As I tweeted earlier this day, I believe this ad sold exactly zero Snapper Mowers:
I saw it in the office today, sound off; I was compelled to find it online because the women did this fist-bump / finger-flutter thing that made me want to throw a spanner through the set. Then, of course, they arm-wrestle, with a little callback to the “We Can Do It!” WW2 Rosie the Riveter poster. Meanwhile, the men drive around like passive dorks, looking like they're on trikes with motors. I hope there's ice cream afterwards!
Obvious, tiresome, humorless point: the ad would be unacceptable if the roles were reversed. Boring, equally obvious observation: the ad is supposed to be Clever because women don’t talk like this, but of course if the ad suggested in any way that women really don’t talk like this it would be doubleplus ungood. In a just world of gender equality, they would! In fact they do already, but society conspires to shame them if they do. And so on.
The real question is this: what sort of company looks at this ad, considers its target market, and thinks: yeah, that’ll work. Is it possible the real intent of the ad is to make it okay for men to buy a Snapper mower, because his spouse saw the ad and has a positive opinion of the product because the ads were all girrrl-powery and such?
(BTW, they found the woman who posed for the Rosie the Riveter poster. Her name was Geraldine Hoff Doyle. She did indeed work in a defense plant, but as her wikipedia bio notes: "Because she was a cello player, Hoff feared a hand injury from the metal pressing machines and soon left the factory.")
Before anyone gets up in my grill, as I never say, and suggests I have issues with strong women: you should meet my dynamo wife, who has an adamantine spine and a legal mind that makes a leg-hold trap look like a paperclip. It’s not about strong women. I’s about the advertising culture’s belief that expressions of female strength need to be accompanied by milquetoast simpletons, and that men will look at that and think “I’m lame! Dude, you totally nailed it.”