Egypt: No Manhood for the Manhood Drink! · Global Voices
Marwa Rakha

Egypt has launched a fierce campaign against sexual harassment in the aftermath of the recent events here, here, here, here, and here. But people working in the media industry do not seem to get the idea.
Ink Pen wrote:
Is it ethical to flatter either the authorities, the powerful, the intellectuals, or the public opinion in your attempt to deliver an advertising message to a target audience? Why am I asking such an odd question? Because yesterday I watched a weird ad for a bunch of men sitting on what looks like a high table in a coffee shop and then a girl passes by and greets one of the guys. After returning the courtesy he says that she has a great character. Then the voice over on the ad takes over and says in a husky voice “A girl's character is the last thing to comment on … be a man and drink Birell”
لماذا أسأل هذا السؤال الرخم؟
أمس شاهدت إعلاناً غريب الشكل لمجموعة من البشر جالسين في “كوفي شوب” وتمر من أمامهم فتاة تحيي أحدهم فيرد عليها التحية .. ويثني على شخصيتها .. فنفاجأ بصوت جعوري مخشوشن يقول “شخصية البنت آخر حاجة تعلق عليها .. استرجل واشرب بيريل”..
Birell is Egypt's first brand of non-alcoholic beer; Ink Pen writes on
لكن تخيلوا معي المشروب -غير الكحولي- العجيب الذي يقترن شربه بـ”الرجولة” من وجهة نظر الإعلان.. مثله مثل السجائر التي يصطلح في مجتمعنا المحافظ -حتى حسب ظني في الستينيات التي تجد من يتباكى عليها- على أنها قرين “الرجولة” والنضج..
As for the girl the director did not choose an average looking girl or the stereotype of the nerd who is always commended for her character rather than her looks. The director chose a knockout.
The ad positions the Egyptian male as a creature governed by his desires and instincts and encourages him to adopt a false imgae of manhood regardless of the consequences.
Those in the advertising business in Egypt will forget – had they not already forgotten – the true purpose of an by detaching themselves from promoting the benefits of the product to promoting illusions, false promises, and gender discrimination.