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Posts Tagged ‘Fred Minnick’

In Which Dewar’s Responds to Our Post on Its Sexist Ad Controversy


Yesterday we posted on an ad for Dewar’s Scotch that we found particularly annoying for its ridiculously obvious sexism; the fact that Business Insider later reported on the same story shows you that it got some traction in the old “mainstream media”. The brand has since removed the clip from YouTube in response to the uproar (which we attribute primarily to this great post by travel writer and whiskey specialist Fred Minnick).

To summarize: the “Baron” character in the ad was such a solid bro that he stepped in front of the unattractive woman approaching his friend at a bar; the voiceover copy portrayed that selfless act as the equivalent of “throwing himself on the explosives” to save the other guy. (For reference, urban dictionary and Jersey Shore’s “The Situation” define “grenades” and “land mines” as varieties of undesirable women, because ewww.)

We didn’t really expect a direct response to the post, but we got one courtesy of Dewar’s and PR AOR Nike Communications. Read it after the jump.

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UPDATE: Oh Hey, Dewar’s: Women Drink Whiskey, Too

As long-time cord-cutters (for the cash, not the principle), we have to rely on our trusty Twitter friends to share terrible commercials like this one for Dewar’s Scotch. It’s the most blatantly sexist video we’ve seen in some time. You don’t even need to watch it; just trust us.

At first glance, it simply appears to be a spot aimed at dim-witted, urban dictionary-proficient frat bros and their cousins in finance (just kidding, econ majors…or are we?!?!).

Yet today travel writer/liquor specialist Fred Minnick provides us with an excellent post explaining why this clip is much more than that. It didn’t just start a “kill this ad” petition from the perfectly named Canadian whiskey expert “WhiskeyLassie“—it could threaten the industry’s ability to advertise its products.

We’ll let Minnick explain why this is a potential PR debacle after the jump.

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