Big Loser: Direct TV

This week's "Looser" Award--that's "loser" deliberately misspelled (as only a loser would), awarded to an advertiser for demeaning men--goes to Direct TV for its ad depicting two 20-something young men in an office trying to one-up each other.

The two guys, dressed in your basic 20-something business attire (dockers, cheap button down, boring tie), banter with each other around the office. Looser No. 1 says something like "I got a promotion"; Looser No. 2 says "I got Direct TV". The No. 1 says "I got an office with a window"; No. 2 says "I've got 164 channels" (or something like that).

Along the way, Looser No. 1 mentions that he has an assistant, and there is a quick cut to a pretty, nicely dressed young blonde-haired woman who, unlike the two guys, is actually working.

In the final scene, the two guys are in the lunchroom (no one else is there, suggesting they're goofing off) when Looser No. 1 finally concedes defeat--he just MUST get Direct TV. His assistant is in the background, getting coffee (and heading back to her desk). Looser No. 1 casually shouts over to his assistant "Do you have the number for Direct TV?" Annoyed, she clearly says "No." Looser No. 1 then says to Looser No. 2, "I don't think she heard me."

So, what do we get out of this insipid commercial? Two unproductive office guys have nothing better to do than debate each other over the perks of promotion versus the perks of satellite TV, while the one lower ranked woman in the office is actually getting something productive done.

This is yet another portrayal of office work as a dead-ender, at least for guys. Worse yet, it is a a clear portrait of guys as unproductive losers, interested only in television and sports.

Sure, sure, it's just an ad, and it's supposed to be "funny"; clearly, it's demographic is young males (i.e., switch to Direct TV and you can sit on your ever-broadening ass and watch sports all night and all weekend). At least the guys weren't fat!

I will say this--the younger men (and women) who worked with me when I practiced law were bright, driven, hard working and ambitious to a person. Why do advertisers feel compelled to portray men as such dead-enders? (This particular ad is not the only Direct TV promo that could qualify for a Looser Award--most portray some poor schmo' just slobbering to get all those great sports channels).

So Direct TV, here's a challenge for you: come up with an ad that shows guys as Winners, who happen to also think Direct TV is a good deal!