Gams. It's slang from an era that's really before my time, but I grew up hearing the word in movies from the 30s and 40s. Refers to the legs. Particularly the legs you can see on a woman who is wearing the mid-length skirts that were worn in those days. Thus concentrating on the calves and ankles.
So here we see an example of great gams. Not to mention thighs. And the hint of a butt. I can't begin to imagine the creative brief the agency got from this client — an Australian company that makes and sells ladders — Bailey Hills. But Calves of the Month? I just love advertising that twists expectations and sexualizes/objectifies men in ways most ads would do the same to women. Of course, while it plays with expectations, and does get attention, it does also do the thing that women complain about, and in fact contributes to a mindset that makes objects of people (while trying to sell objects like ladders). BTW, if you're interested in seeing the Calves of the Month winners for July and May, take a look at the other ads.
You can see I am of two minds about the business I am in. But I am rather single minded in taking pleasure in those great gams, and a witty campaign. Too bad the website it drives you too doesn't complete the user experience. Ahem.
Oh, and for the record, in my books there are few men hotter than GAMs with great gams. Now I could could only meet one who's marriage-minded in my direction. (Talk about specializing in two kind of objectification at once!)
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