Mow Your Lawn! TV Ad Promotes Special Bush-Trimming “Lady’s Razor”

Schicks/Wilkinson is advertising their special crotch-trimming lady’s razor with a controversial TV ad that pounds “pussy” and “bush” jokes into the ground as a bunch of women prance around with pink lawnmowers. Irony in a post-feminist era or oddly racist jokes in poor taste? You decide:

The first video is the UK version, run by the European division of Shick brands, Wilkinson. The razor is marketed in Europe under the “Wilkinson Sword” brand, which really, is that the best you could do, marketing people? The Sword? What sane woman puts a razor near her no-no patch unless it’s marketed under a name like “GentleSoft Trimmer” or “ExtraProtect Sensitive-Groomer” ?

Watch for the winking, conspiratorial insinuation that Black girls have or prefer “big bushes” while Asians have “small gardens.”

And the U.S. version, predictably watered-down but equally creepy, what with the animated shrinking bushes. Also they completely fail to acknowledge the fact that there are more than three possible shapes (triangle, strip and Valentine’s-gimmick heart shape.) Let’s not forget the “Accidental Trapezoid” or the ever popular “Lopsided Rectangle” that results when you flinch like a stuck pig.

If this is the future of marketing to women, well…we think it sucks dick. However, we will be humming “Whenever I see a weed/ I mow that rascal down/ So all that’s left for me to see/ Are tulips on the mound” for the rest of today.

TV commercial for a women’s razor: “Mow the lawn!” [Boing Boing]