TV Commercials Contempt for Men

Are TV commercials intentionally pushing buyers away?

This current Hyundai ad shows a man and woman on a date. The man is portrayed as a condescending narcissist with no money to pay for the meal, while the woman sneaks off in her new Hyundai Tucson SEL, shaking her head at this awful date. Hyundai uses the commercial, in part, to demonstrate the vehicle's new technology, but if a man is watching, he tunes out in the first few seconds due to the predictable negative portrayal of men.

So many companies, similar to our education, nonprofit, and political institutions, want to promote divisiveness instead of inclusivity. With ads, for example, men are rarely, if ever, portrayed. If men are included, it is usually in an unflattering manner. This has been the modus operandi for many years.

Why is this? Do men not need laundry detergent, eyeglasses, cars, and household goods? Hyundai is a great brand; I've been bullish on it for years. It has compelling designs, engineering, and a great warranty. However, in this context, Hyundai appears to communicate that it doesn't want or need a man's business.

It is time for a shift in this narrative, a call for more positive and inclusive portrayals of men in commercials. A marketer's job is to build a brand, get the customer excited about their products and services, make the brand approachable, and hopefully increase sales. A commercial's message should be that everyone interested in our products and services is welcome, regardless of gender, race, religion, age, etc.

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Michael Benedict published his first book, The Civil Society Playbook: A Commonsense Plan for a Return to Civility, in 2024. His career spans 25+ years in senior-level marketing positions at Fortune 1000 companies, tech startups, and marketing consultancies. His book covers areas of incivility that are not frequently discussed in the media. It offers solutions - actions - that anyone, regardless of age, can implement to improve civility in all aspects of society. He can be reached at michaelbbenedict@gmail.com. The book is available on Amazon, Apple Books, and Audible.