TALK TO THE MOOSE.
Recently, I have been coming across a lot of controversy over a particular Gap commercial, featuring several little girls. I think you know the one I’m talking about.
Talk To The Moose Gap Commercial
You know, the one with the cute, sassy, little, pre-teen girls, dancing, and chanting a cheer about the clothes they want for Christmas? The one with a couple of cute- as-a- button, four year olds, jumping up and down, screaming with wild abandon? Oh, come on, you know! The fun one. The one with the song that gets stuck in your head, and makes you wan to be an eleven year old girl, dancing in the schoolyard, with your best- est friends.
No?
Okay… maybe the one with soon- to- be- whores, shaking their rump in an effort to con their parents, or a willing mate, into buying them a sweater?
Yup, I’m talking about the same commercial. Are you wondering where I’m going with this? What side of the fence I’m on? Let me say this:
- I am not/ nor have I ever been, in favor of sexualizing little girls.
- I like the stupid commercial.
- The kids are wearing layers of winter clothing.
- These girls are having so much fun, Hot Nerd and I had huge smiles on our faces when we watched it. (He admitted to wanting to be an 11 year old girl after watching it because it looked like so much fun.)
- I’m almost positive that the choreographer, the advertising company, and the Gap, did not set out to sexualize these girls in hopes of getting more parents to buy more clothes.
- I find this whole uproar a little too Footloose for my liking.
Okay, let me explain that last point to some of you non- Kevin Bacon fans:
The kids just wanna dance!!! They wanna have fun! They don’t think it’s dirty, and we shouldn’t impose that on them.
I am someone who, at one time, was a professional dancer and choreographer. I started at a young age (younger than some of these girls). Dance involves moving different parts of your body. And dance is one of the purest expressions of joy there is. That is exactly what I saw on the faces of these girls, pure joy.
I used to dance like this in my bedroom as a girl, and I didn’t see it as sexual at all. I felt confident, happy, comfortable in my own skin, and free… absolutely free.
Here are some of the comments I’ve read about this commercial:
I think it’s inappropriate. So much sass in such little girls.
We all know that sexualizing little girls is a bad thing, encouraging them to grow up too fast is a bad thing, so why do we continue to do it? I won’t be shopping at the Gap anymore…
How sad. Just sad. Materialism, sass, sexualizing young girls. Everything about this commercial is disgusting.
I also found plenty of comments from people who found this ad very cute, fun, and not in the least bit sexual.
So, how can some people find this ad creepy, and others find it super fun?
Well, here’s my opinion- which, of course, is priceless:
Some people just can’t watch something like this without seeing it as a pedophile would see it. Their mind sees the sickness in things, like this innocent commercial, because they are always searching for the things they are deathly afraid of. And for what it’s worth, I do believe it stems from a fierce love, and a need to protect their children.
However, I also believe, that viewing things as a pedophile would view it, is not necessarily a healthy piece of glass to look through.
It’s this same piece of glass that makes people think these dance moves are dangerous. That a hair toss, or a hip shake from a 9 year old, puts them in a dangerous position, or makes them appear dirty in some way. This is not the message I think we should be sending to our little girls.
We, as a society are sometimes too quick to throw down the “creepy” card. Especially when it has to do with our little girls. But I’m afraid we’re telling them-
tread lightly…
reign yourself in…
that was dirty.
I would much rather say-
tread loudly…
express yourself…
leap, and twirl…
own your body…
experience joy.
Shall we wrap all our little girls up in white cotton from head to toe and have them scuttle down the street in an effort to only move certain parts of their bodies when they walk? Shall we tell them they can dance- but only in a “subdued” manner, moving their feet, calves, elbows, hands, and on rare occasions, their heads?
Shall we allow the lowest common denominator, the perverts, and the pedophiles to shape our society by scaring us into suffocating our young? That’s giving them too much power.
Did I mention that Footloose is also one of my favorite movies, because the kids win. The kids teach the adults to let go just a little. That there wasn’t alot of good coming from “protecting” them from fun.
And here’s a little something for you to chew on:
This is a commercial from the early 80’s that did not cause nearly as much hub bub.
Vintage 80\’s Girl\’s Underoos Commercial
Embedding has been disabled, so you’ll have to click and watch on You Tube.
I welcome all comments on this post.
But if you think the Underoos Commercial is dirty, then all I can say is:
“Talk to the moose.”
psumommy
Monday, 14th December 2009 at 5:18 pm
People thought THAT was 'sexualizing little girls'? Really?
Wow.
I think some people just dig and search to find something to whine about, I really do.
MamaBear
Monday, 14th December 2009 at 5:19 pm
A-freaking-men. The people who think either of those commercials, but most especially the one with the little heavily bundles cuties, are in any way sexual maybe need to go right now to a psychologist and confess that and get the therapy they need. Sorry. It's adorable. Hubby and I LOVE that commercial. If it was boys dancing with reckless abandon, would that have been considered sexual? Ugh. Don't answer it. It would probably inspire some stupid anti-gay campaign.
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@MinkyMoo
Monday, 14th December 2009 at 7:56 pm
I think they are adorable! I think this is soooooo classic America. We get all upset over something silly like this
MommyNaniBooboo
Monday, 14th December 2009 at 8:32 pm
Agreed- I am sure there is some human trafficking going on somewhere that we can get up in arms about…
lz @ MMP
Monday, 14th December 2009 at 8:02 pm
Why is 'Sass' used to often in these comments? And what's wrong with sass? The girls are performing…they are fine. I agree with previous posters and feel that if one is finding these commercials to be overly sexy, they are looking in the wrong place for sexy.
MommyNaniBooboo
Monday, 14th December 2009 at 8:34 pm
I noticed that too- about the "sass"
What's with all the hating on the sass?
Are little girls only supposed to be meek and mild mannered??
MommyNaniBooboo
Monday, 14th December 2009 at 8:34 pm
I noticed that too- about the "sass"
What's with all the hating on the sass?
Are little girls only supposed to be meek and mild mannered??
Petra
Monday, 14th December 2009 at 9:04 pm
Craziness. Total craziness. I see nothing at all wrong with this commercial, and as a mother to a child model, I would have NO problem with my daughter being in an ad like this. People just look for stuff to start controversy over, and I feel like the stuff that IS actually overtly sexual and inappropriate it overlooked and stuff like this is attacked and it's NUTS!
MommyNaniBooboo
Monday, 14th December 2009 at 10:05 pm
Yeah, you know- I actually find more of a problem with the Bratz dolls than with this commercial…
Temerity Jane
Monday, 14th December 2009 at 9:11 pm
I just thought… they were dancing. I like it. I like the adult version of the commercial. I think it's catchy and adorable. Sure, they're a little sassy, but… if someone doesn't like sassy-mouthed little girls, they can teach their own children to behave otherwise. It's certainly not pearl-clutching offensive. Wow. I didn't even realize there was controversy around this commercial! I think it's too cute.
My recent post I did not start this fire.
Sue (fearlessknitter)
Monday, 14th December 2009 at 1:15 pm
I can not stand this commercial. In fact, as much as I try to avoid the ‘H’ word I can safely say I hate this commercial. But, not for the reasons you mention above. The dancing is fine. In fact, I agree with you about that. The problem I have with these girls is the obnoxious, spoiled-brat way they are telling their parents to “shove it”, they aren’t wearing coats, buy me this. The bitchy, disrespectfull, teenager-attitude-in-a-little-girl-body way they act is something I see in real life all the time. This over-the-top version of that just reinforces this bad behavior.
@mydoodlebop
Monday, 14th December 2009 at 9:17 pm
Totally agree with all. I'm fairly conservative when it comes to my 2 little girls, but this Gap commercial is not at all offensive or sexy. Come on people! And love the Footloose reference…totally appropriate!
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Lori @ICanGrowPeople
Monday, 14th December 2009 at 9:31 pm
I don't feel like the Gap ad sexualizes little girls. I *do* think it may focus a little too hard on materialism–especially for kids that young (how CUTE are these BOOTS?! MUST. HAVE. THE BOOTS!!!) I do realize it is a commercial, after all, and they are trying to sell a product.
And I hate to say it, but the commercial annoys the crap out of me. Their shrill voices and repetitive cadence makes me turn the channel. I enjoy the sassy, I just wish the sass was a little more subtle.
MommyNaniBooboo
Monday, 14th December 2009 at 10:01 pm
Ahhh- interesting point about the materialism… but that's a whole different post about our consumerist society.
I kinda liked the shrill factor! It was very wild and free. I'm also not around shrilliness (I like to make up words) very often, so perhaps it's easier to find it entertaining…
Lori @ICanGrowPeople
Tuesday, 15th December 2009 at 2:44 am
I should note that I also work in theatre/entertainment and I probably have an underlying disdain for those child actors because I have a feeling that behind the scenes of that taping they were quite a handful!
Misseyme
Monday, 14th December 2009 at 6:31 pm
I loved my underoos. They were underwear that was fun to wear. It almost seems now we shame our little girls for being little girls. For having changing bodies and bright personalities. I feel the most for girls from 7-13. I feel like they are getting the brunt of the overly aware media and society and in exchange are loosing their youth at such an important developmental age, you know? Those girls can be sassy and layered sweaters, scarfs and hats all they want!!! To me, they just look like they are having so much fun. Dance on little Gap gals. Dance on with your Mooseness!
@amotherworld
Tuesday, 15th December 2009 at 6:48 pm
Great commercial – didn't see the controversy at all!
Vince
Tuesday, 15th December 2009 at 7:19 pm
What's the difference between this commercial and girls the same age performing cheerleading routines?
Libbey
Tuesday, 15th December 2009 at 12:37 pm
Retail revenue success or failure, I think it’s crucial to consider the ads’ impression upon Girls, age 8 – 10(ish), Tweens.
- Can they relate?
- Do they feel less than (girls in ad)?
What’s the message?
- Are they being told that if they can dance, dress cute, be “sassy” – they’ll have an awesome time, loads of girl-power pals?
- Is it implied that diversity is nothing more that a mashup of White-bread hiphop, cheerleader style?
I think so – but it isn’t horrible, or even unusual.
I used to worry about every possible image set before my oldest daughter’s eyes. (Poor kid – first borns are guinea pigs to a novice, if well meaning Mommy) I agonized even over Barbie – trying to convey to my child the life lesson of every situation.
- Did my 4 year old know that Barbie’s figure wasn’t attainable?
- That beauty comes in lots of shapes and sizes?
Ugh. What WAS I saying?
Here was my daughter, playing fairy-barbie and mermaid in tub, imaginative pretend play! Very cool.
Here comes me, to suck the fun outta playing by interrupting the moment with adult thesis of adoloscent development of esteem.
:downer:
Emma finally said, “it’s JUST a doll Mom.” Yep. That’s right. Lesson learned. Pass the bubbles.
Our daughters look to us first, they watch us – they form their own opinions too – absolutely. But I find that if I don’t take rather frivolous, probably not created by a parent, marketing seriously – conversation and statements of impression, flow naturally. She has room to consider, to really like something or be curious even – and to let some of this stuff wash over her, without a lot of notice. In this case, without feeling like a GAP sweater, boots, stockings, must be had – now. Or soon. Very soon.
That obsessive reaction IS what marketers want. I like to call it The “My Precious” Effect.
It makes money after all. All consuming desire to have that item which will make you happy, popular, relaxed, confidant. (hey – it worked like a charm on me on more than one occasion, but I’m a grownup, mostly
As we know, “My Precious” also makes you ugly and not pleasant to be with… No kid wants to be a brat, it’s a tactic. Especially if it works. No parent thinks they foster this – and some kids are more susceptible.
As a mom of Tweens, I’d say – it’s ok to have favorite “things” – to have and to wear. Expression of self is truly an art form – the Moose isn’t really that expression, it’s just a line of clothes that reflect the retailers concept of current fashion.
It’s wonderful to dance too, and sing – to be joyful and happy. Meaning – Without labels or boundaries – whether our girls have rhythm or not, can sing and carry a tune or sound like a cat in heat … it’s all good!
Bottom line:
Girls of this age are amazing, soulful creatures. With great aptitude and attitude. It’s their imperfection that’s inspiring, unique, rare. This stage in a girl’s life is fleeting. That’s the part I feel protective about, preservation of the space between little girlhood and teenland. Tween means: No going back, forward moving, but not there just yet.
It’s personal evolution in motion.
This ad is a peice of fluff – and a rendition of girlhood that doesn’t really exist. It’s not mind blowing.
I like the colors tho. It’s got a good beat, I can tweet to it – I give it an 80.
Lib
Ps – Great forum!!! Solid questions and thoughts, ideas. Thank you!
Jil
Thursday, 24th December 2009 at 9:35 pm
I missed the controversy too. I watched, I tapped my toe, I remembered having tons of fun dancing with my friends at about the same age. Fun commercial. As a 44 year old mohter of a 17 year old teenage girl I'd much rather be asked in this way by said daughter. The alternative of temper flaring because "all my friends have one, you just don't love me." is supposed to be better?? My vote is a strong, "Yes" to the ad, so all opposed "Can Talk to the Moose, Talk to the Moose….."
p.s.: thanks for the smiles and your perspective. And now this song is stuck in my head for the day…. hehe
revelationsinabsurdity
Thursday, 4th March 2010 at 12:20 pm
Gotta admit, first time I saw this commercial, all I thought was “Why is my daughter not in this commercial”? (Or me, for that matter. Looks like SO MUCH FUN.) She has just the right amount of sass. Three-year-old sass. Now, I spend a good part of my day teaching her where to put her sass and how to properly use her sass, but to get rid of her sass entirely would also rid me of some of the things I like most about her, like her spunk, her fearlessness, and her tendency to dance like no one is watching. She didn’t learn this sass from TV or movies (which I closely monitor)–it’s like she was born with it.
SO I will teach her how to use it for good, not evil. But I would never deny her that sass. I am sure it will come in handy some day.
mommyjenn
Friday, 5th March 2010 at 8:44 am
Yes! Properly placed sass is an asset to any lady, in my book. And dancing like nobody is watching is one of the best feeling things in the world.