The Hot Chick Ad – With a Twist!

Seeing this advertisement for the first time, I thought how original; a half naked woman sauntering toward a car, but I was wrong.

This is a Toyota advertisement that features a beautiful bikini-wearing model. The model is shown from behind strutting toward a car in a jacket and a red bikini while the camera lovingly follows. The models jacket drops to the floor and the model turns around to reveal bare flat chest and a bulge in her bikini- “she” is actually a he. The Japanese tagline reads: “Not in trend, not casual, not for everyone. “At first glimpse one would think the ad was meant to attract the heterosexual man, but in truth it changes the way gender is portrayed in advertising.

This ad puts a different twist on the sexy woman ad technique. However it still uses the model as an object to attract the consumer. The naked torso and the exposed bottom in the bikini show this. The music and the fierce walk remind you of a model on the runway. The ad is saying that the car is unique and it requires a unique person to buy this car. The model is not transgendered.  He was born a male and identifies himself as a male. He represents the understanding that gender is not neatly defined. Man and masculine might just as easily signify a female body as a male one and woman and feminine a male body as easily as a female one (Judith Butler). Although the car should be the main focus of the ad, the consumer is drawn to the model a lot more than the car. The model is sexy, sleek, feminine, and androgynous and the red car is just that, a car.

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One Response to The Hot Chick Ad – With a Twist!

  1. Lauren Linsky says:

    While I definitely appreciate your assessment of this commercial, I can’t help but feel like the intent behind its creation wasn’t to change the way gender is portrayed in advertising, but rather to generate shock value (perhaps in the hope that the new car’s ad would go viral).

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