Since 2008, Ashton Kutcher has served as a spokesperson for Nikon Coolpix. In this commercial, Kutcher leaves his Nikon Coolpix camera unattended in a hotel lobby, and watches as groups of beautiful women cannot resist taking pictures of themselves with it. The end result is that Ashton is in possession of numerous pictures of these women. As he exits, he tells the doorman that he will make him copies.

discussion

What messages are being presented about masculinity and feminity in this advertisement? What adjectives would you use to describe the women and the men in the commercial?

Do you find Kutcher’s plot to get pictures of the women to be offensive or intrusive? Or is the advertisement simply a depiction of a harmless prank?