Slimfast’s MILF problem

Slimfast has a problem. Watch their new 17-second ad and see if you can tell what that problem happens to be.

MILF.

Mother I’d Like to Fuck.

Let me explain why this commercial’s MILF reference is a problem.

[1] It’s pornographic. No one tells a nice business lady at a conference, “Wow, Mrs. Campbell, you sure do look like a MILF today!” You’d get slapped, minimum. We don’t call strangers MILFs (to their faces) because it’s a derogatory term describing the fuckability of an older woman.

[2] It’s reinforcing the unhealthy female perfectionism focus. The woman wants to be the fuckable mom, because that’s what all women want, right? Forget a solid night’s sleep, or an end to potty training torture. Nope, mom’s are totally focused on getting their bodies back to I-never-had-a-baby shape.

[3] The woman implies, with her smirking attitude, that being considered fuckable by the men in her area code (presumably younger men, as the definition of MILF states) is desirable and important. There’s no reference to being in better shape for her health, for her partner, or for her personal self-esteem. She just wants to be a sex object.

A coworker told me that it wasn’t a big deal for Slimfast to use the term MILF, because it’s a mainstream term now. I would agree… if the term were used by a woman twice my age. In porn, a MILF is generally a 40-something year old woman having sex with men my age (mid-20s). The mothers usually have grown children, not newborn babies. THIS is the standard understanding of the MILF; Google it.

What idiot in the marketing department of Slimfast thought this thing up? And who approved it?

Now, a mother gets to explain what a MILF is to her child if they see this commercial.

A woman gets told that being fuckable is the goal. Not healthy. Not fit. Not happy. Not even sexy. Just fuckable.

Fuck is a vulgar term. I like it, in certain contexts. However, I don’t believe that it’s a term I’d use to positively describe anyone other than a porn star. I don’t say “this dress makes me feel fuckable”. It can make me feel feminine, or sensual, or even sexy… but outside of the bedroom I never describe myself as a fuckable object.

This whole thing makes me sad, too. I know adult females who might reach for the term MILF or cougar in an attempt to feel young again. They’ve fallen into the trap of accepting that older women have something to be ashamed of. Grey hair, wrinkles, un-perky parts. That means MILF includes the loss of self-esteem women often experience as they fight the natural aging process (and lose). They don’t see the beauty in a mature woman, and that’s depressing.

I already disliked Slimfast, mildly. Their drinks are gritty in texture and too viscous for my tastes. However, I now find my dislike transformed to disdain for a company who would sink so low in an attempt to reach out and be “trendy” for new moms. Shame on them!

 

NOTE: As a friend asked this question, I thought I’d answer here as well. Yes, this is a real commercial. I didn’t run across it online while browsing junk; it played before a music video on YouTube as an un-skippable ad. I hunted down a recording of it to verify that I hadn’t misheard. This ad is actually being used as an ad.

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6 thoughts on “Slimfast’s MILF problem

    • Thanks! I’ve also contacted Slimfast (and their parent company Unilever) about the ad. I’m just so annoyed that anyone thought this was a good idea.

      • I know. The worst part for me, is when I see women accepting the standards that males create for them. Ugh…..personally I have no problem with MILF as a term, but I hate what the commercial implies. As if women seek out male attention, in order to please them in some way. Umm..no maybe we want to be sexy like that, or maybe we don’t. Whatever we should be whatever we want to be. I am really short on time because of my writing, but if there is any petition or anything like that, be sure you can count on me. 🙂

      • Yeah, that’s my issue, too. I don’t want to participate in a culture that makes hyper sexualization the norm. I love sex, kink, and everything that goes with it… but I don’t think my yogurt, hygiene products, or cars should be sold to me under the same banner. Sex should only sell sex products (porn, toys, contraceptives, etc.). Not a diet shake.

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