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Gillette CEO Says Backlash to ‘Toxic Masculinity’ Ad a “Price Worth Paying” Despite $8 Billion Writedown

Get woke, go broke. Stay woke.

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Gillette CEO Gary Coombe said the backlash to the company’s infamous ‘toxic masculinity’ ad was a “price worth paying” despite Procter & Gamble taking $8 billion writedown on its Gillette shaving business.

As we previously reported, despite performing well in other areas, Procter & Gamble reported a net loss of $5.24 billion thanks to the $8 billion Gillette writedown.

This led many to assert that the company was being punished by consumers for an ad earlier this year that took on ‘toxic masculinity’ by pandering to the #MeToo movement and suggested men need to be taught to not sexually harass women.

However, Coombe is not fazed by the backlash, telling Marketing Week that the commercial was a justifiable effort to capture a declining market share from millennials thanks to competition from Harry’s and Dollar Shave Club.

“It was pretty stark: we were losing share, we were losing awareness and penetration, and something had to be done,” he said, adding the company decided to “take a chance in an emotionally-charged way.”

Coombe said that the intensity of the backlash surprised him but that it was still a “price worth paying.”

“I don’t enjoy that some people were offended by the film and upset at the brand as a consequence,” said Coombe. “That’s not nice and goes against every ounce of training I’ve had in this industry over a third of a century. But I am absolutely of the view now that for the majority of people to fall more deeply in love with today’s brands you have to risk upsetting a small minority and that’s what we’ve done.”

One wonders how small this “minority” was given the $8 billion writedown.

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clownworld

School Superintendent Says White People Must ‘Rewire Their Brains’ to Stop Being Racist

Social engineering will help.

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A Massachusetts school superintendent says that white people will have to ‘rewire their brains’ in order to stop being racist.

Pittsfield Public Schools chief Jason McCandless (who is white as the driven snow) made the comment in the context of his district introducing black history courses this fall.

Asserting that white people had benefited from a corrupt system that “oppresses black individuals,” McCandless said the only way to make amends was to “rewire our brains.”

He suggested that President Trump’s rhetoric made the courses more vital than ever, accusing Trump of “(preaching) hate on a daily basis … which is utterly unacceptable.”

Pittsfield is over 63 percent white and 11 percent African-American. Less than 10 percent of the city’s population are registered Republicans.

McCandless expressed his hope that African-American history courses would eventually become a graduation requirement.

Because there’s no better way to organically change people’s perceptions than forcing them to learn a particular dogma.

That doesn’t sound like social engineering at all.

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Former FBI Official: ‘Trump Supporters Are Like Terrorists’

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Steve Watson

“If you call Trump followers racist en masse, they simply coalesce around each other”

Former FBI official turned MSNBC analyst Frank Figliuzzi, who sees Hitler in everything Trump does, stated on a live broadcast this week that Trump supporters are a lot like terrorists rallying around a figurehead.

The former Assistant Director for Counterintelligence at the FBI, was discussing racism (shocker) with MSNBC host Chris Jansing, when the pair suggested that it would be a good idea for Democrats to keep accusing Trump supporters of being racist.

Jansing spewed:

“I think one of the things, Frank Figliuzzi, is that this president has always, from anyone who was around him, Anthony Scaramucci knows this as well as anybody else, demanded this blind loyalty, right? ‘I say it, it must be so. Or even if you don’t think it’s so, you don’t criticize me for it.’”

And Figliuzzi responded:

“Well, this is why it’s so important to look through the lens of radicalization when you look at this president and then apply counterradicalization techniques. Because you’re right, attacking his followers is going to be counterproductive. He demands that loyalty, and they are loyal. So if you call Trump followers racist en masse, they simply coalesce around each other and become even more defensive and protective of the leader, just as they would in, say, a terrorist organization …”

That was enough to get the attention of Fox News analyst Dan Bongino, who said “I can’t believe this guy is still allowed on the air.”

“MSNBC is willing to put complete lunatics on the air who will say absolutely anything at any time, as long as it makes Trump look bad,” he added.

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Volkswagen Commercial Banned in UK Because it Shows Woman Caring For a Baby

“The ad presented gender stereotypes in way that was likely to cause harm.”

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A Volkswagen commercial has been banned in the UK for violating “gender stereotypes” because it showed a woman caring for a baby.

Yes, really.

The ad shows a scene of a woman and a man in a tent on a cliff face, two male astronauts floating in a spaceship and a male para-athlete with a prosthetic leg doing the long jump.

At the end of the clip, a woman is seen sat on a bench next to a pram.

The commercial was banned by the UK Advertising Standard Authority (ASA) after just three people complained, with the ASA asserting that it violated gender stereotyping rules.

“By juxtaposing images of men in extraordinary environments and carrying out adventurous activities with women who appeared passive or engaged in a stereotypical care-giving role, we considered that the ad directly contrasted stereotypical male and female roles and characteristics in a manner that gave the impression that they were exclusively associated with one gender,” said the ASA. “We concluded that the ad presented gender stereotypes in way that was likely to cause harm and therefore breached the Code.”

Volkswagen tried to explain the meaning behind the ad, but it was to no avail.

“The core message of the ad was centred on the ability of the human spirit to adapt to challenges and change brought about by circumstances. They illustrated that through a number of different scenarios featuring various characters so that as diverse an audience as possible would be able to identify with the message.”

“They included the final scene of the woman in the park as a relatable example of adaptation to change, as they believed that welcoming a newborn into the family was a life changing experience that would be shared by many viewers, regardless of gender. The scene served a secondary purpose of illustrating the reduction of engine noise in an electric vehicle.”

Meanwhile, ads that reinforce negative gender stereotypes about men are still perfectly fine.

Ads showing an attractive woman in a bikini are banned on the London Underground, but ads promoting the homophobic country of Brunei which stones gay people to death are also fine.

The ASA also banned an ad featuring a sexy female mechanic after a single complaint because it could cause “offense” and was sexually suggestive.

So ads showing woman engaged in typically feminine roles are forbidden and ads showing women engaged in typically masculine roles are forbidden.

Clown world.

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