2010 Birell ad “Don’t try explaining anything to any woman…..they are all too stupid to understand…Drink Birrell non-alcoholic beer!” My arabic is not good enough to understand all the ads on tv here (Egypt) but this time I had someone with me who translated the ad I was watching…..I asked her 4 times (she’s Egyptian)if that was really what the ad said……

As a woman – a successful business woman at that – I am horrified, indignant..no, not indignant…..outraged is the word I am looking for that anyone or any company would have the nerve to say such a thing in public. Or maybe Birrell Company thinks that being outrageous is a good publicity stunt. Just goes to show they are the ones who don’t understand how utterly stupid their ad really is…..why? Because they are actually reflecting a prevailing sentiment here, which means very few people even notice it!

However, this ad is sexist and to have this on TV several times a day just strengthens the unconscious sentiment that already exists….SICK! Sexist, and leaves a bad taste, kind like vomit – just like Birrell Non-Alcoholic Beer! So in a sense the ad reflects the beer!!

Guess non of the guys at Birrell have mothers, sisters or wives….must be androids who dreamed up and approved the ad….I always knew there were aliens in Egypt but I thought they had all gone home (my apologies Aliens if this comparison hurts your feelings…..)

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  1. Mara 19/04/2011 at 12:16 pm

    This was the interpretation/translation given my by an egyptian woman who was watching TV with me. My interpretation is not important – the interpretation of Egyptians of the advertising they see is important – advertising is a form of brainwashing. If this was the interpretation of an Egyptian woman then I am sure it was interpreted in a similar way by Egyptian men.

    How brainwashed are the people of the world? Well selling tanning cream to white people (because to look tanned is healthy and sexy) and the same company selling whitening cream to dark skinned people (because white is more beautiful and acceptable than coloured skin)…..I rest my case. It is inescapable.

  2. Tamer 19/04/2011 at 3:06 am

    I just have one question. Are you sure the ad was saying women are too stupid to understand? Because there is a fine line between that, and plenty of other ads for products that are specifically targeted at one gender. Many of the ads for such products highlight how different the sexes are, how hard it is to communicate with them (think of all the ads that have really smart women while showing men as really stupid). So, I haven’t seen the ad, but I would take another look at it and confirm the translation. It may be akin to an ad telling women, men just don’t get it, or something. You know, forget that, just drink your beer!

  3. Anonymous 20/02/2011 at 7:14 am

    Hello, I am an EgyptianAmerican been living in American for 11 years now. I have not seen the commercial, but I believe some of the ignorant joke that some of the Egyptians have. Everything is fun and jokes to the extend that they forget the fine line between being funny, and just flat out rude. Whom ever created this commercial and approved, and the people who are watching it and not saying anything are responsible for the existence of this mentality.