NEWSLETTER #146/ Jan. 20, 2019
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TOXIC POMPOSITY
This week's exciting episode of "Let's Take Ourselves Very, Very Seriously" is brought to you by Gillette.
Gillette -- the company that for decades gave us adoring women fawning over the smooth faces of their newly mowed heroes -- has recently discovered toxic masculinity, and produced a controversial spot decrying it.
Apparently in the rarefied air of corporate life it takes great integrity to come out against bullying, brutality and harassment. In the real world, speaking out against the obnoxious behavior of goons and ignoramuses takes about as much courage as peeling an orange.
The spot in question is the latest entry in the catalog of corporate virtue hustling (known in marketing circles as “brand purpose”) that has infected the marketing industry. Here's how it works: You identify a social evil; you adopt it as a cause; you attack it with heartfelt copy and quick cuts.
Personally, I have no use for bullies and brutes and will tolerate no excuses. I also have not much more use for corporate virtue hustlers rubbing our noses in their implied righteousness. You want to prove you’re committed to doing good in the world? Spare us your sermons and pay your fucking taxes.
The I Company
A few weeks ago a company called "WeWork" that rents temporary office space changed its name to the "We Company." I kid you not.
If that's not reason enough to hate them, the We Company is run by a prototypically obnoxious zillionaire. Apparently he's the guy who put the "I" in "We."
According to a report in The Wall Street Journal, the We Company's CEO has the pungent aroma of conflict of interest all over him. The Journal says, "WeWork’s CEO Makes Millions as Landlord to WeWork. Adam Neumann has bought properties and leased them to his co-working startup, sparking conflict of interest concerns."
What does all this have to do with advertising and marketing? Back to the joy of brand purpose. The We Company has taken brand purpose to new and thrilling levels of pomposity. They have modestly defined their purpose as...you ready?... "Elevate The World's Consciousness."
As the great Philip Marlowe once said, "The cheaper the crook, the gaudier the patter."
Fake Purge Of Fake Followers
After reports last year of huge numbers of fake followers on Instagram (it was reported that 72% of the "followers" Ritz-Carlton was paying for were fake) advertisers demanded that Instagram clean up its act.
Instagram swore up and down that it would declare war on "inauthentic" followers. Being a Facebook-owned company, one could not be blamed for assuming that by 'declare war' Instagram meant 'issue a press release.'
According to a report in The Drum this week, a study by Points North Group indicates that "Instagram's fake follower purge has had 'little effect' on fraudulent influencers." Shocked, shocked I tell you!
Get Rich Quick And Dirty
If you've been reading this thing for a while, you've read a lot about the corrupt adtech ecosystem and online ad fraud. And you've probably asked yourself, why is nobody doing anything about this?
To get some perspective on why tens of billions are being stolen annually from gullible advertisers and nothing is being done, you might want to read this good piece in the "Which-50" newsletter.
Which-50 interviewed a bunch of ad fraud specialists and reached this conclusion: "Adtech Won’t Fix Ad Fraud Because It Is Too Lucrative." The shocks just keep on comin'.
Real People, Real Bullshit
You've probably seen the spot. A group of "real people" are standing around while the Chevy guy asks them which car is more reliable. Then he surprises them by telling them that it's not Honda, or Ford, or Toyota, it's... Chevy!
Except it's not. Chevrolet agreed to pull the spot this week after other car makers filed complaints. According to Ad Age, Consumer Reports says that when it comes to reliability, Chevy comes in 23rd out of 29.
Apple CEO Blasts Data Brokers
In an opinion piece in TIME this week, Apple CEO Tim Cook continued his attack on data abuse. "Consumers shouldn’t have to tolerate another year of companies irresponsibly amassing huge user profiles, data breaches that seem out of control and the vanishing ability to control our own digital lives," Cook said.
Cook singled out data brokers. "Right now, all of these secondary markets for your information exist in a shadow economy that’s largely unchecked—out of sight of consumers, regulators and lawmakers."
Of all the Silicon Valley big shots, Cook seems to be the only one who's seriously concerned about the dangers of data abuse and the need for regulation to protect personal privacy.
Other corporations can learn a little something about "brand purpose" from Cook. Instead of marketing your virtue, go out and practice it.
Blushing
AdPulp, edited by the great David Burn, had a very nice piece referencing your humble reporter this week.
And for those cheap-ass bastards who haven't been buying my books... BadMen has been selling quite well lately without you, and a reviewer recently said about Laughing@Advertising, "Masterpiece. From the first to the last word." I only mention this in an effort to elevate your consciousness.
