The woman who made up her mind
Advert opposing Scottish independence in 2014 referendum campaign / From Wikipedia, the free encyclopedia
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"The woman who made up her mind" was a political advertisement opposing Scottish independence from the United Kingdom, created by Better Together, the main group opposing independence. The advert aired on Scottish television and ran online during the 2014 referendum campaign. The two-and-a-half-minute advert consists of a monologue by a middle-aged housewife, alone in her kitchen in mid-morning. She begins by lamenting the effects of the referendum debate and her husband's passionate interest in it on her household, then considers the arguments in favour of independence. Expressing scepticism about them, she finally announces she will be voting against it as it is too much of a risk.[1]
Client | Better Together |
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Language | English |
Media | Broadcast television, Internet |
Running time | 2:40 |
Product |
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Release date(s) | 23 August 2014 |
Slogan |
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Country | Scotland |
At the time women were seen as the largest group of undecided voters and both sides were increasingly trying to win their support.[2] The advert sparked considerable backlash; it was denounced as sexist. Memes spread on social media characterising the woman as "Patronising No Lady" or "Patronising BT Lady". Some viewers, including Scottish Liberal Democrats official Sandra Grieve, claimed that the ad had persuaded them to vote for independence when they had previously been doubtful.[3]
Better Together responded that the woman's monologue was derived from actual comments made by women in focus groups it had held. When the referendum returned a wide margin against independence, the organization believed its decision to run the advert had been vindicated. Its campaign chair, Blair McDougall, noted that the advert had tested extremely well with undecided voters, beyond even the campaign's expectations.[4]