A Japanese car advertised in English for the Egyptian market. With that level of multiculturalism, surely – SURELY – nobody would find cause for complaint.

Guess again.

People Are Angry At Toyota Over New Egyptian Fortuner Ad, Say It’s Sexist

To be honest, the message of the ad strikes a chord with me:

“The 21st century man does not need to hunt for lunch. Simply, because he can have his lunch delivered to him. As such, opportunities to use his raw power are limited. To opening stubborn jar lids, or carrying up to four grocery bags at the same time. It’s true. These days, it’s harder for a man to liberate his man-side.”

It’s the usual cynical advertising that makes use of a serious point to sell a product. That point being that in modern society (at least western society… I wonder a bit about Egyptian society), men are usually not what we were evolved to be: violent animals. We are restrained by society. Many of us are drugged into compliance as boys, because we act too much like boys. Instead of being taught responsibility and self control, we are simply hammered into compliance. It’s easier than the difficult job of raising boys into men. And so every now and then we see men snap and shoot up a joint or beat the tar out of their girlfriends or join ISIS or Antifa, because they have the instincts nature gave them but *not* the discipline that a proper upbringing would have instilled. And perhaps just as commonly we have guys who have repressed their instincts so far that they have become emasculated “soy boys,” perpetual children stripped of their manhood.

So… does this make me want to buy that Toyota? Nope. But I recognize that speaking to that yearning for masculinity is a dandy sales tactic… just like “this will make you pretty” is a dandy sales tactic for makeup aimed at women.