Trouble In Paradise: Getting To Grips With The Gender Game

Kirsty Fuller
Anniki Sommerville

A commercial: a boat at sea near a Caribbean island. Goodlooking men in their early 20s (tanned, muscular and with bare torsos) are casting nets. We think they are catching fish. As a net is pulled up, we see it is beautiful women they are catching. One after another is pulled up and hauled aboard.

Cut to a man struggling to pull his net out. When he succeeds we see a fat, plain woman gazing up at him. She has short hair and unflattering spectacles. The men take one look and throw her back. They continue fishing for more beauties. The ad ends with the men relaxing and enjoying the company of the beautiful women. Somewhere a product appears, called Reef.