the commercial left with prospective customers.
Likewise, in this case.
It's a harmless commercial with no direct links present to something serious like sexual assault.
You are male, yes?
Do you appreciate that women are very often subjected to street harassment and sexual assault (more often than most people, perhaps yourself, would expect) ? Almost all the perpetrators of these crimes/incidents are male.
Do you not understand that seeing an advert like that brings memories of these attacks, or, in my case, memories of incredibly uncomfortable emotions such as anxiety?
I would reasonable expect to see something like that in a bleak movie (re: the harassment not the soap!), but to come across it in a television advert used in possibly the most ridiculous and inappropriate way imaginable...speaks volumes for the amount of respect given to women by the advertising people behind this.
Yes, I am male.
I do realize that women can be subjected to street harassment and sexual assault. As to whether or not it is more than I would expect, I doubt that. I know the events happen fairly frequently, with their rate varying based upon location. Even if the rates were low though, they were be too high. Lewd public behavior of men towards women is disgusting, and obviously rape is even worse. The only acceptable rate of occurence for these crimes is zero.
I understand your point about bring back painful memories, I do not however feel that it is practical for advertisers to take this into consideration when formulating commercials. Advertisers are only concerned with getting their message across, if a few feelings are hurt along they way then so be it. I don't necessarily agree with this, but it is unavoidalble in a society with a (mostly) free market with little censorship. Since I am against censorship, and I do not want to see our free market replaced with socialism, I don't see anyway around it.
I'm sorry but I don't understand the point of any of your comments on this post. You don't find the commercial that offensive, clearly. Okay. You think that people are "reading too much into it" but feministing is pretty well known for doing media criticism that has a feminist bent. That should not surprise you if you read this site even on a semi-regular basis.
Also I don't get why you have to bring free markets and socialism into the mix. Looking at advertisements through a critical eye does not equate to advocating for censorship. What it DOES advocate for is some thoughtful discussion, and maybe encouraging people to exercise a sense of respect or common decency. There are certainly many commercials that aren't respectful of people's feelings and it's obviously impossible to cater to everyone's individual experiences, but given the sheer amount of women who have been sexually harassed, this commercial seems to alienate an entire group of people, not just one individual person. It wasn't necessary, is the point. There was no need. Not only is it distasteful, but it's just bad advertising. I understand that it doesn't make you feel offended, but you're also not a woman who has been sexually harassed, so the point is kind of moot.
Very well said. The whole socialism/capitalism thing is obviously a red herring. Nobody is asking for censorship. Commenter should note that nobody is suggesting penning e-mails to the FCC or asking YouTube to take it down. Conventional thought in social movements is that grassroots changes will always precede legal changes; not vice versa. Changing minds, not changing laws, is what social movements seek to do.
My comments regarding economics were in response to a previous comment by paper tiger. It was somewhat off topic, but it was not a red herring. I certainly wasn't trying to redirect the argument to something else.
My point in bringing it up is that we shouldn't expect advertisers to consider everyone's (in particular, minorities) concerns when making a commercial. Thus, instances like this, where a few people take offense to a commercial that most find unoffensive, are unavoidable.
Also, Many past social movements have sought to change minds AND laws, not necessarily in that order. Many progressive movements in the early 20th century, like the 'drys' against alcohol, would fit into this category. They eventually won their battle to ban alcohol, but lost in their bid to convince the nation of the evils of drinking.
On the other hand, Suffragists, by and large, won the fight to both change the law and the minds of the nation, despite opposition from all corners of the nation, including many women who were anti-suffrage.
A full 25% (at least) of your target demographic does not a minority make. FYI.
I say this because 1 in 4 will experience Sexual Assault. And pretty much all will experience this kind of unsettling harassment. So from an economic perspective, pissing off/triggering/upsetting your target demographic is stupid. Not rational advertising tactics.
25% of a population is a minority. Whether it is a large number of people or not, it's still a minority.
You're essentially saying that if 49% of your audience was sexually assaulted and was offended by this advert, you think thats acceptable only because 51% of the audience is ok with it?
You're essentially saying that if 49% of your audience was sexually assaulted and was offended by this advert, you think thats acceptable only because 51% of the audience is ok with it?
No, you need to use a some common sense judgement with it, and I think 25% is a sizable chunk of the demographic.
Apologies for double post.
Agreed.
I don't agree with censorship, but the general consensus (certainly here) is that this advert was disrespectful and distasteful to plenty of women.
In fact, I'd even go as far to say you'd struggle to find a single woman who thought differently.
Yes, the general consensus here is that it is offensive. However, I don't think that the majority of people would find this advertisement offensive however.
Of course, without doing a survey with a sufficient sample size, there isn't sure way of knowing. Too bad I doubt anything like that will happen, I think this would make a very interesting study.
Also, I doubt I would struggle to find a woman who did not take offense to this.
I have to disagree with the suggestion that the majority of people wouldn't find the ad offensive or at least creepy. I've shown it to many male and female friends and family members in the context of, "Hey, watch this and tell me what you think." Not all of them consider themselves feminists, and the squicked-out reactions were quite similar. That's far from a scientific study, of course, so take it for what it's worth.
I think "reading into it too much" is the new "hysterical".
It's not censorship for consumers to complain to a company or even boycott their products because you find their advertising (or company policies, etc.) offensive. In fact, that's a HUGE part of the free market. If disgust over these ads hits them in the pocket book, they will either change or lose business. If enough people are ok with it, they won't suffer. It's certainly not censorship for feministing to bring some awareness to what many of us see as unsavory advertising practices.
I'll add my voice to the chorus and say that there were a ton of other ways to convey the message in this ad. Why not have the bubbles burping or trashing the bathroom? Or even one suggestive comment followed by her wiping out the bubbles with a Method product? I went into this thinking it might be a case of reading too much into it, but the extended lecherous harassment went into uncomfortable territory. It doesn't mean I'm cowering a shower reliving past sexual trauma, but I can say it's a shitty advertising technique and respond accordingly.
This is, of course, the problem - that you don't see the problem. This - the invisibility of sexism - is what aware women and men have been fighting for years. Making light of sexual harassment obviously isn't a big deal for the harassers and their defenders. But to women, sexual harassment is a big deal. That is the point here - that people need to start seeing it. One cannot pretend for an instant that there are no other ways to sell a product than sexist ones.
Lewd public behavior of men towards women is disgusting ... The only acceptable rate of occurence for these crimes is zero.
But don't you see that is what this commercial is displaying? The (male) bubbles are saying lewd sexual things to the (naked and vulnerable) woman. If she were walking down a public street, how would that not be harassment? Seriously, watch the commercial again, and really listen to what the bubbles are saying. If a group of men were using these same words to a woman on the street, you wouldn't think that was the "lewd public behavior" you find unacceptable?
Censorship means the government telling you what you can say. Ignoring a private individual or corporation who rudely asks for your money is not censorship.
Saying we will paper the company and boycott the products is a capitalist response. It is Darwinian economics at their finest. Only those companies who satisfy the consumer survive. This one clearly isn't just now.
The logic goes like this:
1. About 70-80% (not a typo) of domestic consumer spending is female-driven. This figure goes up when it comes to household cleaning products.
2. People who care about the environment tend to be more feminist - not because these are both economically leftie positions (I am a feminist who believes capitalism is the main reason feminism is winning) but because of education. Educated women tend to be more feminist and educated PEOPLE tend to be more interested in the environment.
3. Therefore, nearly everyone who wants to buy eco-friendly household cleaning products is a feminist woman.
Conclusion: Method should pander to this demographic, EVEN IF THEY ARE WRONG. Whether or not they are being a bunch of horrible bitches is, in this instance, totally irrelevant. Feminists don't like the ad. They are prepared to buy Seventh Generation products instead. They have control of the purse strings for this consumer decision. Once they've tried rival products they might prefer them and never come back. If Method are sensible capitalists, they should pull the ad.
I am a sexual assault survivor, and I found this advertisement triggering.
Is that enough for you? Do you think I like being reminded of the kind of language and mentality that was used? If you don't find it offensive, then fine. But I sure as fuck do, and I am not going to tolerate people telling me what I should and should not find offensive or triggering.
What?!? What??? That is appalling. I LOVE Method cleaners as they don't use any animal products in their cleaners.
I am sending an email immediately.
It would have been funny if it just showed the woman feelings awkward that all the talking suds were still there when she went to take a shower. But when they started cat calling her the whole thing just became triggering and creepy.
Yeah, had the commercial stopped after the suds said how they were toxic residue left over from cleaning products, that would have been totally different. I'd still have been a little weirded out by a naked woman hiding from talking bubbles, but the full-length commercial is completely appalling and squicked me out profoundly.
WTF.
Why the hell are women still willing to play these roles?
creepy.
I feel so violated by watching this! These people don't care about how the women feel! They just to use their concerns about, yes, sexual harrassment to sell. I wonder if it's working in this case.
What? Women are too stupid to consider the real risks of real cleaning products? We have to be nauseated with threats of sexual harassment and assault by animated soap bubbles? Wow. Just...wow.
Most people are too stupid to consider the personal and environmental safety of their cleaning products, and "beauty" products, and foods they eat, and pills they consume. Not just women. I'm not saying anyone in particular reading this is, just making a generalized statement about Western society at large-- Most people need to have it brought to their attention.
But this was a really dumb way to get it across. I like the ideas presented in another comment-- why not someone melting away while on the toilet? Everyone "gets" toilet humor, it's funny in that juvenile-yet-innocent way. Much better than the PETA-esque crap above.
Be careful with the "most people are too stupid" comments. Considering that some eco-friendly cleansers, Method included, are twice the price of some better known cleansers that aren't quite as "green," you'd do well to remember that for many this isn't an issue of stupidity, but rather affordability.
or the fact that when you live in on campus student housing you are given a list of the cleaners you are and are not allowed to use to clean the bathroom with. At least that is how it is at my school. I am forced to spray tilex to get rid of the mold in my shower stall, even though I could do the same thing with vinegar, but we aren't allowed to use it
That's *so* weird to me. I go to a very "hippie" school with a huge focus on environmental initiatives. We're not allowed to use any cleaners with phosphates and they always suggest natural things over anything else. They purchase eco friendly cleaners for us but they also suggest we do what we can with vinegar, baking soda, etc.
And there's a campus wide ban on all bleach products.
I don't think its that bad. I mean yeah, they did go a little too far. But really I was more creeped out than offended.
Many commercials using imaginary scenarios to make a point, are just really annoying. Like why do I need to see people driving a car through rainbow clouds or something to understand that Skittles are tasty? Why do they even need the ad in the first place? Am I going to suddenly forget that Skittles or Coke exist?
Anyways. This ad takes that and dials it up to a whole new level. I can't imagine thinking to myself after watching this, "damn, I really need to run out and get myself some Method cleaning products, because creepy guys are so much like those pesky soap suds!" I mean, wtf?
Many commercials using imaginary scenarios to make a point, are just really annoying. Like why do I need to see people driving a car through rainbow clouds or something to understand that Skittles are tasty? Why do they even need the ad in the first place? Am I going to suddenly forget that Skittles or Coke exist?
Anyways. This ad takes that and dials it up to a whole new level. I can't imagine thinking to myself after watching this, "damn, I really need to run out and get myself some Method cleaning products, because creepy guys are so much like those pesky soap suds!" I mean, wtf?
WHAT THE FUCK.
Here's the response I got from Method:
Thank you for your feedback on our “Shiny Suds” video.
We sincerely apologize for any offense taken to our video. As creators of eco-friendly cleaning products, we believe people have the right to know what is inside the cleaning products they use. Our goal was to connect people to their local representatives and congress people to affect change.
“Shiny Suds” is intended to create a conversation and not to be interpreted literally. Many people aren’t aware that traditional cleaners may contain ingredients that are harmful to the environment and potentially harmful to themselves and their families. Our intention was to personify the dirty chemicals many household cleaners can leave behind through the animated bubbles, in the style of a classic cleaning commercial.
In no way does our brand condone or promote harassment or violence of any kind. We appreciate your feedback and will certainly take it into consideration. Consumer insights, such as yours, will inform future projects.
We are truly sorry that our video offended you.
Thank you for taking the time to reach out to us with your concerns.
jessie
pulse of the people:: method
phone: 866.9.method
Here's the response I got from Method:
Thank you for your feedback on our “Shiny Suds” video.
We sincerely apologize for any offense taken to our video. As creators of eco-friendly cleaning products, we believe people have the right to know what is inside the cleaning products they use. Our goal was to connect people to their local representatives and congress people to affect change.
“Shiny Suds” is intended to create a conversation and not to be interpreted literally. Many people aren’t aware that traditional cleaners may contain ingredients that are harmful to the environment and potentially harmful to themselves and their families. Our intention was to personify the dirty chemicals many household cleaners can leave behind through the animated bubbles, in the style of a classic cleaning commercial.
In no way does our brand condone or promote harassment or violence of any kind. We appreciate your feedback and will certainly take it into consideration. Consumer insights, such as yours, will inform future projects.
We are truly sorry that our video offended you.
Thank you for taking the time to reach out to us with your concerns.
jessie
pulse of the people:: method
phone: 866.9.method
That's so fucked up and it goes to show how women can be easy targets in advertising. It reminds me a little of the creeps back in high school or just encountering them on the streets. Where can we write and complain to get this ad taken out?
I find this ad incredibly creepy. Not only that, using incidents of sexual assault, whether real or implied, to grab the attention of the viewer trivializes the horror of the act itself. What's next? A simulated, but nonetheless graphic rape scene to emphasize that we are being "raped" by environmental pollutants? Why stop there? Why not film a real rape to illustrate a conceptual point?
Some years ago I heard a man talk who had been actively involved in the sixties counterculture movement. He expressed disgust at all the nudity that is commonplace in movies, television, and the internet by stating that in his day, as he put it, "nudity meant something". And by that he meant that showing nudity once upon a time was shocking and had an immediate emotional impact upon the audience that has now been completely lost.
I find this ad incredibly creepy. Not only that, using incidents of sexual assault, whether real or implied, to grab the attention of the viewer trivializes the horror of the act itself. What's next? A simulated, but nonetheless graphic rape scene to emphasize that we are being "raped" by environmental pollutants? Why stop there? Why not film a real rape to illustrate a conceptual point?
Some years ago I heard a man talk who had been actively involved in the sixties counterculture movement. He expressed disgust at all the nudity that is commonplace in movies, television, and the internet by stating that in his day, as he put it, "nudity meant something". And by that he meant that showing nudity once upon a time was shocking and had an immediate emotional impact upon the audience that has now been completely lost.
Does anybody have suggestions of what to respond to the form letter we're all getting?
I am yet another person who has gotten that same e-mail response spit back at me.
I really hope they are tallying how many "comments" they've received over this insulting atrocity and they'll release a PUBLIC apology.
Un-fucking-believable. I am so incredibly pissed, days after seeing it the first time!
Are they showing this shit on television?
Creepy as all get out. I was disappointed that she didn't turn the spray on those nasty little fuckers and wash them away. I actually cringed in response to their open-mouthed staring. Urgh.
I don't care how late to the party I am- another what-the-fuck has to be added to this pile.
What really bothers me about this is just how entirely unneccesary it is. I think the general idea (old-advertisement-ish happy soap suds staying after they should) is cute and pretty effective... but the EXACT SAME idea could have been implemented by, say, showing the woman coming in to find the soapsuds all having some wild party in the bathroom, or moping around in a overly dramatic way, or any number of other things that don't involve creepy and tasteless references to sexual assault. Eww.
Who have people been e-mailing? I recommend CC'ing all the people listed under Press and Advertising:
katie@methodhome.com, rachel@methodhome.com, advertising@methodhome.com, George@methodhome.com
Do mention you'll rethink your Method purchases unless they pull the ad
That's a good suggestion, to CC all those people. I just e-mailed the general address - but I did tell them I would not be buying any of their products and that sent the ad to all my friends and family so they'd know not to support such a company too.
I saw this a few days ago and thought it was funny. And please don't think im naive for saying so (but i guess by saying that im opening myself up for a retort that says so)
I get this ad as spoof of the Dow scrubbing bubbles... and that shit is toxic AND does stay behind. My mind did not extrapolate that the cleaning residue bubbles were verbally assaulting only women. It was a personification which when spoofing the dow scrubbing bubbles is pretty accurate.
I can understand being offended and i cant tell anyone not to be, i just needed to put my two cents in.
It wasn't exactly offensive to me, it just made me incredibly and painfully uncomfortable!
If that's what Mehod wants me to feel every time I see one of their products from now on - well mission accomplished!! I now associate Method products with feeling helpless and being gawked at during private moments. I’m assuming they were going for making me feel that way every time I saw OTHER cleaning products, but that’s not how it played out with me.
This was an unfortunate mistake by their marketing dept and a really bad call on some exec’s part. I wonder if they actually tested it to see people's reactions to it...
Just stupid really, especially when you consider who you're marketing cleaning products to.
Method get’s a big “DUH” and a FAIL from me! Some sensitivity training should be mandated PRONTO for everyone who played a hand in that monstrosity of a commercial.
That video set out to be scary and disturbing, and succeeded. I do not know if that is a good thing or a bad thing.
Dear Andrew,
Again, I want to apologize for any distress you have experienced due to our video. We have received a number of comments mirroring your sentiments, and we are taking them very seriously.
We are sorry if we have lost your business, and more importantly, your respect.
Method does not tolerate harassment, assault or violence against women, nor do we feel that our video encourages these behaviors.
As with all media messages, people will interpret our video in different ways. In no way are we undermining your experience with the video. I understand that you feel our choices were unacceptable. However, we currently do not plan to remove the video, as we stand by the goal of this campaign: to raise awareness about the dirty chemicals often found in traditional cleaning products.
I am truly sorry for any offense or pain the video has caused you.
Rachel
method public relations
I got a similar but slightly different response:
Dear [paperispatient],
First of all, thank you for taking the time to share your thoughts on our “Shiny Suds” video.
We sincerely apologize that our video offended you.
In no way do we tolerate harassment, assault or violence against women, nor do we feel that our video encourages these behaviors.
As a company that makes eco-friendly soap and cleaning products, we believe people have the right to know what is inside the cleaning products they use and our goal with this video was to connect people to their local representatives and Congress people to affect change.
As with all media messages, people will interpret our video in different ways. In no way are we undermining your experience with the video. We understand you feel our choices were unacceptable.
We currently do not plan to remove the video, as we stand by the goal of this campaign: to raise awareness about the dirty chemicals often found in traditional cleaning products. However, in light of the inappropriate responses seen on YouTube, we have removed the ability to comment in order to keep the focus on the Household Products Labeling Acts.
We are truly sorry for any offense the video has caused. We will consider your insight as we develop future projects.
jessie
pulse of the people:: method
phone: 866.9.method
I too sent an e-mail to Method about how inappropriate this ad is and this is the response I got (which has left me even more angry than before)
Dear Michelle
First of all, thank you for taking the time to share your thoughts on our “Shiny Suds” video.
We sincerely apologize that our video offended you.
In no way do we tolerate harassment, assault or violence against women, nor do we feel that our video encourages these behaviors.
As a company that makes eco-friendly soap and cleaning products, we believe people have the right to know what is inside the cleaning products they use and our goal with this video was to connect people to their local representatives and congress people to affect change.
As with all media messages, people will interpret our video in different ways. In no way are we undermining your experience with the video. We understand you feel our choices were unacceptable.
We currently do not plan to remove the video, as we stand by the goal of this campaign: to raise awareness about the dirty chemicals often found in traditional cleaning products. However, in light of the inappropriate responses seen on YouTube, we have removed the ability to comment in order to keep the focus on the Household Products Labeling Acts.
Warmest regards,
jessie
I too sent an e-mail to Method about how inappropriate this ad is and this is the response I got (which has left me even more angry than before)
Dear Michelle
First of all, thank you for taking the time to share your thoughts on our “Shiny Suds” video.
We sincerely apologize that our video offended you.
In no way do we tolerate harassment, assault or violence against women, nor do we feel that our video encourages these behaviors.
As a company that makes eco-friendly soap and cleaning products, we believe people have the right to know what is inside the cleaning products they use and our goal with this video was to connect people to their local representatives and congress people to affect change.
As with all media messages, people will interpret our video in different ways. In no way are we undermining your experience with the video. We understand you feel our choices were unacceptable.
We currently do not plan to remove the video, as we stand by the goal of this campaign: to raise awareness about the dirty chemicals often found in traditional cleaning products. However, in light of the inappropriate responses seen on YouTube, we have removed the ability to comment in order to keep the focus on the Household Products Labeling Acts.
Warmest regards,
jessie
There is a man on YouTube who made a video about this. I myself found this funny, but this was a few days before I started reading Full Frontal Feminism. But if they value themselves, and do not want to offend anyone, just showing how dirty cleaning products can be. You do NOT need to show it as a girl basically getting eye raped by freaking soap bubbles! Jeez!
I just received a second reply - looks like there were enough complaints in the end and they have removed the video:
Thank you for your sincere feedback about our “Shiny Suds” video. It was not at all our intent to offend or promote any form of harassment. We understand the concerns associated with our video and are removing it from YouTube and all other controlled sources.
Method is a group of women and men who care about our planet, but first and foremost about people. Our intent in this campaign was to raise awareness for transparency in cleaning product ingredients, to which we remain committed.
We continue to learn and we appreciate the fact that you took the time to reach out to us.
Our sincerest thanks,
Method