Go all the way with Pepsi

October 5, 2007 at 12:03 pm (Representations of Women) (, , , , )

I know this post is destined to get me several ticks in the ‘can’t you take a joke’ square, but I am going to post it anyway because quite frankly there are some subjects towards which I am indeed a 100% humourless feminist.

The above ad features Eva Longoria (actress) offering a lift to two stranded men on a highway. The ‘story’ goes like this:

Eva: hey guys, need a ride?
Men nod and pant and jump in car
Eva: I’m sorry guys, I can’t take you all the way.

And of course we all know what no means.

The men share a look and then front seat guy twiddles his pepsi-o-meter, thus manipulating the situation and causing the car to run out of petrol – woo hoo!
Eva: oh no, we’re out of gas, looks like we’re here for the night
[so, yay! I can take you ‘all the way’]

Now, this is where the Australian version of the ad finishes, as back seat guy congratulates himself and has a deep swig of magic Pepsi, and it is certainly enough to cause my outrage. But for extra creepyness the version of the ad I found on youtube and embedded above has an extra line where front seat guy gives a way creepy look and works his pepsi-o-meter even harder causing Eva to say: Now let’s get you out of those wet clothes.

Now, I get that this is a made up story, and that there is no magical pepsi-o-meter that a man might use to manipulate circumstances so that a woman might have sex with him, but unfortunately there definitely *are* substances that men *do* use to coerce women into sex against their will, and using such substances, whether magic Pepsi, alcohol or Rohypnol to circumvent the will of another person is rape. This creepy fantasy is just not far enough away from 1 in 3 women’s reality to make it the humorous ‘what if’ that I can only imagine Pepsi were aiming for.

I just can’t believe that anyone thought that making this ad was a good idea.



  1. profeministmale said,

    Misogyny and objectification of women at its best, again. But really, are you surprise that the advertising industry is sexist and treating women like sex objects?

    It’s nice to see that people like you can see the anti-women sentiments in these commericals; but it’s sad that not many people are overlook it as just humor. It’s not fucking funny when it’s designed to degrade.

    Reality is that drinking Pepsi isn’t going to get anyone laid, because it makes them fat and unhealthy. But that’s just my personal opinion.

  2. lauredhel said,

    There I was trying to figure out how they spliced the bits together and created the spoof.

    Creepy creepy creepy.

  3. neleh said,

    double creepy.
    I don’t think that finding this offensive and downright scary shows a lack of sense of humour at all. there are some ‘jokes’ we shouldn’t have to ‘get’.

    lets all go treat ourselves to some judy horacek to redress the balance….
    (usually her topic of the month is a great selection, but this month its ‘depression’ .. so maybe wait till next month 🙂

  4. Kimski said,

    I hate this ad too. I always disliked it.
    I particularly dislike the idea that because they are stranded for the night, the guys get the have sex. What?

    I’m glad you articulated this.

    Next, off to the advertising standards whatever thingy.

    Glamorising coercive sex bleh…..

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