サムスンTVCMが海外で思わぬ性差別問題に発展! 「失望した」「もう買わない」

サムスンが5月14日に公開した同社の最新機器「Evolution Kit」のCMが、海外で反感を買っている。


「Evolution Kit」とは、サムスンが販売するスマートテレビを新製品の機能に変えてくれる装置。同社製の古いモデルのスマートTVに接続して利用すると、最新モデルと同等の機能が利用できるようになるため、テレビを新たに購入しなくても最大4年間は最新機能を楽しめる。

そんな「Evolution Kit」のCMはこちら。

テレビの前でソファにふんぞりがえり、だらだらとチキンをほおばる夫に呆れる妻。それを見た妻は、「もし夫にEvolution Kitを装着したら...」と想像する。妻の頭の中でEvolution Kitによって進化した夫は、料理をするかたわら育児をし、片手で植木の水やりをし、食事中もシャンパンを注ぎながら片手で妻の髪にドライヤーを当て、挙げ句の果てにフルートまで奏でるなど、実にさまざまなことを超人的なスピードと効率でこなしていく。しかし食事の最後にキャンドルの立てられたケーキを食べようとし、火を吹き消すと夢が覚め――現実の夫は、チキンを手にしたままウトウト。口からこぼれた食べかすが散乱し、思わず顔をしかめてしまう妻......。

「こんな夫ならいいな~」ということを表現したかったのだろうが、CMを見た海外のネットユーザーらは、羨ましがるどころか大ブーイング。というのも、「Evolution Kit」が装着された夫は、家事から育児までこなす、たしかに"進化した夫"(Evolutionary Husband)。だが、それは「家では何もしないダメな夫」という前提があってこそ成り立つものだ。進化した夫の姿が"理想の姿"となるのは、「失礼」というわけ。CMを見た外国人たちは、

「性差別には反対」
「つまり女性は命令に従う装置と結婚したいということか?」
「女性たちも怒るべきだ。間接的に女性をバカにしているように見える」
「このCMに出てくるような性差別って大嫌い。この設定の性別を変えたら、フェミニストたちがインターネットで暴れるよ」
「女性陣よ、まあ夢見とけば? 俺らはそんなふうに行動する気はないからさ」

と不快感全開。「こんな夫、確かにいるけど...」という声もあるものの、"笑えない"、という反応が多数だ。

韓国のネットユーザーたちもそんな反応に共感しており、「男が見たら腹が立つだろうね」「好感度が下がった」などのコメントを寄せている。

サムスンのCMは時々騒動を起こす。最近では「GALAXY S4」のCMをYouTubeに公開したが、内容がiPhoneユーザーを旧世代と皮肉るものだったことから反感を買った。基本的に視聴者を炎上させてしまうのは、狙ってなのか、"素"なのか――。

参考リンク
Evolutionary Husband?(YouTube)
http://www.youtube.com/watch?feature=player_embedded&v=u9HMhSvnbmk

Introducing Samsung GALAXY S4
http://www.youtube.com/watch?v=2LHv1FPd1Ec 

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