oh bother: shop like a man

While watching the NFC divisional playoff game today, I saw the following commercial for Mills Fleet Farm:

After doing a quick look on YouTube, I found the commercial from last year too:


  • What does it mean to “shop like a man”?
  • What version of masculinity is being promoted here? What other forms of masculinity are being discouraged/ignored?
  • What differences/similarities do you see between the 2012 and 2013 commercials?

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