“Honorable” Mention: Dove: Men + Care – This one got edged (barely) out of the misogyny top 5 because instead of going full-on essentialist it acknowledges that guys suffer from being socialized not to show the “sensitive side.” But you’ve still got the man saving the family from a bad tire while his ungrateful wife waits in the car – and the general “Life is harder cause you’re a man, but you triumph cause you’re a man” shtick.
#5: Dockers: Men Without Pants – What’s become of our society? If the men don’t “wear the pants” are we doomed to wander the fields forever? Have the trappings of modern civilization collapsed because of insufficiently dominant men, or have they just been abandoned?
#4: Mars’ Snickers: You’re Not You When You’re Hungry – Hunger makes young men play sports like old women. Get it?
#3: Bridgestone: Your Tires or Your Life – This time the wife gets thrown out of the car as bad-guy-bait so our protagonist can save his tires. “Man’s best friend” etc.
#2: FloTV: Injury Report – Like the pantless guys in the field, without the subtlety. A man who fails to boss his woman around enough might as well be wounded, or a woman (same thing?). Like the Moynihan Report, just less racist and more homophobic.
#1: Chrysler: Dodge Charger – The most interesting thing about this one is the way, like the Fight Club guy, it grafts a free spirit anti-corporate message onto a macho anti-woman one. Your wife is another boss, women crush men’s spirits etc. And don’t you want your wife to be civil to your mother?