Feminism is a very broad concept. Going into detail would be long, tedious, and would largely surpass our (admittedly) vast stores of knowledge, so we’ll sum it up for you. Let’s just say that for over sixty years, feminists have promoted women’s rights and interests in civil society and in particular, have demanded equal rights for men and women in all spheres of life. That about says it.

WOAH! Hang on just a second! Just because women are gaining respect and credibility doesn’t mean that the fellahs have to lose out. Yet this is the message behind two or three totally backwards ad (and TV show) concepts that aren’t exactly painting the men of today in the most flattering light.

The first example that comes to mind is the oh-so-charming ad campaign where Hubert (if that is indeed his name) the cat is played by a man. There are also all those ads that depict men as being so helpless they can’t even change a roll of toilet paper. Not to mention the Quebec TV series Les Invincibles and film Horloge biologique, where men are seen as brainless, spineless chumps . . . but I digress. Let’s get back on track.

Take for example the Italian ad—one I’m guessing the producers were hoping would be seen as the work of a twisted genius—that portrays man as a shrink-wrapped product. The product being advertised is—wait for it—fresh meat! The ad wound up on the pages of France’s Le Figaro newspaper in an attempt to coax a smile out of consumers who are too used to being bombarded with drivel to even notice. We can’t stand idly by anymore! It’s time to stand up, take action, and refuse to continue to be fed these discriminatory ads!

The problem here isn’t a blatant lack of a sense of humour, nor is it an excessively narrow mind. Nuh-uh. The problem can be summed up in one word: equality. If we demand that the image and integrity of women be upheld, why should it be any different for men? Just imagine the outcry and outrage we would hear from feminist groups had it been two women wrapped in cellophane! Yikes! But since it was two guys, we have to be good sports and laugh it off? No—it’s going too far!

I’m calling for justice and equality for all, even if it means taking a little turn for the prude. For the love of everything holy, we have to stop portraying men as circus animals, common yes-men, or lost, spineless fools. We’ve had enough! We want men back, real men! And by the same token, we don’t want to see any more submissive and repentant women either!

*Modern macho men: manly but not dimwitted.