This film is really worth watching. I thought, at the beginning, that is was going to be a fairly mainstream examination of sexist imagery in advertising, but it actually contains quite a radical critique of gender norms and how they are reinforced by the media, especially advertising.
What’s at stake for all of us, men and women, boys and girls, is our ability to have authentic and freely chosen lives – nothing less.
Also, it challenges the commodification of sex and sexuality, without moralising.
The truth is that sex is both more important and less important than our culture makes it out to be. It’s more important in that, at its best, it has meaning, and emotional power, and it’s less important in that it is by no means the only important aspect of life, or of love.