There is a science to picking your battles. Pick the wrong battle and exhaust yourself, fighting valiantly for a cause unworthy of the effort. But pick the right battle, and the enthusiasm you extend for it will, in the end, reward your resolve.
Recent advertisements for Ned's Book Store have come under fire from the MSU Women's Council for objectifying women. In the television ad, two men walking down the street get a case of whiplash when two pretty women walk by them, causing the two men to high-five for some reason.
Then, after slipping on a banana peel planted by Ned's mischievous gorilla mascot - an employee disguised in, well, a gorilla suit - the two men who ogled the young lady are roused back to consciousness inside Ned's donning MSU gear and textbooks.
A scene that rips off "Dude, Where's My Car?" ensues, and the tw?o men leave Ned's Book Store thanking the gorilla, which is flanked by co-eds, presumably for knocking them cold via his banana peel. All seems right in the world that is Ned's Book Store.
We swear, we did not make that up. If you haven't seen it, that is an actual commercial that people worked hard on, and which we can only assume required a handful of people to approve of. Several people decided "Yes, the one with the gorilla and the two dudes and the Ashton Kutcher reference IS, in fact, a good idea."
For objectifying women - which the commercial clearly does - the Women's Council denounces it. Unlike the honchos at Ned's, the council decided it was sexist, demeaning and a step backward for the cause of gender equality.
But while is had to take effort to understand why such an inane commercial was put on the airwaves, the decision to boycott a bookstore based on such a ridiculous, sophomoric advertisement is even more surprising.
The MSU Women's Council does admirable, commendable work for women's rights. Sexism is undoubtedly a serious issue that still faces this nation and university, and the objectification of women happens on a daily basis. But this is not the battle to pick for the cause.
To anyone who has seen Ned's commercials or is familiar with past ones, the ad in question is seemingly on par with the rest. Incisive wit and biting social banter is not the bread and butter of Ned's Book Store's commercials. Consistent with the current ad that has stirred controversy, most of the commercials rely on the gorilla costume.
In such a media-intensive marketplace that routinely objectifies women in beer commercials and anything on MTV, VH1 or E! Entertainment - just to name a few - the Women's Council should have done a better job of extending its energy and the group's name to such a frivolous advertisement, which is on the same level as a construction worker's stereotypical whistle at an attractive pedestrian.
Be proud of your work and of your name, Women's Council, and don't be discouraged by picking the wrong battle this time. In the case of Ned's Book Store and its immature ads, though, we can only remain hopeful it'll put some more thought into its commercials.
