Gerard Butler Windhoek Ad Gets Banned in SA for Toxic Masculinity

Gerard Butler Windhoek Ad Gets Banned in SA for Toxic Masculinity

- A Windhoek ad about real men drinking real beer has been banned by the South African Advertising Regulatory Board

- This after the ad which features the US's Gerard Butler is depicted as a real man while a man traditionally characterised as a scrawny less manly man who prefers a lime in his drink is painted as not a real man

- The ad has since been linked to the promotion of toxic masculinity or driving the notion that there is a way to ascertain how a man can be classed a "real" or weak, for a lack of a better term

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A popular Windhoek beer ad has recently been banned in South Africa for encouraging toxic masculinity. The ad which features US actor, Gerard Butler, shows a group of friends having some Windhoek in a bar when one of the friends asks for lime with his beer.

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His friends then start to poke fun at him for needing a lime with his beer, as wanting to alter the flavour of a drink or tone it down a notch is often something associated with women. Not long thereafter, tough-guy Butler is seen enjoying his Windhoek without needing a lime - something that makes him the manlier man in this instance.

The ad had since been banned as it went against the ARB's code of advertising practice that goes against gender stereotyping and negative gender portrayal which in the case of the Gerard Butler ad, portrays a man getting bullied by another man because of his preference to add lime to his beer - something that becomes problematic in society as men feel the need to live up to a certain standard of "manliness" as portrayed in the ad.

Locals however seemed to enjoy the ad. This what they had to say when it was first aired:

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@Ntukza said:

"Dope ad, I need some ASAP."

@skuMehlo said:

"I recite every time it comes on TV and my wife isn't impressed."
Gerard Butler Windhoek Ad Gets Banned in SA for Toxic Masculinity
Gerard Butler was used to depict what a "real man" looks like in a Windhoek ad. Image: @WindhoekBeer_SA
Source: Twitter

In other news, Busiswa recently slammed the City Of Johannesburg official Twitter account after they shared a post about illegal adverts. The account took to social media to encourage residents to remove illegal street ads.

The account posted a picture of law enforcement figures removing an ad that was placed on a street pole illegally. Their caption read:

“Remove that illegal advert. Community members are more than welcome to remove illegal adverts. #JoburgBylaws”

Busiswa was one of the many people who were not impressed by the poster. She argued that people were unemployed and doing their best to make ends meet during the pandemic.

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Source: Briefly News

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