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Emma Gray


Sauza Tequila Commercial Uses Hot Fireman And A Kitten To Woo Women

Posted: 04/24/2012 5:26 pm

"Being a fireman is more than just putting out blazes and giving kittens CPR," intones a super hot fireman (who is in fact holding a kitten). Similarly, being a woman is more than ogling said fireman and kitten -- but sometimes we like to do those things too. Sauza's tongue-in-cheek tequila commercial is over-the-top in terms of its campy attempt to appeal to women ... and it works. Really well. (Scroll down for the full ad.)

Plenty of companies attempt to woo women with grating promises of "fairy tale" marriages, "minimized pores," and fragrances that will produce smoldering stares from any man in a 10-foot radius (thanks for that one, Axe). Though the Sauza commercial inevitably plays on stereotypes (women like men in uniform! women like kittens! women have tech issues they can't solve themselves! women chatter endlessly about jeggings and whether they are pants!), it's exaggerated enough -- in the vein of Mr. Peanut's "manly" ads that recently came out or Isaiah Mustafa's "The Man Your Man Could Smell Like" brilliant Old Spice commercial -- that the spot makes fun of those clichés more than it reinforces them.

Truthfully, I think many women would take a clever monologue that includes references to kitten CPR, antiquing and the dangers of high heels -- not to mention an actually useful margarita recipe -- over more generic female-centric ads any day. Plus, how can you resist the kitten in a beret?!

I'm not alone on this -- Jezebel's Dodai Stewart expressed a similar view:

Sometimes when the marketing geniuses in advertising try to tap into the female psyche, they get it all wrong. But sometimes it's so spot on that it's like they've been reading your diary ... It sucks to be so predictable, I loathe being a foregone conclusion, but GAH I love this.

At the end of the ad, the rescue worker of our dreams looks straight at the camera and says: "Don't call me a hero -- just call me; let me know what's up." Sauza fireman, I'd call you any day -- as long as you ditch the phrase "ladies night."

RELATED ON HUFFPOST: Ads That Use "No Women Allowed" Messages For Marketing

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  • Dr. Pepper Ten, "No Women Allowed"

    "Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda," a man says as he runs through a jungle avoiding various mishaps. He successfully lands on an all-terrain vehicle and continues, "You can keep the romantic comedies and lady drinks. We're good."

  • Miller Lite, "Man Up!"

    When a man asks for a light beer but doesn't care which one it is, the woman bartender gives him a beer and says, "Just take off your skirt and I'll give you a Miller Lite." As the man moves away embarrassed and wearing a skirt, a deep manly voice tells him to "man up!" Another "Man Up!" ad features a female bartender telling the man to "<a href="" target="_hplink">put down his purse</a>."

  • Old Spice, "The Man Your Man Could Smell Like"

    Ex-NFL player Isaiah Mustafa addresses women with boyfriends who "sadly, aren't him" because they smell like a woman.

  • L'Oreal Men Expert, "For Men (Not For Women)"

    L'Oreal Men Expert is so exclusive to men that if the cream even touches a woman's face it turns her into a frog.

  • E*Trade, "Girlfriend"

    The E*TRADE Baby's girlfriend is mad at him for not calling but he tells her he was busy "diversifying his portfolio." His girlfriend, who apparently isn't interested in trading, gets confused by the trade jargon.

  • Dockers, "Wear The Pants"

    The video features a group of men walking in a field in their underpants singing, "I wear no pants." The <a href="" target="_hplink">ad poster</a> for "Wear The Pants" included phrases such as "Somewhere along the way, the world decided it no longer needed men," and, "but today, there are questions our genderless society has no answers for...We need men to put down the plastic fork, step away from the salad bar and unite the world from the tracks of complacency."

  • Nestle Yorkie, "It's Not For Girls"

    In the video, a woman has to convince a store clerk that she is a man in order to buy a Yorkie bar. She passes every test but she gives away her identity when she can't resist a compliment. Andrew Harrison, who was Nestle's marketing director at the time, <a href="" target="_hplink">spoke with <em>The Guardian</em> in 2002</a> about the ad campaign: "We felt that we needed to take a stand for the British bloke and reclaim some things in his life, starting with his chocolate."


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