Comments on: Diesel’s Girls Have The Balls

By: O_3

O_3 — Tue, 09 Mar 2010 09:04:58 +0000

Guts are gross. OK, balls are gross too… but they are also funny-looking. Oh, and they make testosterone, linked to high-risk behaviours. It’s a pretty obvious metaphor; although “you’ve got gonads” is more inclusive, it creates a false impression of the testosterone output of normal ovaries.

By: LaurenM

LaurenM — Sun, 31 Jan 2010 19:43:10 +0000

I’m with Kelly. There is nothing remotely progressive about equating recklessness/courage with balls. If the highest compliment we can be paid by “edgy” types is that we’re a lot like men, womanhood is still being devalued.

Really, all I see in it is a bunch of thin white attractive people acting conventionally rebellious in order to sell a product.

By: Kyle Munkittrick

Kyle Munkittrick — Sun, 31 Jan 2010 04:43:54 +0000

Agreed, the phrase “balls” is inherently masculine. Oddly, that’s why I find the campaign so compelling. Diesel, it seems, chose a deliberately gendered phrase and then, it seems, deliberately paired that phrase with the opposite gender. THAT is what intrigued me. Additionally, the gender norms that girls/women aren’t funny, goofy, brave, reckless or leaders are all undermined by the campaign.

I really wish I could answer why “balls” has taken over “guts,” but somehow, seeing “balls” in pink scrawled across a girl roaring at a white tiger is MORE impressive than “guts.” I admit, the campaign is far from perfect, but for the type of company and type of campaign, it’s weirdly balanced and progressive. I’m still trying to make heads or tails of it.

By: Kelly

Kelly — Sun, 31 Jan 2010 00:43:41 +0000

i don’t think it’s the images specifically that make the campaign sexist. it’s part of the slogan itself. “stupid has the balls.” of course that phrase, to have the balls to do something, has become commonplace nowadays, but why? why has it taken over “guts”? why equate male genitalia/testosterone with risky and dangerous behavior? why do women need to say or be told they have balls? why do women need to have masculine attributes in order to be in charge, or be dominant, or be taken seriously?

By: KP

KP — Sat, 30 Jan 2010 03:23:58 +0000

Saw this linked in the original sociological images article. I really liked your interpretation. Makes me alternately want to buy some Diesel or go out and do something ridiculous. Curse Diesel and their successful marketing/branding!!!