Uncle Ben's Rice Advert

Uncle Ben’s Rice Advert

Filed under: Advertising Idiots — Tags: , — Carl Hepburn @ 11:32 pm March 9, 2010

I have to say this one went under my radar for some time. However, it is a particularly annoying advert because it is so stupid and pointless. Whoever came up with the concept failed on every single level. Picture a domestic scene where an urban woman, geeky husband and some other random fellow that has just popped in for a cup of coffee, are preparing a meal.

They have a large, modern designer kitchen so it stands to reason they choose to make packet rice in the microwave. The geeky husband goes to take the rice out of the microwave (even though it hasn’t pinged). The microwave door is stuck. The women says in a matter-of-fact voice, “Oh, It won’t come out unless you tell it it has no artificial colours or preservatives.”

There are so many things wrong about the reasoning behind this statement, both philosophical and causal that make it clear that her grasp of reality is very tenuous. Are you fucking crazy? It is rice. It is inanimate. Leaving aside the point that it is the microwave door that is stuck and how rice can summon the power to keep it shut. What the fuck has this got to do with rice anyway? If it has no artificial colours or preservatives, then just fucking say so. What sort of a moron would you have to be not to be able to cook ordinary rice anyway?

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  • Well you know it is time to dump the crazy bitch when she comes out with drivel like that, it is like in Asda on their packets they have things like ‘eat me,i am quick and easy’. Your not a cuddly toy that moves like a human,your just fukin rice, god help me so i will…

    Comment by Gav — October 8, 2010 @ 11:11 pm

  • I wonder if she would talk to all the kitchen appliances. Totally stupid advert thought up by a moron!

    Comment by PHIL — December 12, 2010 @ 2:25 pm

  • She’s an attractive young lady,more attractive than him I dare say and for that reason alone he’ll go along with it.It rings true to life.He needs to please her,to appease her.I doubt you march in and grab your ‘woman’ by the hair when you feel the urge,no,you have to play the game.So does he.She’s no Germaine Greer,she’s intelligent and feminine!

    Comment by alan — April 3, 2011 @ 3:45 pm

  • I hate this ad – makes me want to smash my tv up and send uncle ben the repair bill.

    Comment by darren — September 7, 2011 @ 6:37 pm

  • I don’t get this, how do you know the man is the woman’s partner husband, what is the significance of the other man, example:- are they gay and she is made to look like a neurotic female?

    Comment by Fiona — September 22, 2011 @ 6:49 am

  • Yeah its painfully bad – Its needs to be taken off the air – Who is the target market – Stupid Women suffering from PMT ? Well Ok perhaps theres a target after all

    Comment by Tim Broad — November 3, 2011 @ 10:36 pm

  • I, too, am perplexed by the presence of a second male in this advert. Perhaps they are both mentally retarded, and she is their carer? Or they are her children, and whoever cast the actors in this ad screwed up big time. “It won’t open unless you blah blah buggery blah” sounds like the kind of mumbo-jumbo bullshit that a parent would tell a (-n idiot) child, anyway.
    Again, maybe they are mentally deficient, to lack the cerebral fortitude to pour some rice into a pot of water and boil it.

    Don’t forget the punchline, either: “I’ll need you to ‘talk’ to the dishwasher later”. Now, I knew that advertising was full of ‘comedians’, but… (ba-dum-tish)

    Comment by Alex — November 15, 2011 @ 12:14 am

  • […] And don’t get me started on the kitchen ads that feature men as completely incompetent idiots, such as the Uncle Ben’s rice advert. […]

    Pingback by Sexism alive and well in Federer Lindt chocolate ad | Women's Views on News — December 17, 2011 @ 11:34 am

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