Apple is known for their quirky commercials and this one might top the list with its original chant style song and a peculiar fellow eyeing the work of his neighbors. The wife is 10+ feet in the air clearing gutters while the husband holds the ladder and 100% lies to her to avoid her wrath. Notice the tone of her voice when she asks if he’d paid the bill yet… then scroll down for more thoughts.
The idea of a sigma male is becoming more popular in mainstream personality-related conversations which makes this ad featuring a beta male stand out.
The beta male husband clearly ranks second in the marriage, which is supported by the imagery as well. His wife is elevated. He is lower. She dominates. He’s fearful. I can’t imagine any pleasant women wanting to be partnered up with a guy like this. If I were to show this commercial to a man from the “great generation” or the generation of my dad, or even most of the men I know… they’d say having the woman go up the ladder while the dude holds it would only happen when Hell freezes over. There are things that men do and there are things that women do. Can a woman clean gutters? Absolutely. Would a chivalrous sigma (or alpha) man have a relationship like this? Never.
What do you think about the commercial? Chime in below…
-Out of the Wilderness
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Out of the Wilderness 