Does This Rollasole Ad Featuring Disembodied Legs Objectify Women?


A new print ad campaign for Rollasole, a footwear brand that sells rollable flats, features images of women's disembodied legs amidst a party-like, illustrated atmosphere and the headline, "Let the good times roll."

Rollasole Founder Matt Horan says, "We're very excited by the new creative approach. The campaign perfectly captures what Rollasole is all about: enabling you to carry on when your heels start to hold you back."

We assume the notion here is that woman can carry these rollable flats in their purse so that when their legs tire of wearing societally-required high heels, they can simply don the flats and give their legs a break.

We've seen the disembodied legs theme before, most notably in a recent Voco ad which carried the headline, Play with my V-Spot because oral is better."

Certainly this Rollasole ad is far from the level of crassness displayed in the Voco ad but some will still question whether or not focusing on specific body parts objectifies a person. In some senses, it does. In others, it's simply an effective way to get potential customer to think about the problem Rollasole solves.

Does this ad objectify? Is it sexist? Or is it simply an effective concept to tout the benefits of the brand?

by Steve Hall    Sep- 3-13   Click to Comment   
Topic: Trends and Culture