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Toxic masculinity rapped by ad watchdog staff reporter > By staff reporter - 21 January 2021 - 10:06 The ad watchdog found no humour in a TV commercial targeted at “real men”. Image: 123RF/BRENT HOFACKER A depiction of a man who in effect buckles to the pressure of his peers to fit in is disturbing, says the Advertising Regulatory Board ordering a beer giant to immediately withdraw it. A complaint was lodged by Aadila Agjee against Heineken SA on its marketing of Windhoek Lager. The television commercial features two men having a video call, with one recalling how the other once asked for a slice of lime with the alcoholic beverage when they were in a bar. Actor Gerard Butler is seated at the bar. He turns around and says: “Hey, that’s a Windhoek. That’s 100% pure beer . You don’t need any . lime.” The second man takes a sip of the beer and clearly enjoys it. Butler says: “Keep it real, Joe.”

Aadila agjeeGerard butlerAdvertising regulatory boardWindhoek lagerHeineken saBeer advertTv commercialஜெரார்ட் பட்லர்ஹெய்னெக்கென் சதொலைக்காட்சி வணிகரீதியானது