1964 Buick Riviera Commercial Sexist

[mrslater121]

I thought the women was going to crash :(

[zeezoomzoom]

ok its official women can't drive!

[laurierchick11]

makes me want to drive a Buick. Hahah.

[laurierchick11]

wow!! 

[TheKailanful]

just after 52 sec, its just like "Oh snap"

[OsbornTramain]

@cosg9531 Home? Married? how do you get this out of this commercial? Who reads a map to find their way home and how many people live in a country club???????

[OsbornTramain]

@OsbornTramain doesn't look like a home to me but a country club?

[OsbornTramain]

@cosg9531 pointless, like your comment

[valinsk]

yes. you are so right about things being different. Especially in the auto biz. It was a man's world. The demographic used to buy media was "Men 25-54-upscale). In those days both Buick and the agency McCann had one person in charge of all "advertising". Fergy was at the agency. Buick had one of the funniest, smartest most fun loving guys who I admired immensly. Harold "Hal" Savage in charge. another legend in the Detroit ad community.

[valinsk]

I suddenly realized this was done by my creative mentor. The late great Don Ferusson was in charge of Buick's creative for McCann Erikson. He also invented the catchphrase "wouldnt you really rather have a BuicK?". I worked under him in the 80's. He was a true wild man. Hunter S. Thompson on Madison Ave . What a movie that would make. He wasnt sexist either. He married 4 times. Each wife had a drug of choice & Don adapted to each new young bride. They threw away the mold on Fergy. RIP

[OsbornTramain]

@valinsk Thanks for the post. Love hearing about this type of history. Did he also do the 64 Wildcat commercials. I've posted one and a lot of folks think it's racist. But it was a different time and place back then.

[screenwitch]

Ads are still sexist today, often the reverse of this, yet are in fact worse than this because the are mean spirited and superior in tone. This ad was simply pointing out that in those days almost all women would be interested in this car for aesthetic and comfort reasons, a fact. If someone took offense to this benign commercial, that's their "stuff".

[akiramitsuragi]

@screenwitch actually the reason it strikes me as sexist is because its a reminder that cars were something women were looked down upon for being interested in.kinda like women were not encouaged to pursue tradtionally male careers,i.e. doctors. the geneal consnsus then was that women COULDNT understand cars like a man could even if she wanted too.all that being said the commercial itself really isnt that offensive. i dont like the modern ads that put men down either. the kinda make angry,really

[screenwitch]

That guy was chasing her to find out the designer of her flowing gown...

[SuperLm07]

there are bad drivers in both sexies its not just women thats a stereotype

[youknowimright1]

How was that sexist? 

[JimiA]

"Understand" equals "knowing how to work on a car". Fact is, not many women know the first thing about working on cars.

[akiramitsuragi]

@JimiA because we arent encouraged to have an intrest in them. so we dont start learning from a young age. at least thats how it was. it may be changing now. hopefully

[reymatt76]

This is 1964 PEOPLE! The PC term for black people was "NEGROS" and women went to college to get their "MRS" degree. Times have changed. No doubt in 2056 people will look back on the TV ads of today and chuckle about how sexist or cheesy they were.

[akiramitsuragi]

@reymatt76 quite true,quite true.

[mrspatrickcampbell]

The guy is cute and appears to be a homosexual - are there nude photos of him?

Discuss.

[deedeecapone]

Oh yes,it is so sexist and I love it,those where the days!

[TheLizardKing1967]

Why did GM change the body style every year on the Rivera. Was Buick that insecure about their automotive design team.

[1GaryH1]

My first car was a 1965 Buick and, even as a guy, I did not want to try to understand it... There's something about lying on your back, in January, in the snow, under a '65 Buick, changing the starter, barehanded (because with gloves on you can't 'feel' a thing - and, trust me, you do a lot of this sort of thing by "feel" - at least until your fingers go numb - because you can't see up under there) that most people, including most women, don't understand...

[Cocco5842]

Annnddddd thissss is why I am so glad I did not grow up in the 1960's!! :)

[mduncan81]

@Cocco5842 It wasn't so bad. I could ride my bike anywhere or even catch the bus downtown by myself. Every mother in the neighborhood was just like my own. Schools were better before we had to make sure everyone was equally lacking in education and opportunity. Women also were admired and respected for being women and honestly were not treated as crudely or sexually as they are in every aspect of popular culture today.

[illegalgovernment]

What is WRONG with sexism, that is an identifying of the characteristic differences between men and women? The answer is nothing at all. You would have to be fairly unobservant to not notice characteristic differences between the sexes. I myself do not care if some people are offended by this commercial because they think it sexist. Let them be offended. The feminazis never seem to care how offensive their views are to others. Anyway, the '64 Buick Riviera is a beautiful car.

[Eriktobru]

What? I don't get it! Where was the sexist part?

[sneakers55]

@Eriktobru Possibly because "only a man can understand it."

[imkohia]

It was the 60's you guys, this kind of stuff was moooooore common.

[TheQuesoviejo]

great lowriders

[BeatleBangs1964]

Oink, Oink. Who wrote this sexist ass ad, Archie Bunker?! I hate that kind of thing. And yeah, when you insult my intelligence, you insult me big time becuase there is so much intelligence to insult.

Only a man can understand? Horse manure! The heck with this GM car. It's Ford Falcons for me!

[janknuckey]

@BeatleBangs1964 Well yes I guess it would be Ford Falcons for you as they were simple in construction and easily overheated...lol

[mulletman6970]

@BeatleBangs1964 :

The way this ad is saying is for a women it was and could still be a more typical thing for a female to ooh and ahh at the beauty of a car, where as a man is more thrilled with horsepower and with this cars 425 nailhead performance was a big thing for this particualr automobile, and that is clearly what the ad is trying to say, as for your falcons...well good luck with that, id take a riviera anyday. good day now

[mottledbrain]

That commercial seems so old -- but it is only from 74/75. That wasn't very long ago was it? Was it?

Uh-oh. I may be getting on in years ........

[drspinko]

This is a great commercial. This commercial is not nearly as sexist as all the modern commercials that make men look like buffons who need women to straighten them out.

[MrChrisjeffries]

The late Dusty Springfield has a white 64 Riviera.....

[Freebreeze217]

I was a 14-year-old girl back then and I remember it well. It made me mad because I was nuts about cars and I knew enough to "understand"! I'm a 60-year-old now who fostered a love of cars in her sons and now loves taking her grandson to to the races.

[10blood]

Not Sexist at all. Just telling the truth :)

[piratkiler]

how is it sexist

[njot3]

It's just the way things were at the time. Lighten up.

[twitstixify]

The commercial is actually sort of normal if a tad stalkerish - UNTIL THAT LAST LITTLE DIG. So: the actor and actress and director are innocent. That insanely sexist little dig ruins a normal commercial - and it just makes me think "conspiracy!" because it feels like it is ONE BASTARD SEXIST AD COPYWRITER SCHMUCK who ruined this commercial and turned it into an attack on the ladies I love. And I want people to see how ONE BAD APPLE can infect attitudes for all of us. Please don't judge us all

[matthias5151]

@twitstixify their not talkin bout apples their talkin bout cars, lighten up ...i bet the actors and women of the era didnt think there was anythin sexist about that or any other tv add.

they were too busy enjoying their lives .....

[Carl6231]

Great Riviera commercial!! Love the way Buick advertised back then.

[pedophiliaakbarboom]

This commercial wouldn't work now................women understand cars much better.

A true American classic and the car is kinda cool also.

[chompychomps]

Sure.

[flippitydoo]

Only a man can understand? This is disgusting, theyre insulting my intelligence as a woman. I have alot of military female friends who are mechanics. If they said 'only whites can understand' it'd be racist. To imply there's only one knowledgeable gender of the product, IS SEXIST.

[flippitydoo]

I really can't watch these commercials anymore I get way too worked up and offended. To work so hard in life and people say you aren't good enough because of your gender or race is pitiful, and you must have low self esteem to do such a thing.

[jancember]

@flippitydoo ,It's ok if you get worked up cause the truth is a hard thing to face . It's not your fault your not equal to a man , We don't blame you . You just can't grasp things like a man . But don't worry about it . I'ts kinda cute .

[OsbornTramain]

yes, it is sexit, but at the same time, it's almost 50 years old and times have changed. Clearly, no major corporation or small business could ever run an ad like this. It's now part of history.

[knightflyte]

@OsbornTramain

Also realize who they were selling to. In a time where a majority of woman were marrying younger and not pursuing higher education like today, I doubt many woman would understand. It's not that they weren't capable. It was almost unheard of to see a woman who knew where the oil cap was never mind understood cubic displacement and horse power.

[BakuraSpoon]

@OsbornTramain Theyd run naked women to atract perverts and sexist kfc commercials and subliminal messages

[chompychomps]

How about if it said, "Only blacks can understand?

Caught you! Besides, I grew up hearing the same commercials that were so "sexist" towards men: "Secret, it's stronger enough for a man, but made for a woman" and "I'm gonna wash that man right out of my hair" Big deal, lighten up.

[jpsplat]

Well, you've got to take in consideration that these type of things were made in the time when it was socially acceptable to slap your wife. NOT SAYING IT'S RIGHT, but yeah. Did you ever see that one battleship box?

[NobleLumpkin]

@flippitydoo Oh my god, you have your panties in a knot about a commercial made in the 60's? Do you really have nothing better to do? Maybe you could find something better to be pissed off about...

[midnightneonmatt]

@flippitydoo lol you gotta think about it this was made in 64' alot has changed since then, in 64' women were not mechanics and the women were not in the military also so you gotta think of the times, look at now you have all these women drag racing and building wicked motor's, and hell a girl workin on an F/A-18 Hornet fighter jet is sexy as hell ;o)

[GrandCaravanSE]

@flippitydoo Ummmmm Hi it is the 1960's?!?! women do not have much other to do then cook and clean. they are still considered second class citizens. this commercial would never be able to be put on TV now a days.

[WTC7WasPulled]

@flippitydoo Oh Please, give me a break. Next thing you are going to tell me is that you don't need a man and you are an "independent" woman. Stop listening to the Rockefeller propaganda and get a man and support him and have children and be there for your man. Its a team!

[ArnageProductions]

@flippitydoo they are only saying that because you know how they were back then

[3dueces]

@flippitydoo Aww... so sad.

[shathorne]

All I can say is that if Buick made a car like this today, I'd buy one!

[365degrees]

what about the "SECRET" ad?

For years "STRONG ENOUGH FOR A MAN, BUT MADE FOR A WOMAN"

Good.....

[OsbornTramain]

yeah, but in this sense, there are biological differences between a man and a women. Not sure who sweats more but the logic was that a woman's deoderant won't work as well on a rough and tumble guy....but does.

[GodfatherOfHouse]

for the record...my mother was part of the team that came up with the Secret slogan....so it wasn't intended to be sexist...just a way to create a market.

[chompychomps]

The ad people were just capitalizing (pandering really) on the feminist movement with spots like that. Money from trendy social conscience.

[365degrees]

Yea maybe but you don't want to smell that pretty.

Don't you just love "women"?

[64098]

1963, 64, and 65 Rivieras were the best looking ones of the '60s in my opinion. Heartyhoopz1184 is right, why can't we find a happy medium in today's society?

[iluvbuickgnx]

ah for the days when political correctness was a joke, not the iron reality of today!

[jancember]

Because women need men to tell them what to do and to make them feel good about themselves . A woman is like a child and you have to treat them like one .Now get back in the kitchen where you belong

[riethc]

lol?

[mpc516]

I'll never understand why men were such a-holes back then.

[riethc]

Same reason why they are giving you a thumbs down me-thinks.

[heartyhoopz1184]

youll never understand why men were such a-holes back then...

and ill never understand why women are such self-centered, self-worshipping, demanding, spoiled, princes today

too bad our society cant find a happy medium : (

[emilyjaustin]

LOL this commercial cracks me up

[SNOOOOOO8]

WOMEN ARE WORTHLESS

[hug103]

Try creating a child by yourself, frog.

[boss7of7all7bosses]

michael jackson did

[Zando24]

I don't think it' so sexist. It's true. Understanding cars are a guy thing, admiring cars are a girl thing. If they released a sewing commercial saying "an art a man can admire, but never understand," I bet nobody would get pissed off lol

[riethc]

I'd be super pissed! Sorry, I'd write more but I have to get to my crocheting class...

[Zando24]

You'd be pissed? lol

[machone7I]

@Zando24 many people call me artist and im a man and my mother taeach me all i know about mehanics. my father knows much less and my mother has raced when she was young in classic car rallyes.

[Catfissy]

@Zando24 Oh really? So I can't understand the mechanics of a car? If that's so, it's too late.

[Zando24]

@Catfissy I didn't say that. I didn't say women COULDN'T understand cars, of course they can. I just said they often DON'T...simply because most don't care to. By a guy or girl "thing," I just mean tendencies. The commercial is just making fun of social roles, that's all. I can understand the mechanics of sewing for example, but I don't. Most guys(and girls now) don't understand it. It's a stereotype yes, but that's advertising lol. Personally, I'd be very interested in a girl who knew cars lol

[scotpens]

Packard's famous slogan was "Ask the man who owns one." If they were still making Packards today, would they have to change it to "Ask the person who owns one"? Or "Ask the man, woman, neuter, hermaphrodite or transgendered individual who owns one"?

[videoguy604]

If you were an owner, it could just be "Ask the jerk who owns one."

[scotpens]

I don't quite get that. In its heyday, Packard was one of America's premier luxury automobiles, with a spotless reputation for quality and reliability. Packard owners were justly proud of their vehicles. Of course, it's possible that quality declined in the postwar years, after the merger with Studebaker.

[videoguy604]

I'm responding to you and your offensive comments about multiple minority groups when I say "jerk."

[scotpens]

"Offensive comments about multiple minority groups"?

Sorry, you must be thinking of someone else.

[videoguy604]

You said: "Ask the man, woman, neuter, hermaphrodite or transgendered individual who owns one" and I was under the impression that you meant to mock them.

[scotpens]

I wasn't mocking those groups at all. I merely intended to mock today's overbearing "politically correct" attitudes.

In fact, some of my best friends are neuters and hermaphrodites!

[riethc]

Man, being neuter must SUCK!

[smellson1220]

Hell yea! Men run the world, women are animals

[goreboy8]

i agree

[JET997u]

Ah....what is sexist about this?

[cadrolls1]

Apparently, it was the comment "only a man could understand". I. for one, agree that most women don't understand, or want to, the mechanical workings of their cars, as long as they run right. It's a cool car though.

[RAM71]

...what's wrong with being sexy?

[abercrombeebee7]

absolutely nothing! :)

but when a certain group (not just women) are being exploited or forced to flaunt "sexiness," or whatever else to either entice or achieve approval from another type of group, it's wrong. in this particular commercial, a woman is selling her hot looks for all the men to see (so they'll buy the car, and the hot chicks will come callin). hope i answered your question/comment!

[stepilon]

By today's standards, this is sexist of course. But this isn't that bad for the sixties even though it downgrades women's intelligence, which is far from nothing. I have seen seventies' commercials that were a lot worse than this one. She's actually driving her own car, it's a start I guess.

[Existantia]

LMAO Hilarious.

[lasuvidaboy]

Three people on our block here in L.A. had Rivieras. One was a '65 and the others were earlier versions. One neighborhood kid put a hose in it while it was parked in the driveway and turn the water on. Needless to say the lady who owned it was beyond furious as were the kid's parents.

[fundyracer]

Hilarious!

[grumpyburnside]

sexist? maybe. but a gorgeous car, though. none of the new ones come close to the style and elegance that American cars had in the 60's.

[longhairedlayabout]

So did he get a root or not?????

[mmusser19]

Yeah, that was totally sexist, but I liked the music! It was really peppy.

[blueblade455]

OOOOOOOOOHHHHHHHHHHHHHHH SNAP!

DAAAAAAAAAAAAAAAAAAAAMN!

Somebody finna git they ass whooped!

[TK572]

whenever i see these cars for some reason i think of either a 60's spy movie; where the spy drives the Riviera, or the Rat Pack. Maby because it is simply a classy car from whatever angle you look at it from.

[Erix7810]

face it, cars are a guy thing. Women dont know shit about them

[stevem7]

Eloquently said.

[carlairving]

and I guess women things would be... cocooning?!?! You are a good example of misogyny... Just to let you know, several women are really interested and knowledgeable of everything related to cars.

[Existantia]

Haha, I write ads for cars so I have to know em in and out!! LOL

[starquant]

Yep, I see what you mean. Like women don't mechanics or how a machine works. Extremely Condesending and marginalising. I think women took over a lot of the mechanical plants during world war two and did a very good job. I think people tend to forget that. Pitty really. Thanks for the clip. Nowadays all the commercials show women serving meals and showing their tits, nothing ever changes does it. As a Footnote John Lennon wrote a song back in 1972 called "Woman is the Nigger of the World".

[kungfuman2b]

Stereotypes exist for a reason. Most women SELF-ADMITTEDLY are not good at mechanical-type things. The exact same thing as a man admitting his wife is probably more adept at looking after the kids, not that he is not ABLE to. And when women took over industrial jobs during wartime, the quality went down recognizably for a while. Just some thoughts.

But, yeah, the commercial was WAY over the top sexist. "Only a MAN can understand" lol!!!

[slickshades99]

I agree, only a man (and these days a real man) can understand.

[missbraindamage]

you're retarded

[markmarshall39]

now these are car commercials!

[rebellion67]

i had a 65 riv. we called the hidden headlights "clamshell". it was a 401 engine and was a blast to drive. the 1st series rivs are the ones to own guys and gals! not to say the boatails aren't nice, too, but the first series is always the best for collectible purposes. they are great roadcars! my favorite feature was the factory mag wheels!

[scotpens]

The 1971-73 "boattail" Riviera, based on GM's fullsize "A" body, was just TOO DAMN BIG!

[FelixAtrox]

My favorite year. When I get a luxury car, it will be this. Heavy but so many of the cars of today are not much lighter. And she is the one that does take the long way home!  The scenic route! I am *so* jealous!!!

[retrojoet]

I agree it is one sweet car, but are you really partial to the '64 and not the '65? I thought they had it perfected for '65 with the hidden "clamshell" headlights - talk about ultra-classy! I remember one from my childhood - it was navy blue with a white vinyl roof and a white interior - beautiful!

[FelixAtrox]

I like hidden headlights, I think Buick called them 'shielded', but the '65 had a different fender line to accommodate the headlights, that was more bulky. With the removal of the fake side vents, and maybe even the re~positioning of the taillights into the bumper, it does not hit me as individual or as striking. Of course, the years have diminished the taillight feature by use on other cars. It is a minor matter, I would like any year '63~'65.

[scotpens]

The '65 was much cleaner and sleeker than the two previous model years. The car looked better without the fake side scoops and with the taillights integrated into the rear bumper. The headlights hidden behind clamshell doors in the front fender peaks also gave the grille a cleaner look, but those headlight doors were a bitch. Every '65 Riviera owner I knew had those doors get stuck in the halfway position.

George Barris did a beautiful mild restyling job on the classic "Villa Riviera" custom.

[Silverick2]

You're so right! The '65, with those troublesome hideaway headlights, was the best looking Riviera of that body style. There's a white one here in San Francisco that I see on occasion and I take the time to watch it drive by, every time! Rick

[FelixAtrox]

Just as I prefer a '66 over a '67 Toronado, but only for the most minor of reasons...

[FelixAtrox]

Sweet car! I'm not sure if it's sexist or not~ they both are driving their own Rivieras! I think the point was that the man took the 'long way home'~ or was it the woman?! Do ladies take the long way to the store? Maybe so, but aren't all those ads for household products even more sexist? I would love to have either one of those! Sweet cars! Class all the way!

[retrojoet]

All I see is a sexy, beautiful machine that is exactly what The Big 3 should be building today! I'd rather see two attractive people having fun with their new vehicles, as opposed to seeing some rapid-fire speech about fuelmileage-0%financing-$1,500­factoryrebates!

[OsbornTramain]

Agreed! this is personally one of my favorites!

[MortiereProductions]

they have. its now a concept and it looks awesome. except for the doors. im not a big fan

[olddavooo]

Marvelous, What a great car.

Olddavo

[chrisgreen67]

There is another '64 Riviera commercial where they drive through Las Vegas at night. Do you have it and can you post it? I would love to see it again. Thanks!

[Muskadash]

"Boy, times have changed"

They certainly have. Now adverts are all sexist against men.

[OsbornTramain]

Men and Dad's are all protrayed as idiots now. You can't do that to women anymore in ads

[imSOridiculous]

I know! And when a woman has control over a guy in a relationship, like he's "whipped" and she's "the boss" it's cute and funny. If it's the other way around it's a tragic Lifetime movie on abuse. =P

[Devotchkate]

Sexism is sexism, regardless of who is being sexist towards who. If you'll notice, women are still frequently portrayed as helpless victims, and men are still frequently portrayed as the cardboard hero figure. Sexism goes both ways, and unfortunately it's alive and well.

[Tromminator]

Hahaha! Man, how times have changed.

[Drivermatic]

This is one of my favorite TV cars commercials. Who could hate it. The hip music, modern film editing, the classy chick, the rugged guy and the beautiful lines of the Buick Riveria. If there is a perfect world, it's in this Buick ad.

[OsbornTramain]

Agreed, 100%! On all aspects, love it for all the above....feels extremely modern for 1964