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 a writer and advocate focusing on race, gender, and sexual and reproductive rights. In addition to serving as an Executive Director at Feministing, Lori is the Director of Global Communications at Planned Parenthood Federation of America. Lori has previously worked at the United Nations Foundation, the International Women’s Health Coalition, and Human Rights Watch, and has written for a host of print and digital properties including Rookie Magazine, The Grio, and the New York Times Magazine. She regularly appears on radio and television, and has spoken at college campuses across the U.S. about topics like the politics of black hair, transnational movement building, and the undercover feminism of Nicki Minaj. In 2014, she was named to The Root 100 list of the nation's most influential African Americans, and to the Forbes Magazine list of the "30 Under 30" successful people in media.

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

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