Gyrating Xbox guy saves helpless box-face What’s the sexism quotient on this admittedly arresting spot for the Xbox 360 Live Vision camera? We get a hottie (female, of course) lingering in front a mirror in her undies, her head covered by what can only be described as a “doofus box.” (The word “Xbox” itself can have sexual connotations, come to think of it.) After a period of extreme social awkwardness, she “busts out,” thanks to the cryptic contortions of a middle-aged, balding guy. What, this dude holds the key to this woman’s unlocking her true self? Maybe the Xboxers should take on the Sunsilk sirens or the Giuliani girls in some kind of mortal combat. Foxy boxing? Then the bearded guy can really get his jollies. —Posted by David Gianatasio

September 5, 2007 | Permalink

Comments

---

The Sunsilk siren is singular. She is torturing herself.

Posted by: Claire | Sep 5, 2007 9:28:37 AM

I'm a chick and I wouldn't call this ad sexist at all. Sorry guys.
http://agencyspy.wordpress.com/2007/09/05/youre-wrong-sonys-xbox-live-vision-ads/

Posted by: AS | Sep 5, 2007 11:22:39 AM

This is possibly the least sexist ad I've ever seen.

With no shortage of actual sexist ads out ther, it's curious that you'd attack this.

Posted by: | Sep 5, 2007 12:20:04 PM

I don't see anything even remotely sexist about this, if anything it is portraying women as gamers, a demographic they're normally forgotten in.

Whatsmore, if you can't figure out that this ad is about getting rid of avatars (the box head with the dumb grin) and moving to real faces then you're not this ads target demographic anyway.

It's not the Mom and Dad who don't even own a game system that they're going after here.

Posted by: Andrew | Sep 5, 2007 5:34:18 PM

Post a comment

Name:

URL:

Remember personal info?

Comments:

The opinions expressed in comments are those of the individual poster. They do not necessarily reflect the views of Adweek or Nielsen Business Media. Comments of a promotional nature or comments that are otherwise inappropriate may be removed.