Berger paints have created the ‘man space’ in response to what they call a “war against space”- where the home is overtaken by women, and men are struggling to find a space of their own.
The ad would have been smart, funny and inoffensive- and would have encouraged and inspired men to create their own space, that is if they hadn’t insulted and alienated their target audience. While the stereotype that men love sport and sausages may be harmless, when they introduced smutty magazines and promo girls they offended both men and women.
Men are now lowbrow and tasteless, and women are only tolerable when they are blonde, young and busty.
Although some women may take issue with the fact that men feel the need to get away from their wives or girlfriends in the first place, there are far more ads out there that try to offer women a break from their dim witted husband.
Overall its kind of fun but disappointing that Berger had to resort to tired stereotypes of men and women in order to promote their man-space. A slight tweak would have made it a smart yet tongue-in-cheek concept.
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