Broadview Security protects the ladies from teh evil dudes

What the hell is going on with the Brinks/Broadview commercials lately? (or not so lately; this probably dates back pretty far). In the last seven months alone these types of commercials have been uploaded onto Youtube, and have been played on our t.v.'s. Each time one of them comes on I watch them with confusion, and disgust. It didn't take me long to figure out what all these scenarios have in common.







In case you can't view the videos, here's the run-down:

Mom and daughter (or just single lady) are/is alone in their / her big ass house.
There are no men in the house, illustrating a vulnerability on the part of the woman / women.
Scary man in hoodie / knit cap / rain soaked flannel shirt kicks / elbows in door.
Scary man looks scary.
Scary man is scared off by alarm after sending a threatening look at the woman / women.
Phone rings.
Woman runs and hides. Answers phone.
Mark / Tom / Rick is on the other end to ask if you / everything are / is okay/secure.
Mark / Tom / Rick sends cops.
All is well.

What they've painted here is the supposed vulnerability of women being alone in a house (a freakin nice house at that), sometimes with a daughter (note, not a son--that would ruin the vulnerability they're trying to convince the viewers of having). Then you have the predatory men. They're uber-aggressive. They break doors down with seemingly little effort. Despite this, however, it's the sound of the alarm that chases them off.

But they're not trying to be anti-man. In fact, they're elevating masculinity in an obviously familiar way. Men are supposed to provide for and protect their families, which is assumed to be his female partner and their children. There is no husband around to protect the mothers. The boyfriend has just left his girlfriend's house. They're all vulnerable. But not to fear! This security system is THE MAN when others are absent. And they will protect the precious womens from other men!

I think what makes me most uncomfortable in these ads is the sense of intrusion--these men are forcing themselves into the women's homes. The looks they shoot at the women just before they bolt are particularly frightening since it sort of hints not only of almost-theft, but almost-rape (which is also theft). But the women were safe all along. Not only do they have a blaring alarm system, there's always going to be a Mark, Tom, or Rick to call and reassure them of their safety, as well as sending the police (guess what? More men!).

Oh yeah, and they're all white women. Clearly these are the only women worth protecting (POC and other white men don't need alarms, apparently). I have a feeling that if Broadview attempts to diversify their ads, the would-be aggressive thief will be the token person of color. I challenge Broadview to prove me wrong.