This commercial originally caught my eye because it featured a lone potentially single woman which isn’t typical. Usually condoms are something that is marketed by men or heterosexual couples. Unfortunately in place of a sex positive woman I see a ditzy blonde rolling around a bed projecting ignorance while demanding sex. The first line which announces that she loves sex but doesn’t like condoms; gives me the impression that if not for this particular brand of condom, she wouldn’t use them. It is that very logic that those who fight to stop the spread of STI/HIV infection hate. She then is allowed to proclaim that Skyn condoms are different from all other condoms yet; she doesn’t know why and doesn’t care to find out. As if the complexity of polyisoprene (non-latex) condoms are beyond her. I find this ironic because later in the ad she confidently spits out a statistic about how many people like these condoms.
There is an argument to be made for the portrayal of women’s sexuality. Women who are comfortable with their sexuality and who are sexually active can make many people uncomfortable. Both men and women often don’t like the idea of women discussing their sex lives. When women are allowed to be half as active and free sexually as men, they are immediately degraded. Often it leads to slut-shaming or slut-bashing of women in general. One example is the insane amount of slut-shaming and hate Sandra Fluke suffered at the hands of Rush Limbaugh. This commercial makes me cringe like fingernails running down a chalk board but it’s not because there is a woman talking about sex but, because it is degrading to women in a whole new way. This woman is not being a overly promiscuous slut, she is also not an nonsexual virgin, instead she a very sexual idiot who may love sex but still doesn’t seem mature or responsible enough to be having it nor to be recommending condoms.