Nokia Capitalizes on Misandry

MANN admins received a note from a reader who corresponded with Nokia customer service over a TV ad they are airing that features a Nokia user gloating merrily over how she uses her phone to exorcise ex-boyfriends from her life. Needless to say, the same kind of ad is unlikely ever to appear with the sexes revesed. So far Nokia hasn't acknowledged the capitalization off of misandry that this ad represents. In fact, it appears as if this ad or a tale very much like it is prominenetly featured on Nokia's website, here, as "Jill's story"-- have a look.

Alas this is just one of many instances of ads made by companies that seek to make appeals to misandry (either directly or indirectly) in an effort to sell products and services. And, I know many of us here who visit MANN are sick to death of it. So I encourage MANN readers to write pointed, respectful, but honest faxes and emails (communication.corp@nokia.com) regarding Nokia's attempt to capitalize off of anti-male sentiment in society. Also mentioning how you feel about purchasing their products and services will assuredly help - big corporations think with their wallets since profit seems to be all they are concerned with. Their contact page is found here.

Click "Read more..." for the reader's letter, response, and counter-response. And, stay tuned for updates!Original letter to Nokia:

Date: December 6, 2005

To: William Plummer

VP External Affairs

Nokia Corporate Communications, Americas

6000 Connection Drive

IRVING, TX 75039

Tel +1 972 894 4573

Fax +1 972 894 4706

Email: communication.corp@nokia.com

Dear Mr.Plummer:

Nokia currently is running in heavy rotation a television advertisement in which a female describes with tremendous enthusiasm and glee how she "gets rid" of her former boyfriend -- "David" -- including erasing his name from her Nokia cell phone contact list. At the conclusion, she invokes his name as if she never knew him and asks, "David Who?"...and laughs. Tag line -- Buy more Nokia phones (so you can have fun getting rid of men like this too!)

The attitude portrayed and supported by Nokia in this spot truly MEAN SPIRITED and supports the offensive societal bias that male bashing is perfectly acceptable, desirable, and even fun. The audience knows nothing about who David is, what he did right or wrong in this situation, or why we should side with this female in her joyous elimination of him from her life. What, perhaps, was David's side of this story?

Just Consider this....

How would this advertisement play if you REVERSED THE ROLES -- i.e., a male describing with great glee his technique for "getting rid" of a former girlfriend, then smiling and laughing as if this were attractive behavior.

I challenge you, Nokia, to produce and broadcast the exact same "David Who?" spot, except REVERSING the gender casting and editing the script to a male perspective, e.g. "Susan Who?" [laugh-laugh!]. Would that have the same appeal and help you sell more phones?

What is most disappointing too is your TIMING for the release of this spot. This is Christmas...a time for people to come together and love one another...not to take pride and pleasure in disconnecting from people they previously cared about. "Bah Humbug to THAT spirit!", says Nokia in this advertisement of yours.

We give you NEGATIVE POINTS, Nokia, for VERY BAD TASTE, and REALLY POOR TIMING with this "David Who?" campaign.

Consider taking corrective measures in your advertising.

Respectfully,

John Speer
President

Media III Partners

Palm Valley, TX

CommitteeAssociates@Yahoo.com

Hi Mr. Speer-

Thank you for your comments - however, this commercial was not written or scripted - this is an actual consumer's story of how she uses her Nokia phone.

While this may not be the method that every person may use while dealing with a breakup - this is how she deals with it - and is a
story that illustrates the myriad of unique ways that individuals use
their Nokia phones.

While your proposal is certainly interesting, it would not be in the
spirit of our current campaign which uses real people (not actors)
telling their own stories.

Keith Nowak

Nokia

Reader's reply:

Date: December 6, 2005

To:

Keith Nowak

Nokia Corporate Communications, Americas

6000 Connection Drive

Irving, TX 75039

Tel +1 972 894 4573

Fax +1 972 894 4706

Email: communication.corp@nokia.com

Dear Mr. Nowak,

First of all, I am impressed that Nokia would respond to my email in such a timely fashion. Your response was in hours, not days. Thank you! That is appreciated. Nokia does have its ears open.

Secondly, I appreciate now that your enactment of the "David Who?" spot was just a testimonial from a real customer. I am a Nokia phone owner and a Nokia customer of many years myself.

QUESTION: May I write Nokia a testimonial as to how I use my Nokia phone and then have my testimonial made into a commercial too?

I have a testimonial which might present the "male perspective" as a balance to the female perspective you are funding and promoting with the "David Who?" spot.

By way of background, I'm a former creative executive / copywriter from the largest ad agency in the Southwest (worked on American Airlines account and others). I could send you something developed and ready for production, if you feel a corporate responsibility towards gender fairness in your public relations and dealings with existing and future customers.

SUGGESTION: If the controversial attitude and approach promulgated by the woman in the "David Who?" spot are truly just her own and do not represent the corporate position or opinions of Nokia, perhaps some DISCLAIMER to that effect would be in order, either in a voice tag or a written disclaimer on screen.

Merely by your funding and promoting this anti-male point of view in a broad based media campaign, others naturally ASSUME this customer's male bashing dialogue is Nokia's brain child or an attitude Nokia supports with considerable corporate resources devoted to its national promotion.

And I must ask you as a male, Mr. Nowak...do you smile with this woman when she gloats and laughs about her various ways of ridding her life of her boyfriend, David? Just from a basic position of general appeal (or lack thereof) and beyond all considerations of gender issues, the "David Who?" spot comes across as unkind, rather arrogant, and purposely disrespectful. It "smacks" of emotional abandonment or even abuse (we don't know the full story). Snubbing those you once loved is not particularly adult-like or kind behavior.

Did you test market this spot before airing it? I'd love to see the test group results and composition of your focus group. Every time I see the "David Who?" spot, it makes me reluctant to chance dating or committing to a woman who might act like this -- and I've had unpleasant experiences with several like her. Don't we have enough problems with a highly disposable-minded society, distrust between the sexes, divorce rates that are out of control, and a general lack of committment in America already?

I offer this as constructive criticism for improvement as a marketing professional with a background in consumer research.

Best Wishes,

John Speer

Media III Partners

Palm Valley, TX

CommitteeAssociates@Yahoo.com

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