In today's issue of "not getting it," Microsoft has published an ad calling gamers to invite their significant other into picking up an Xbox One. The document allows you to "make your case" to your spouse by filling in the blanks with suggested words (e.g. "slay zombies" vs "save the Romans") and coerce them to own an Xbox One for your mutual benefit.
Peppered with references to Dead Rising 3 and Tracy Anderson, the ad appears to attempt gender neutrality by reversing some key stereotypes, with Xbox's default write-ins covering everything from fitness to Forza 5. However, despite the lack of gender specific pronouns, many have noticed that the structure still comes off as a stereotype: the ole "gotta ask the ball and chain" trope that permeates heteronormal relationships. It's almost as if the initial ad was rejected and key phrases switched in the interest of not coming off as sexist. A noble pursuit, to be sure, but one rather clumsily executed in this case.
This attempt at gender neutrality seems to follow a new strategy for Microsoft, who recently released a commercial that adequately challenged some of the general preconceived notions about the target audience for the Xbox One. Entitled "His and Hers," the following ad features a woman gamer who kicks her boyfriend off the couch while he's watching sports to play a video game:
It almost boggles the mind how a company that came up with the advertisement above could also be responsible for the former ad copy. But gotta give 'em props for trying.
