Women are a difficult market to engage in today; on the one hand, many of them seem to get pissed off when a person or organization won’t toe the line on “feminist” issues like abortion or the female image, or even when they clam up or try to engage in a reasonable discourse. This woman knows all about how to deal with those stinky, patriarchal men.
On the other hand, simple attempts, such as this Chevrolet Spark commercial, strive to resonate with the female market by investing in something Cyndi Lauper told us about back in the early ’80s. Fun.
We get it. Fun is fun, and it’s also driving a tiny Spark around a fake, sparsely populated Paris in league with four other pastel-colored Sparks, having color-coordinated shopping bags and boxes materialize in the backseat, and drifting! Yes, synchronized drifting.
Look, the thing is, let’s be honest here and break it down to the basics – car appreciation in males, as opposed to females, is a built-in thing: men tend to appreciate things that move mechanically, like cars and chainsaws, and women tend to appreciate things that move biologically, like faces and animals. It has a lot to do with prenatal testosterone levels, and there are exceptions, of course.
While it’s certainly a difficult course to maneuver, the realm of women can occasionally be traversed, however awkwardly, by brash marketing personnel who harken back to the good ‘ole days, when a woman was upheld for her fashion sense and love of fun and shopping. Chevrolet understands this, but takes a certain risk by trying to sell a product traditionally more oriented toward males, however frilly and dressy they make the thing–not to say that men want a Spark, but it’s a car, not a My Little Pony. Oh wait…