Now a day on television we see the new commercial for the new Boost Mobile featuring Danica Patrick. Who’s Danica Patrick? According to her website she is one of the most popular auto racing driver competing with great rewards in the IndyCar Series. A part from that she also does some modeling and now she became the spokeswoman in ads.
It is really interesting that the Boost Company decided to choose a woman who does have a career that stereotypically should focus men instead. The company definitely wanted to give a specific message to a specific audience.
In the video we see Danica coming with her go-kart to let the crew make some fixing on it. The interesting part is that the people of the crew box are all wearing female clothing, from stretchy top to high heels. Why would they choose to do that?
The lines for the commercial from the representative Danica started by saying “Do you think this is wrong?” With this sentence we presume that the car racer is making her crew wear female clothes on purpose, maybe for a female revenge against those men that still believe that a woman cannot experience a male job. The slogan chosen to sponsor this product is “Unwronged”, meaning it’s not wrong to let your crew dress up like a woman and at the same time saying that it’s not wrong to pay that little.
The presence of a female rider and the unusual situation involved definitely capture the attention of people and definitely is making them talk about the issue. Women probably feel proud of this and more energized, while men are probably disgusted by it. Saying this we can assume that the audience expected is a female one, even though it might attract also partially a male audience for the fact that the idea of a beautiful woman driving a race car it looks sexy.
There is though a controversy on the overall aspect of this commercial. The idea to put a female driver is genius but the fact that this particular person has been modeling and made sexy photo shoot doesn’t really help the idea of a strong woman. The fact that there is also a partial presence of a male audience is influenced on the fact that probably they know more about her, her career, and consequentially her sexy other job. A woman can watch the commercial but the majority probably didn’t know about Danica, as generally speaking women don’t usually watch sports channels.
Anyway: good job Boost Mobile! You definitely help to open the mind of people.
Tags: Boost, Commercial, Danica Petrick, Mobile, Unwronged
