Facts matter: Sign up for the free Mother Jones Daily newsletter. Support our nonprofit reporting. Subscribe to our print magazine.
Thankfully, I haven’t yet seen a TV commercial for Reebok’s new EasyTone shoe. But Sophia Lear brings me up to date here:
It took being assaulted by this ad a few times to pinpoint what makes it so horrifying. The message of the ad seems to be: what women really want is to have a butt so cute that they will be objectified like the woman in the ad.
It took a few viewings to figure this out? Here’s the very first line of the ad:
Reebok EasyTone shoes not only look fantastic, they’ll help make your legs and butt look great too.
Emphasis very decidedly in the original, accompanied by the camera zooming in for a tight closeup on the woman’s butt. This is not a subtle sales pitch. You can see for yourself at the link.
