Klondike rewards man for briefly listening to wife

I don’t know about you, but nothing puts me in the mood for some ice cream like a healthy dose of blatant sexism.

Thankfully, Klondike’s new “5 Seconds to Glory” ads deliver just that- the sort of trite gender stereotypes and blatant gender scare tactics that really gets me in the mood for a vanilla and chocolate delight.

In the ad below, a guy is forced to “survive” 5 seconds of– get this– listening to his wife speak. Oh, the horror! Of course, he tears up and almost doesn’t make it, but in the end he is rewarded for his heroic demonstration of bravery, endurance, and, what else, manliness, with a Klondike bar.

Wives, of course, only talk about things like which color to paint the foyer.

Check out a second ad after the jump. This one involves– get this– biker guys holding hands. Oh the humanity.

Thanks to Callie and Neil L for the tips.


Brooklyn, NY

Lori Adelman is Executive Director of Partnerships at Feministing, where she enjoys creating and curating content on gender, race, class, technology, and the media. Lori is also an advocacy and communications professional specializing in sexual and reproductive rights and health, and currently works in the Global Division of Planned Parenthood Federation of America. A graduate of Harvard University, she lives in Brooklyn.

Lori Adelman is an Executive Director of Feministing in charge of Partnerships.

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