I’m sure we’ve all seen Zain’s new backup ads by now with the old man and his old wife. It created quite a stir when they first aired during ramadan.
The ad basically used the old wife character to portray how she (the mobile) can be easily replaced by the old husband with another mobile incase of loss, damage..etc if he subscrib with Zain’s backup service. Most women (and some men) in my family found it offensive. My mother wanted to write a post on this blog and give Zain a piece of her mind. Other female members of my family were also offended and quite shocked by how degrading to women this whole ad campaign was. Other people had mixed reactions. Me and Mishary had our own little debate where one of us thought it is completely and utterly inappropriate to compare mobiles to women (wives) and the other thought they were funny. We even received emails asking us to say something about those ads. Here is an excerpt from an email we got:
“Zain should stop airing them immediately and apologize to all the people who felt offended by the Ads”
I also asked some of my friends and got different responses. Their responses:
- I LOVE it! I laugh each time I see them on tv.
- They’re hard to get.
- Sexist and offensive.
- The ads ruffle some insecure feathers. It plays on typical and old stereotypes. Our grandfathers used to think somewhat similarly about women; they’re replaceable. And this what annoyed the Kuwaiti females the most.. It would’ve been offensive if they hired a young couple to do the ad, but they didn’t, they made them old, and that is how (most) old Kuwaiti men used to think about women anyway.
and this has to be the best response and the most intriguing argument I got:
ma3alaina.. We’ll let you decide for yourselves. Participate in the poll on the right sidebar to answer this question:
What do you think of the new Zain backup Ads?