Gloria Brame, Ph.D.

Maxum-um Overdrive

Filed By Gloria Brame, Ph.D. | January 26, 2010 11:30 AM | comments

Filed in: Entertainment, Transgender & Intersex
Tags: Belgium, gender stereotypes, trans advertising, transgender, transsexual

Belgian ad campaign for Maxum candy bars. The French comment "It'll make a man out of you" pretty much insults everyone -- which is a kind of equality, I guess, but not exactly what we're aiming for....


Leave a comment

We want to know your opinion on this issue! While arguing about an opinion or idea is encouraged, personal attacks will not be tolerated. Please be respectful of others.

The editorial team will delete a comment that is off-topic, abusive, exceptionally incoherent, includes a slur or is soliciting and/or advertising. Repeated violations of the policy will result in revocation of your user account. Please keep in mind that this is our online home; ill-mannered house guests will be shown the door.

Well, ya know, one doesn't always get to pick and choose one's aspects of equality...

Damn, that is an interesting way to advertise...

Anyone know Dutch? I'm interested in what the second one says. says: "Pak/'m than if you dare." Sexy!

I think this ad is similar to Nestle's infamous ad campaign for the Yorkie bar: "It's not for girls."

Both ads are playing to some sense of machismo, and both are offensive, although I think the Maxum ad less so.

After seeing the second pic, I kinda want a Maxum!

The second one says, "Grab him if you dare."