f you follow Dalrock you’ve seen is recent posts on this little advertisement on Mark Driscoll’s new man-up and marry series:
Dalrock has already pointed out the moral problems with the ad, I’m going to focus the advertisement aspects. Dalrock argues that the ad is aimed at churchian feminist woman, and I agree because otherwise, the proponents of marriage suck at advertising.
Instead of making marriage look like something men would want to pursue and would be willing to sacrifice for, they make it look horrible.
In the little skit in the middle, the man is the thoroughly henpecked, seemingly unhappy husband of a fat, dumpy, controlling wife. He’s so thoroughly beaten down that he’s afraid to have a little masculine bonding time with his son, with the video implying that there’s something wrong with him wanting to do so.
Watching this, my main thought was”is this really how they want to advertise marriage to men?”
I’m lean more towards the more pro-marriage part of the manosphere, but this would drive me away from marriage more than any other possible effect it could have. What kind of man would desire to become that husband?
What young man could possibly watch that and say, “yeah, I want to man-up and marry so I too can be a the ball-less husband of an ugly, dominating shrew who’s afraid to play pool with his son.”
C’mon guys. If you want men to man-up and marry how about making marriage look good? How about making marriage seem like a rewarding experience?
In fact, I’ll give you guys an awesome marketing campaign. A marketing idea this good would generally cost thousands of dollars from a slick New York agency, but I’ll give it to you for free because I love western civilization and we need working marriages to keep the remnant chugging.
Here’s my ad campaign for a man-up series:
It starts with an average-looking man in a suit, someone most guys could identify with, coming home from a day at the office. He looks kind of worn-out and stressed. He parks his car, sighs a bit, then walks up to his house. He opens the door.
The first thing seen when the door opens is his non-offensively pretty wife dressed femininely. She looks up from working in the kitchen and sees he’s stressed, so she comes up to him with a smile on her face and gives him a hug and quick kiss on the lips. She takes his bag and says, “Dinner is almost ready, why don’t you sit down?” He gets into his recliner and leans back, his stress visibly fading away. She joyfully brings him a small plate of freshly made cookies and some milk. He thanks her with an expression of mingled gratitude and relief and takes the cookie. While he snacks she says, “How about later…” and bends over and whispers something in his ear while brushing her hand up his leg. The man responds with a large, expectant smile.
Cut to her calling out that dinner is ready. The man goes to the table to find a delicious home-cooked meal of steak and potatoes, his cute, happy children run up to the table. His wife wipes the dirt smudges off of one of the rascals as they sit down. The man looks on proudly as he sits at the head of the table. His wife sits to his right. She looks at him with an expectant smile, her hand on his arm, and he proudly says grace for the family.
During the prayer fade to black and end with the tagline: Worth being a man for.
Boom. I’d want buy that product. I don’t know a man who wouldn’t.
I’d happily man-up to come home to that; I’d happily work 70 hour weeks to come home to that; I would happily sacrifice quite a bit to come home to that. So, would most men. Most men would willingly sacrifice their left nut for that.
So, some marketing advice to Mr. Driscoll. If you want men to man-up and marry, make marriage seem like something rewarding for men.
McDonald’s doesn’t sell cheeseburgers by having a fat, ugly man eat them in his dingy basement while playing WoW and sobbing to himself. They sell cheeseburgers by showing groups of realistically attractive people having fun together while eating cheeseburgers.
Likewise, you don’t make men desire to man-up and marry by showing marriage as a demasculating process of having your pride, virility, and freedom slowly drained from you by an ugly, domineering shrew. You make men want to get married by showing marriage as a refuge from the cares of the world occupied by a pretty, loving, nurturing woman.
Then again, my campaign might be false advertising for most men. Driscoll might get sued.