So this is fun.
Apparently Samsung’s new GS3 phone utilizes “near-field communications technology” which allows people to tap phones and share content. And Samsung’s new ad, debuting this week on YouTube, makes it clear that we’re not just talking about sharing Dora The Explorer videos…
Some people may posit that this ad is a bit too sexy for a mainstream brand like Samsung, but as a columnist dishing out sex and relationship advice day in and day out, I gotta say that I think this commercial is brilliant.
We see a lot of happy marriages and so-called “perfect” families in advertising, and they hook you with the notion that if you buy this product, your life will be perfect, too. Because ladies, if your floor is grimy, your husband will think you’re disgusting and your children will contract Salmonella, so you better get the right mop. And men, if your shave isn’t close enough or you don’t douse yourself in cheap body spray, you’ll never get laid and you’ll die alone.
This ad is no different, except that our idea of what makes a happy marriage is evolving. The activity that used to be perceived as the ultimate sign of love from a wife to her husband—serving a hot, delicious dinner while wearing a dainty apron—has been replaced with another ultimate act of love from a wife to her husband… And the only thing the two “acts of love” may have in common is that dainty apron.
Little-known fact: Wally was actually born in a manger, like Baby Jesus.
If you ask me, the relationship portrayed in the Samsung G3S is a sign of a lot of things going right in our society as far as gender, sexuality and relationships go. While we still have the standard tableau of a mother at home with her children waving good-bye to Daddy as he apparently flies off for a work meeting, there is also something new: female desire.
Where not that long ago the virgin/whore dichotomy worked its way through nearly every media portrayal of women (in fact, the perfect wife is so completely absent of desire that we assume Beaver Cleaver and Richie Cunningham were conceived via immaculate conception), today we’re looking at an ad that portrays what appears to be just another virginal wife, then switches the narrative to show her as the sexual pursuer, so completely at ease with her desire and sexuality that she makes her husband a dirty video to watch while he’s away.
The ad makes us smile because it goes against what the media has been telling us about what what makes a wife “good” since the dawn of television: that a good wife is a vessel for her husband’s desire, not the owner of her own. And Samsung’s turnaround is actually really good for society. I think it’s good for women to have a model of a wife and mother who still owns her desire. And it will be good for husbands when more women become comfortable with being the masters of their sexuality. The husband in this ad has what so many husbands wish they did: A wife who pursues him, who recognizes his sexual needs, and who is comfortable with her own desire.
So to this advertisement I say, Nice work, Samsung. Keep up the good work! Now, get out there and break some more norms about families, gender and sexuality!
About Joanna Schroeder
To the people who say this ad is too sexy: Too sexy? It’s damn near opaque with it’s sexual innuendo, for goodness sake.
I think this bit here really sums up the trouble people really have: “The ad makes us smile because it goes against what the media has been telling us about what what makes a wife “good” since the dawn of television: that a good wife is a vessel for her husband’s desire, not the owner of her own.”
Perhaps she’s just trying to be frugal with the household budget – those pay-per-view channels he gets in the hotel really eat up the credit cards, but a homemade video is practically free….
Seriously, though, I liked the ad for the same reasons, but also one more:
I appreciate any reminder by any company that there are some uses of your handheld devices that are best in private, not with other people around. For a cellphone or handheld company to say that you shouldn’t overshare with people around you is a step in the right direction. I don’t think I’ve ever seen any such commercial suggest anything but use your device anywhere and everywhere and no one else will ever be bothered.
Since we’re talking about gender roles in family relationships, I was wondering about a hypothetical: would the commercial really work as well if man gave his wife a sexy video? A lot of people would probably find that a little “creepy,” actually. But, why should that be the case?
That’s actually a super interesting question, wellokaythen.
I think it would all depend upon context. If this EXACT situation were reversed, and everyone had the same facial expressions, etc, it would be great. Obviously, though, what we’d be talking about is a mom flying off for a business trip and the dad staying home, more than we’d be talking about his making a sexy video.
Mostly, we think of male sexuality as either threatening or comical. I think a commercial featuring a stereotypical family dynamic where the dad gives the mom a sexy private video would be played off as funny. Though, if the wife gave him a wink when he sent it to her via tapping phones, and seemed receptive to it, I think we wouldn’t think it was creepy. It really would all hinge upon how the wife responded to the implication of the sexy video.
But that leads back to my point. If he gave her a sexy private video, and she gave him a sexy grateful look, I’d be saying the same thing about positive female desire.
I see your point. It would depend on the characters’ reactions. I wonder if the audience would “buy it” as easily, though.
Something else I was just thinking about: the role of the wife’s sexual desire actually seems a little ambiguous, maybe. Clearly she knows that he will like the video, and she likes the idea that he will like the video. But, is that necessarily a statement about what she likes, or is it still primarily about what will please him? Maybe she finds it exciting to make the video, but maybe she just likes the fact that he will be pleased with it. Maybe she’s thinking of the enjoyment she will have when he gets back from the trip. Anyway, what she wants doesn’t appear to be front and center here, at least not directly.
“Mostly, we think of male sexuality as either threatening or comical.”
Well this is a bit off topic, but I’d have to add “inevitable,” or “neutral,” to that. Yes, when discussing male sexuality western culture often goes a threatening or comical direction…but it also treats male sexuality as totally normal and natural. Men are sexual…it’s common sense, and sometimes it’s discussed as such…just a fact of life.
Sex positivity language police here. I have a question: Do I detect a little subconscious judgment in calling it a “dirty” video? : -)
Seriously, though, I think it’s a bad sign that I’ve watched the ad over and over again about 10 times. Oversexed, easily amused, dominated by reptile brain, or bored out my skull? A combination?
Yeah, I liked that play on the word “dirty” but I guess “sexy” may have been better since i’m not sure that the irony of “dirty” comes across at all.
As far as you watching it over and over, I’d guess because it really does seem like an ideal marriage, right? The commercial is REALLY well-made, all the cuts are good, the facial expressions are perfect, wardrobe is so perfectly typical. All those sorts of details… It’s just a really great spot.
Umm, yeah, the production values and ideal marriage. Okay, sure. Honestly, mostly I just think she’s really attractive, especially the glint in her eye and subtle eyebrow raise, bending over face close to the camera in a conspiratorial voice. Ay yi yi. (Did I ever say all objectification was bad?)
I can see what you’re saying about the production quality. I could appreciate the lighting, camera, and sound skill required to capture her expression and voice from inside the cab of a car. That takes some understanding of photography, lighting, etc.
Well that’s weird. I too like the commercial, it’s well done. But I also find it very stereotypical in a some ways.
I’d like to see the sequel: him in the hotel room masturbating while watching her video and talking to her on speaker. The kids are in bed, of course.
Seems like a pretty healthy relationship to me. You can go back and forth about ‘Soceities Rules’ and what soceity deems propper in relationship, but at the end of the day , it’s the two of you that decides how your relationsip is going to work. I’ve old my wife of 32 years that when we were first married, I not only loved her but I also lusted after her, and guess what, I still do!
Sorry, math was never my strong suit, It’s my wife of 37YEARS!!!
I take your point that it’s a more positive representation of marriage…. But, I mean, it’s still a wife doing everything she can to be a good wife, meet the husband’s every need, while he goes off out into the world and has a career. What is he doing for her needs? Apart from ‘bread winning’ of course, which is traditionally the most important (only?) thing he should focus on. I’m not saying it’s offensive but isn’t it just an extension of the same old paradigm? Plus how wise is it to make sex videos and share them like that anyway? She won’t be so chipper about it when his phone gets stolen and it ends up on Youtbue.
That’s why they invented Skype I suppose Alice, leave no trace.