You know how I feel about asking a father for his daughter’s hand in marriage. So of course I cringed when I was catching up on the latest episode of Brooklyn Nine Nine and saw a new Volkswagen ad with just that as the premise.
The plot is this: Young man and his girlfriend’s dad are on an 11-hour car trip. Young man keeps trying to ask for her hand (“There’s something I have to ask you.”) and father keeps distracting him, shushing him, making the conversation about his swell new car. At one point, dad even accelerates in an attempt to, I dunno, outrun the guy in the passenger seat?
And nowhere in the commercial is the woman, or any woman, for that matter. This commercial is on the one hand about selling cars (which like, what do marriage proposals have to do with torque or fuel efficiency?), but it’s also about selling the centuries-old idea that women are property to be handed from father to husband.
It’s just another commercial that reinforces the idea of women as tangential to men, existing only as wives or daughters, and not even of their own choosing. I’m sick of this kind of media, Dad, just as I’m sick of these gender roles we can’t seem to shake. I, for one, am not buying it.