Not that the depiction of men is any better. I had hoped the trend of alcohol ads employing the exploitation of masculine anxiety to fit in with the 'approved' stereotypes of 'real man manly man' behaviour had tapered off, but hooboi, this puts the boot to that.
Kindly note how our 'hero', quivering with rupturing anxiety on how he might be perceived by other men near him for the fact he is carrying a stereotypical *feminine* item (underlined twice by the fact it is Pastel Pink), drops it to the floor and proceeds to obviously and deliberately treat-it-like-odious-female-dog shit-he-must-clean-up-without-sullying-himself. I could hope they did not imply the B-word, but that action was wayyyy deliberate, so I am inclined against merciful interpretations Wiser's marketing firm is just pig-mud for brains stupid.
Said geeeeeenius action is then applauded by a meta-gathering of meta-men representing all that is good and machismo and men's rights activism. And a lamp.
Adding insult to injury, it was a *forced* awkward, stupid contrivance to start! What, in the Name-of-Sanity reason does the woman have to hand off her small purse, which I presume contains her money and other valuables, to the guy with her and head-into-the-store-where-she-hopes-to-make-a-purchase. Neither of them had purchases already.
Maybe the ad means welcome to the Loserhood. A truly wiser man this ain't. But, I'm sure I just can't take a joke. Ah well, I'll cry in my single malt Dalwhinnie 15, which oddly, doesn't rely on crap messaging like this.