Tag Archive: MeToo


“Did the (Dodge Ram) company really just use Dr. King’s words about the value of service to sell trucks?”New York Times, February 5, 2017

The unfortunate answer was … “Yes.”

Did somebody … anybody … at Chrysler suggest that its Super Bowl LII advertisement shown to 103.4 million viewers (Nielsen Ratings) may not be the best idea? One would hope the executive management at Chrysler is not exclusively composed of yes men and yes women.

If a viewer watching next Sunday’s Super Bowl LIII advertisements takes a sip of tequila every time a cause marketing spot comes across the screen, would that person be smashed by half time?

Based upon last year’s Super Bowl and the trend so far this year, Almost DailyBrett will take the over.

Even weighing Chrysler’s public relations/marketing disaster last February, it seems the trend toward questionable cause-marketing advertising is growing, not subsiding.

Razor Blades and #MeToo?

“Razor blade commercials aren’t supposed to make national headlines, but these aren’t ordinary times. Last week’s Gillette commercial playing on the #MeToo movement became the latest piece of corporate messaging to berate and belittle men.” – Karol Markowicz, New York Post

For Almost DailyBrett, it seems the growing use of cause-marketing advertising with predictable somber music and societal images are mostly lame corporate attempts to attach product brands to a public policy push or cultural icon.

The question remains: Are cause marketing advertising practitioners, who recommend paying $5.1-$5.3 million per 30-second Super Bowl LIII spots to their corporate clients, playing with fire works in the forest with a company’s hard-earned reputation and brand?

Consider Nike’s cause marketing folly of tying its “Swoosh” athletic apparel to Colin Kaepernick, who in many quarters is persona non grata for taking a knee on the flag, the Star Spangled Banner and America.

Is Colin playing in the Super Bowl next week? Will he ever play again? Almost DailyBrett will take the under.

We all know that Chrysler was burned big time for attempting to link the words of the late Dr. Martin Luther King’s sermons to the sale of Dodge Ram trucks.

Who thought this poor taste linkage was a good idea?

Ditto for Gillette tying razor blades to the #MeToo movement or Nike taking a knee on Old Glory.

Almost DailyBrett must ask: Were the ads submitted to focus groups (qualitative research)? What was the input of in-depth interviews from African-American respondents (Dodge), women (Gillette) and veterans and their families (Nike)? Was any random quantitative research conducted to validate or contradict the focus group reactions?

Tying the sale of muscle trucks by a publicly traded company to the words, works and deeds of a renowned assassinated civil rights leader/legend sounds risky at best.

The national response to boorish men continues to this day. Is Gillette taking a stand against the #MeToo movement? Hope not.

Does Nike management have a problem with the Star Spangled Banner?

Infamous Or Notorious Brand?

Defenders of dubious cause marketing ads, which draw justified rebukes, will predictably respond that millions of viewers now identify with the (tarnished) brand/product. They will piously state that nothing is worse than spending $5 million-plus for a 30-second spot and the viewers don’t remember the sponsor of the advertisement. Okay, but …

Your author is not carte blanche taking aim against all cause marketing ads.

For example, Verizon cleverly tied its wireless services to first responders running toward the flood, the fire, the earthquake … ensuring they receive the urgent call for their life-and-depth services.

What are Almost DailyBrett’s rules for cause marketing spots, whether or not they are intended for the Super Bowl of Advertising?

  • Appreciate that tribalism is rampant in America, and the warring camps simply do not care, let alone in many cases tolerate each other. Avoid taking sides (e.g., Nike). The predominant views in your locale (e.g., Beaverton, Oregon) are most likely not a reflection of the country as a whole.
  • Contemplate that movements are based upon redressing grievances. They have leaders. They have organizations. They have a determined cause. Don’t try to hijack a movement to sell your products (e.g., Gillette).
  • Invest in qualitative (i.e., focus groups, in-depth interviews) and random quantitative research (e.g. surveys). Don’t prejudge the results. If the respondents essentially question or even revolt against the proposed ad … don’t argue, don’t rationalize … drop it (e.g., Dodge Ram).
  • Embrace honesty with company management about the possible repercussions in terms of reputation, brand, sales, stock price, market capitalization, P/E ratio.
  • Consider that viewers are smarter than you think. They may not respond kindly to clumsy ads that attempt to sell trucks with the words of a slain civil rights leader. How about using puppies or horses to sell beer (just as long as no animals were injured making the ad)?
  • Know that cause marketing is overdone, and is almost becoming cliché. That statement does not preclude cleverly tying a relevant product (wireless communication) to first-responders (e.g., Verizon).

And most of all, follow the Almost DailyBrett Golden Rule: When in doubt, throw it out.

https://www.boston.com/sports/super-bowl/2019/01/24/super-bowl-ad-prices

https://almostdailybrett.wordpress.com/2018/09/04/nike-takes-a-knee/

.http://superbowl-ads.com/cost-of-super-bowl-advertising-breakdown-by-year/

https://adage.com/article/super-bowl/2019-superbowl-liii-ad-chart/315605/

https://www.nytimes.com/2018/02/05/business/media/mlk-commercial-ram-dodge.html

https://nypost.com/2018/02/04/dodge-ram-under-fire-for-using-mlk-speech-in-super-bowl-ad/

https://www.washingtonpost.com/news/arts-and-entertainment/wp/2018/02/05/its-been-a-tough-year-america-these-7-super-bowl-commercials-tried-to-give-us-hope/?utm_term=.3dc3a75c7cc3

“No one will ever win the battle of the sexes; there’s too much fraternizing with the enemy.” – Henry Kissinger

To Almost DailyBrett, it seems that “too much fraternizing” has resulted in way-too-much trouble for way-too-many men and has spawned (no pun intended) a global movement: #MeToo.

Should your author apologize when he dares to admit that he is indeed stricken with the Y-Chromosome?

More to the point: Are men born guilty?

Do the adjectives “creepy” and “pervy” always modify the nouns, “man,” “men” and “male(s)”?

The Genesis for this blog goes far beyond the litany of once successful men, who are now-and-forever relegated to the sidelines of life. Did their actual/alleged “fraternizing” maybe or actually go too far to be dubbed sexual assault/harassment?

Reportedly, the foibles of men originate from the Garden of Eden to 20th Century high school/college activities right up to the present day.

John Wayne’s “A man is going to do what a man is going to do” or “Boys will be boys” has been ushered into oblivion. Responsibility and accountability should reign for everyone.

Far too many women have experienced/suffered boorish (and at times criminal) behavior by way too many men. The #MeToo movement is predicated on a basis of hurt and pain for literally millions of women.

Even though Almost DailyBrett can state with impunity the vast majority of men are not saintly and pure – even Jimmy Carter “lusted in his heart” on the hallowed pages of Playboy – they are not automatically guilty because they came into the world as baby boys.

Not every male is the “Midnight Rambler.” It just may seem that way listening to the 24-7-365 talking heads on the partisan networks.

And yet if it always seems to come down to “he said/she said.” Your author will always take the “over” for the female of the species. Men can have their careers ruined based upon a charge whether the allegations are true or not.

Remember Rolling Stone Magazine’s December 2014 report on the rape culture, targeting University of Virginia’s Phil Kappa Psi fraternity. The only problem with the story, it was determined to be 100 percent untrue. “A Rape On Campus” was fake news before “Fake News” became in vogue.

For the university and the fraternity, the damage has been done. Forget about due process.

Does it suck to be a male?

“I Don’t Hate White Men … “

“I don’t hate white men. Actually, I’m so personally and emotionally invested in changing the culture of toxic masculinity that we made a little white man of our own.” – Former Grad School Classmate

Almost DailyBrett’s graduate school classmate actually does not hate white men … Ahhh, that’s refreshing.

Congrats on attempting to raise a “little white man of your own.” Hopefully, you can relate to scores of other mothers, who tried to tame these testosterone infested/infected creatures.

Maybe, you will understand the agrarian-turned-industrial-turned-service economy is working against men. Can you assist in educating these tadpoles to be successful gentlemen of the 21st Century?

Even though men have a plethora of issues, contributing to a culture of toxic masculinity, one must admit that men play an un poquito role in promulgating the human race through the provision of essential nutrients.

Pointing to the obvious: Many men are faithful, bring home the bacon, help raise children and assist in building our society. Yes, these hombres do indeed exist.

And yet, if they are charged … If an accusation is leveled … If they become collateral damage in a political fight, their worlds will change for the worse in mere digital nanoseconds.

When popular media discuss a “gender gap,” the term is automatically assessed as to only include the gulf between women and men. What about the other way around? Irrelevant?

Not so fast. According to national 2016 general election exit surveys, Hillary Clinton won the women’s vote, 54-41 percent, a 13 percent margin. Game, set match?

Oops, men favored Donald Trump over Hillary, 52-41 percent, an 11 percent margin. Misogyny?

Wait: White women voted for Trump over Hillary, 52-41 percent.

Maybe, the issue as noted by University of Virginia Political Science Professor Larry Sabato was the presence on the ballot of a “particular woman” with a ton of baggage.

The 2016 result does not preclude a women someday serving as America’s chief of state (see Teresa May in Britain and Angela Merkel im Deutschland).

Almost DailyBrett must reinforce here and now that an undefined number of bad Herren have inflicted pain and suffering on more women than those who actually courageously reported these transgressions.

Each and every case is inexcusable.

And yet to mothers raising male babies, toddlers, kids, teenagers, young men, these males are not guilty by birth. Agree?

The automatic presumption of guilt is never fair. America is governed by the Rule of Law. That basic precept applies to everyone, including those with testosterone coarsening through their bodies.

https://www.brainyquote.com/quotes/henry_kissinger_105144

https://www.psychologytoday.com/us/blog/culture-mind-and-brain/201802/the-real-problem-toxic-masculinity

https://almostdailybrett.wordpress.com/2017/12/19/not-all-men-are-creeps/

https://almostdailybrett.wordpress.com/2016/11/07/millions-of-active-women-supporting-millions-of-idle-men/

https://almostdailybrett.wordpress.com/2018/04/15/deadbeat-boyfriends/

https://almostdailybrett.wordpress.com/2014/12/20/impact-journalism/

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