Thursday, June 6, 2013

Respect the Tech KIA, Not Women

This KIA advertisement has been annoying the crap out of me since SuperBowl so I thought I would mention it. It features a grown woman (Miss USA Alyssa Campanella), playing a robot. Which when you think about it, is a literal objectification of women. And of course, when you're a female playing anything, you have to be sexy. So she's a sexy robot, in skimpy sexy robot clothes. Even when she kicks that guys' ass, she does so in a stereotypical femme fatale way.

Correct me if I'm wrong but in all the movies that have featured male robots, I can't think of a single sexy male robot. Male robots are always just cool, with crazy cool technological features. The female KIA robot's greatest asset, despite being an effing ROBOT for god's sakes, is still her long legs and robo-cleavage.

It's even sadder because this ad, originally run during the Superbowl, was created by a bunch of famous people: Oscar winner Robert Elswit as Director of Photography (There Will Be Blood, Magnolia, The Town); stunt coordinator Gary Powell (Skyfall, The Bourne Ultimatum, The Legend of Zorro); Academy Award-winning editor Kirk Baxter (The Social Network, The Girl with the Dragon Tattoo); and Carl Erik Rinsch, an award-winning director, and has been widely applauded in the ad world.