By Pascal Oparada
For many people, the new Maggi advert is nothing but sexist developed by misogynists to subject women to perpetual servitude.
That is how the new Maggi by Nestle Plc advert drew the ire of people who said the advert insulted women sensibilities.
In the advert, a woman is seen describing the different roles she plays in both her home, work, and the society.
“Who am I? I am a caregiver, a slayer, a boss lady, a foodie. I am the chief quality inspector and chief organiser and when I am cooking with Maggi Star, I become a kitchen grandmaster,” she said in the advert.
Many said the advert did not also highlight the husband’s role either at home or at work that shows he also helps the woman.
“I don’t like this ad at all. So irritating. What happened to the husband joining the wife in the kitchen??! After all, they both went to work.”, Moyinoluwa said.
For Moyin, the chores at home should be equally shared to show that both the man and the women are equal partners in the home.
Engos believe the advert portrayed women as labour mules and that it should be pulled considering it did not highlight the role of the man also.
“Nice try but not so smart. Maggi’s aim was to give accolades to the supposed ‘realities’ of women. And they have failed woefully in relaying what women go through merging domestic work and careers,” he said.
Others took a swipe at those who see the advert as sexist. They say it is the reality of women and said, even though not shown, the role of the man in the home could not have been captured in the advert considering time constraints.
They believed the man just showed and began to enjoy after the woman has laboured.
“If they showed the man helping with homework, I wouldn’t be bothered. But they didn’t! The man showed up, with the children up after she finished cooking,” Moyinoluwa said.
For Iyayi Kelvin, men too can be great cooks but women are better at multitasking than men, hence the different role the woman played in the advert. According to him, it portrays today’s reality of women in Africa
“Fact…some men/husbands are great cooks. But we have women who aren’t just great cooks but homemakers and they, however, live a balanced life. This ad makes me yearn!” Kelvin said.
Nollywood actor, Nse Ikpe-Etim said all the advert did was to inspire women to be all they can be rather than being sexist.
“Irrespective of what you do or engage in day to day to make ends meet; you have no limits. You are amazing and you are doing just fine.”, Nse said, in support of the advert.
Brand analysts say that the market today have become sensitive to gender issues and companies should strive to balance the message they push out to the public.
Nestle representatives were not available for comments.
