The advert features a cavewoman character driving a rudimentary car, claiming to have just invented the wheel and shortly after, crashes the car.
Her caveman friend then comes along and states that he’s “just invented car insurance”.
Now is it just me or does this advert have sexist undertones?
The advert, to me implies that women drivers are more likely to be involved in car accidents even though statistically male drivers have been in more accidents than female drivers. Here’s another statistic.
Since GoCompare is a car insurance comparison site, I feel compelled to mention the huge legal battle that took place earlier this year to out rule insurance companies being able to charge male drivers a higher premium to reflect that they “are more likely to have serious accidents”. This was in a bid to make things more equal for male and female drivers (not that I agree with the ruling; men and women drivers are inherently different and insurance policies should be allowed to reflect that, plus I like my lower premium).
In terms of the GoCompare advert, I think it’s outright sexist to have the cavewoman crash the car rather than her caveman counterpart. It’s outrageous for GoCompare to sign off an advert that reinforces old and incorrect streroeotypes that women drivers are worse than males when it’s just not true. To go along with Gocompare’s caveman theme, there is “overwhelming evidence that propensities towards certain types of behaviour, including less-safe driving, are ‘hard wired’ in men” due to their hunter gatherer minds and high testosterone levels. Ug.
Can anyone tell me why the male caveman wasn’t the one crashing car and it had to be the female cavewoman?