Let’s Objectify Men With A Sexy New Diet Coke Ad

While everyone has agreed that sexual equality is a good thing, there’s still no real consensus on exactly how to negotiate that. Does it mean men should never objectify women? Or does it mean that we shouldn’t have a problem if women want to objectify men? And what about gay men, do we get a free ride on the objectification bus as we wouldn’t want to sexualise women but like ogling guys?

Well, thankfully while these ideas have been debated for decades, Diet Coke has been busy giving us the answer. Ever since the famed Lucky Vanous commercial where office workers took a break to watch a construction worker take his shirt off, the drinks company has let us know it is perfectly okay for women to objectify men as long as low calorie beverages are somehow involved.

They’re now underscoring that idea with a new 30th Anniversary ad, Gardener, where a hunk causes a group of Diet Coke drinking women to stop in their tracks while he offers them a bit of an impromptu strip show. However while the women seemed impressed, I can’t help thinking that if he really sweats that much, he probably stinks. Take a look above (and if you don’t remember the Lucky Vanous ad, that one’s below).