SEXIST JOKES

TitleSEXIST JOKES
BrandPT. ORANG TUA GROUP
Product / ServiceBEER
CategoryD01. Social Video
EntrantWUNDERMAN THOMPSON Jakarta, INDONESIA
Idea Creation WUNDERMAN Jakarta, INDONESIA
Idea Creation 2 J. WALTER THOMPSON JAKARTA, INDONESIA
Production PESONA PICTURES Jakarta, INDONESIA

Credits

Name Company Position
Sebastian Chendra Wunderman Thompson Creative Director
Dom Dharmo Pesona Pictures Director
Azren Irwan Pesona Pictures Executive Producer
Hafiz Ibrahim Pesona Pictures Managing Partner
Jefri Jaafar Pesona Pictures Producer
Deenee Saplida Pesona Pictures Associate Executive Producer
Pingkan Rarumangkay Wunderman Thompson Executive Creative Director
Zahra Pratiwi Wunderman Thompson Art Director
Yodha Rizky Wunderman Thompson Sr. Copywriter
Cindy Agustia Wunderman Thompson Producer

Background

In the world of men, usually men’s jokes revolve around women and without them realizing it, their jokes are often sexist and hurt women. Men are simply unaware of the effects of their jokes. The question is, how do we make these men aware?

Describe the creative idea

A social experiment in the form of a stand-up comedy show which throw sexist jokes to create backfire effect to men who are unaware of the effects of their sexist jokes. This is to prove a point when jokes about women are no longer funny and inappropriate because they are aimed to these men loved ones’ then they will never be appropriate for any women.

Describe the strategy

With the rise of stand-up comedy in Indonesia, in the last few years this type of comedy shows bloom on TV as well as online channels. With urban male adult being the primary audience of this type of show we then did a social experiment where we invited some men to a seemingly normal stand-up comedy show to find out what will happen if the jokes would be related to their loved ones.

Describe the execution

Prior to the show we investigated their social medias to find out their spouse’s names. On the day of the show which was held in McGettigan’s Bar, an after work bar in the busy business district of Jakarta, it was full house and those men came not knowing what’s waiting for them. We collaborated with the stand-up comedian, who then ‘roasted’ the men one by one with sexist jokes using the men’s loved one’s names. At the end of the show, the men realizes that jokes about women are no longer funny and inappropriate when they are aimed to their loved ones’ and therefore it will never be appropriate for any women.

List the results

The video of the social experiment become the organic non-celeberity most watch video in Prost official Youtube channel and got 76% positive feedback from the viewers.

Links

Video URL