How Ads Got "Woke"

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Why are so many ads prepackaged with social justice causes these days? And what does it say about us? We have a lot of thoughts and feelings about this, most of which we'll unpack in this Wisecrack Edition: How Ads Got Woke.
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Written by: Amanda Scherker
Hosted by: Helen Floersh
Directed by: Michael Luxemburg
Motion Graphics by: Jackson Maher
Wisecrack Edition Title Card Design: Amanda Murphy
Editing and Additional Animation by: Andrew Nishimura
Produced by: Evan Yee
#advertising #wokeads
© 2020 Wisecrack / Omnia Media, Inc

[@ek5273]

“We live in an age when corporations pretend to care about social justice to sell products to people who pretend to hate capitalism” -Clay Routlegde

[@blank-vj1mc]

João Vilaça No, people love capitalism, and people hate socialism because we see how it’s destroyed countries around the world. And you realize the Red Scare was communism, right? Good job proving every right winger right by unknowingly conflating Socialism and Communism.

[@pizzamandhx]

@@joaovilaca1436 People don't hate capitalism. They hate being at the bottom of the heap. Social justice is a means for some to shortcut their way out from the bottom of the heap. Also, we don't embrace socialism due to red scare. We reject it because of the massive piles of corpses it leaves everywhere. Communist is offensive, and should remain that way.

[@KuLaydMahn]

It's funny, seeing people deny they hate socialism and communism (already conflated by the red scare) due to red scare propaganda and then repeat red scare propaganda as the reason they "really" hate it, while also ignoring the mountain range of corpses capitalism has created. It's funny, because I see people like this touting support for capitalism as they incessantly complain problems with our society that are directly attributable to capitalism. But surely not the specific people in this thread? THEY would never be so foolish, they're not like the others in their camp, I'll bet!

[@davidlewis6728]

@@KuLaydMahn capitalism kills people by not giving free stuff when it doesn't exist. socialism kills people by giving everyone an equal share of nothing even when stuff does exist. alternatively, corporate socialism has killed many people using both methods, but i guess that wasn't real socialism either. at least capitalism doesn't pretend to be utopian.

[@nikkity5491]

Eric Coffey don’t you love it when capitalism creates work camps and kills people because they didn’t agree with the party quo Me too I love it when capitalism leads to the Great Leap Forward and kills 60 million people I love it when capitalism leads to multiple country’s in economical failure and eventual collapse as a whole

[@Schadrach42]

I still remember a statement by one of my college econ profs, 20 years ago: "When a business advertises how wonderful they are instead of how great the product is, beware."

[@MichaelPohoreski]

Another _red flag_ is when a **company refuses to list specifications.** e.g. Bicycles omitting weight, Speakers refusing to list THD, etc.

[@jakek1735]

A great product shouldn't even need to be relentlessly advertised as such because its reputation will eventually speak for itself. You ever seen a commercial for Swiss Army Knives?

[@julianbueno699]

That statement sent shivers down my spine from how common that is nowadays

[@jan_kisan]

basically, when a business does whatever, beware. when there's a business, beware.

[@troywright359]

@@jakek1735 .....that's not how it works, the newest films and games often require heavy advertising

[@ichimaru96]

the common theme with woke ads seems to be they're all really patronising, like it acts as though it's on the same level as what it's presenting but it's actually just saying "look at how well this woman/black guy/gay couple, are doing, give them a big clap they're almost like people" it's as though they're talking about a dog learning a new trick or a baby potty training. though now i think about it all ads have that tone

[@beesechurger2927]

The goal should be equality, not celebration.

[@leandromafe]

Honestly? I think you're projecting

[@paperheartzz]

i agree, but I’m not sure how I feel about the movement to influencer advertising; The para social relationship building that has evolved to replace the elite person gap that used to run ads with famous people in it. Instead someone i watch (more than 8 times) can sell me something with terms like “are you... do you want to support us...” even though its the same technique because we don’t think its patronising... yet. Is there something better?

[@MrCreeper20k]

I think this is true but not because it is intended that way, but because even when companies support “woke” thinking, they make sure not to support the most progressive form of that thinking and instead default to the much more publicly accepted opinions to gain the benefits of the woke but avoid criticism. I think this often leads to them implying ideas that seem obvious to most, e.g (gay people are people too). That’s why we see a lot more public acceptance of gay people yet advertisers haven’t touched the idea accepting trans people with a 10ft pole because unfortunately that’s a more controversial opinion.

[@Icxtlil]

It's just the how the ads work, you talk or figure a controversial theme and there you are, someone will talk about it. If you were advertising something, isn´t that what you're looking for?

[@MarvinC18]

“Woke advertising generally supports the status quo with risk-averse corporations typically choosing to piggyback off existing social change rather than furthering it.” Exactly. The bandwagon appeal to your pockets.

[@baconknightproductions8297]

The main message I got from this was that advertisers want to sell the idea that buying something like rainbow underpants is going to help the gay movement, when in reality your just buying rainbow underpants

[@baconknightproductions8297]

The main message I got from this was that advertisers want to sell the idea that buying something like rainbow underpants is going to help the gay movement, when in reality your just buying rainbow underpants

[@17R3W]

Second thought had a great video about how, under capitalism progress only moves rate that capitalism will allow. So gay marriage, trans rights, civil rights, are all fine as along as they dont threaten capitalism. The two party system, only argues for the rate of progress under capitalism, not over the system itself.

[@lucasroote1563]

The only sponsorship ad on this one was their patreon. Well played wisecrack, well played...

[@WisecrackEDU]

Just remember, Wisecrack is a person that thinks and feels sad when you don't smash that Patreon button. Yolo?

[@lucillelovesnegan2144]

@@WisecrackEDU where is Jared I want Jared

[@lucillelovesnegan2144]

@@WisecrackEDU actually I NEED Jared

[@deathbolikusjo4325]

Lucilleloves Negan2 NEEDS HIM

[@Pensive_Scarlet]

@@WisecrackEDU Ignore the whines, Helen is fun to listen to and her sense of humor is pure gold. ;D

[@s4742]

I am from Hong Kong and I am very surprised to learn that #WokeAds is a thing in America. Advertisements of Nike, Apple, Coca Cola, and other US companies are completely different in Hong Kong, with little to no mention of #BLM or the feminist movements. They also keep SILENT on the Hong Kong Protests for freedom and democracy. I guess the Chinese market matters more than any lives for them.

[@KuroNoTenno]

What did you expect? They are just in it for the money, they don't actually care about any causes.

[@mikerage1011]

Yep and that’s why I stopped going to nba games and I don’t buy any of their products. The NBA has hit a mew low especially pro China LeBron James god forbid he lose a million or 2 god he’s a real piece of shit

[@ccsleepy8342]

The biggest problem with woke ads is how mind numbingly tone-deaf they can be in their attempt at being woke.

[@frocco7125]

Woke capitalism, baby.

[@cartaphilus242]

@@frocco7125 Ayyy what's up rocco how's my favorite Vaush commenter

[@MsDudette21]

based on their youtube uploads, most ppl arent falling for it. i think its so dumb how every company was like 'we dont stand for racism' after george floyd. LIKE NO SHIT. why the fuck woudl i think any company is racist? cmon man.

[@AC-si2uu]

Guys it's pride month we have to change our logo to a rainbow!

[@Bound4Earth]

I would say it has more to do with pretending to be woke. Take Star Wars for example, just make your any of your main characters gay or trans, but they never will because they is too on the nose and would hurt sales in other regions hence tacked onto characters no one gives a fuck about anyway.

[@williamw3501]

"It doesn't matter if your black or white, the only color that really matters is green " peter Griffin

[@glenncarver9049]

Green is not a creative color.

[@moayadqabbari]

@@glenncarver9049 *angry clock noises intensifies*

[@scarletphoenix6158]

Glenn Carver nice one 😂

[@camerontaylor7471]

Yes! The Saudi Arabian flag 🇸🇦 and the color of the USD 💵 coincidence? 🕋👨🏻‍🎓🎓☝🏻🌴🌙💵🇸🇦🌙💵🇸🇦🌙💵🇸🇦🌙☪️ I think not!

[@jakek1735]

@@glenncarver9049 Holy shit, your funny little reference actually made me reconsider the entire meaning of that line in the song

[@BigKevSexyMan]

I'm really disappointed you didn't bring up the NBA's stance on China, or how these woke brands will celebrate gay pride on their western accounts, yet stay completely silent when it comes to their branding in the middle east.

[@jonathancastillo7625]

True. It was way off when LeBron James spoke about it.

[@Lolmadeyouclick]

I think Wisecrack is too woke to criticize the middle east

[@hermannabt8361]

I don't understand the argument. Corporations follow the local laws. If the law says don't criticise the government, they won't. If the law says respect LGBQT people, they will do that.

[@marcostowers704]

I’m pretty sure they covered that in a South Park video

[@mrLuckasman]

Hermann Abt I understand that but it kinda defeats the purpose when you aren’t promoting change in areas where real oppression is taking place

[@davimelo9181]

How advertising got RAID SHADOWLEGENDS

[@SpaceLordLono]

Stella, its time to play RAID SHADOWLEGENDS, AGAIN

[@doomdoktor]

Shadowman here, Raid RAID: Sh- Shadow Leggins™ RAID AAH- available now on iOS and Android it's a totally free RPG PvP DVD for people with ADHD but don't take my word for it, here's someone from IGN, "Ehehe uuh" look how many positive reviews it has, in fact I bought another phone with my sponsorship money so I can dual wield RAID: Shallow Leagues™, "Do you guys not have phones?" "Yea-" Dozens of upgradable characters, fleshed out storyline AaAaAaAaAaAaH- wait, I just, realized this is my one opportunity to say bad stuff about Shroud, “I've watched almost every one of his videos.” He'll never hear it because he always skips my fuckin ads wait wait wait wait RAID: Shady Lemons™ but don't take my word for it here's someone from Qualcomm, "Texting‽" Mom I've been playing for two days straight and there's nothing you can do to stop me hey hey no no stop mum! Heheh look at this one, I use this champion ‘cause she has a massive co- are you playing a fucking console? Throw that in the trash, my dude! “That's my dialysis machine.” Your phone is the only dialysis machine you need giant boss fights, PvP battles, almost ten million players. Are you playing yet? AAH- get it with the code in the description and get 50k silver and a free epic champion, what a twist! There's also big plans to update the game here's road map for the next six months, alright RAID get the game SHADOW I've been Shadowman, thank you.

[@davimelo9181]

@@doomdoktor this comment is gold

[@loremipsumdolor1288]

trollvertasiment least worse advertisement

[@glenncarver9049]

More like RAIDS

[@jayman3122]

When I see an obviously woke add, I go out of my way to not buy what ever it tries to sell, and upsell their competitors.

[@eddy-nd7nh]

we all should do this

[@dande3139]

"How can we exploit this?" - Every ad agency ever

[@AC-si2uu]

Hmm...let's hire a black celebrity for our advertisement

[@Ikcatcher]

The sad fact is people still eat it up when companies say they support the newest social movement of the month

[@RRRRRRRRR33]

It's the internet in a nutshell. So much disinformation and the masses following trends like braindead robots.

[@CalebePriester]

People are cattle, it pains me to say so, but it's the truth.

[@MsDudette21]

i like the lgbt merch stuff simply cuz its nice to see them being accepted and it gives people cute stuff to wear at pride or just have around the house to show support. also cuz many countries and chik fil a goes out of their way to harm them. lgbt being accepted outside of western countries is still an issue. shoot even for some in western countries. but blm is inaccurate and runs of falsehoods.

[@antoniocobb9648]

Speak for yourself

[@GrassesOn97]

Cigarettes: making sure that everyone gets lung cancer

[@lifevest1]

can't have inequality if everyone is dead!

[@Laurell_Silentshade]

I think it was more of a realization that drugs don't discriminate at all.

[@mhawang8204]

Now history is repeating itself in e-cigarette advertising to the youth...

[@leximanning1407]

The true equal opportunists!

[@mertkocogullar6485]

Well then they need to be more affordable and accesible because of high taxes they have a paywall for nicotine consumption.

[@LandinngGear]

Surprised they didn't bring up Activision Blizzard at the end since they got a lot of flak from stating they stood with protesters in the black lives movement but had just earlier shut down a hearthstone player standing with the Hong Kong protesters

[@vic5221]

My dyslexia made me read the thumbnail as "ewok" and I was thoroughly confused.

[@jmanakajosh9354]

Star Wars lol

[@Jerome-Boateng]

Personally I would love to see more companies use Ewoks in their ads

[@themasstermwahahahah]

"So when you give to the needy, do not announce it with trumpets, as the hypocrites do in the synagogues and on the streets, to be honored by others. Truly I tell you, they have received their reward in full." Matthew 6:2

[@Codarius]

“When you reap the harvest of your land, you shall not wholly reap the corners of your field when you reap, nor shall you gather any gleaning from your harvest. You shall leave them for the poor and for the stranger: I am the LORD your God.” Leviticus 23:22

[@pussypuffs]

im not a religious person, but you got an upvote from me. there's truth everywhere, and the bible is no different. crazy how the warnings of the past haven't effected change in the future. those who don't learn from history doom everyone to repeat it and all that...

[@spiderdog07]

Yeah but if I don't post myself giving to the poor, then how are people going to know how humble I am?

[@chancellorpalpatine4035]

“This chicken tastes like absolute ass.” John 7:3

[@bkPaladin80]

"It was the best of times, it was the worst of times." ~Some book, probably.

[@exeledusprince9165]

These "woke" ads are disgusting

[@oxherder9061]

Worse, they are insidious

[@gnomechump-stiny7128]

Lol

[@exeledusprince9165]

@@gnomechump-stiny7128 I cant tell which comment you are laughing at as both are correct

[@JT044-iz1cv]

Soyboys love them

[@genieglasslamp5028]

@@JT044-iz1cv No. Corporations arnt our friends.

[@trajanfidelis1532]

Thanks [BRAND], for telling me racism is bad. Otherwise I would never have known. Stunning and brave!

[@plummye005]

"there's a way to watch our videos ad free" me: adblock? "by becoming a member of our patron"

[@QuestionEverythingButWHY]

“Too many people spend money they earned..to buy things they don't want..to impress people that they don't like.” --Will Rogers

[@hydrogenatom4624]

Don't read my username.

[@tigerfestivals5137]

@@hydrogenatom4624 fuck off

[@hydrogenatom4624]

@@tigerfestivals5137 No

[@artypyrec4186]

Just made me think of fight club

[@harrydbastard]

@@artypyrec4186 me too

[@darelljames58]

For me, Japanese ads are the best. I don't know what it is, or what is going on in the ads but I wanna buy it so bad.

[@davidlewis6728]

everything in japan is like that. the japanese market has so much competition, they wouldn't survive if they didn't make you want to buy everything.

[@BioMatic2]

@follow petitelordexx i dont think you know what that word means

[@Aztec339]

@@davidlewis6728 watch any real, news or documentary filming in Japan. They are so obsessed with looking like Americans (or some Western culture). Many dye their hair blonde, or other colors, wear rapper type or punk rock clothes.

[@davidlewis6728]

@@Aztec339 i don't see how this relates to what was said, but i am well aware of the mutual interest our countries share. japan took a lot of inspiration from the west during their industrialization period, but they still kept a good amount of their own culture intact, which gave them a unique and interesting style.

[@chicliac]

I love how this takes woke hate, and turns it against broke corporatism.

[@chicliac]

@Virtual Sky Tate Morally broke

[@chicliac]

​@Virtual Sky Tate It's a whole thing, woke vs broke, among people who talk of such topics. A bit of a word play. Related to classical virtue and vice, not exactly the same thing, a modern take if you will.

[@Mathadar]

The term "go woke, go broke" often times refers to corporations trying to bring extra support by proclaiming woke ideals for pubilicity, regardless of their own beliefs and corporate agenda.

[@chicliac]

​@@Mathadar There's only one corporate agenda, and as a publicity stunt, namely controversy stirring attention grab, it serves that agenda perfectly. Check out hbomberguy's video on the topic, sums it up pretty neatly.

[@romanski5811]

Don't you mean just capitalism? What's difference between "broke corporatism" and "capitalism"? Isn't it just merely scale much like with the words "cult" and "religion"?

[@drone124]

It is only socially acceptable once it can be commodified

[@QuestionEverythingButWHY]

“Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need.” ― Chuck Palahniuk, Fight Club

[@DMWayne-ke7fl]

-Tyler Durden.

[@ibah6]

wow so fucking profound smh

[@QuestionEverythingButWHY]

@@DMWayne-ke7fl that would be more appropriate.

[@dylanvellut]

So we need « toxic masculinity » to fight woke capitalism. Right ?

[@michelangelo5903]

lucky for me i chase 90’s shit boxes!

[@Africa893]

I'm disappointed by the lack of the American Psycho clip. You know the one.

[@Penguinmanereikel]

? Explain

[@Hayanomie]

The business card clip?

[@user-rv4wn5qk7q]

@@Hayanomie The axe one

[@evillink1]

@@Penguinmanereikel I think he means the clip where Bateman is lecturing his yuppie friends about how they have a responsibility to help the poor and make the world a better place. In the meantime the guy kills homeless people and beheads hookers.

[@NissanSkyline901]

I could be wrong, but I think they are talking about this dinner scene where Patrick brings up current social and world issues. kzbin.info/www/bejne/qIbbmIOqadBmiLs

[@phillipbell4394]

What I find so ironic about this is that one of the powerful tools in the fight for justice is the active decision not to consume in the boycott.

[@Inertia888]

When I was in my teens I was able to verbally speak out against and show my dislike for the pandering that I saw in commercials and ads directed at us but now, in my forties and with the advantage of hindsight and a fully developed brain I can tell you that those ads were striking my emotions. Even though I consciously and vocally disagreed with them, they were in fact manipulating me on a level that I was not even aware of. They were making feel. In some cases they were able to get some pretty intense emotions out of me. It didn't even matter if I agreed with them or not. By controlling my emotions like that they made sure that I would not forget about them.

[@89Dustdevil]

If something claims to be “woke” you aren’t allowed to criticize it in any way shape or form.

[@genieglasslamp5028]

Sure keep telling yourself that. What video are you watching again?

[@Codarius]

Genie #GlassLamp pretty sure that was sarcasm.

[@genieglasslamp5028]

@@Codarius Honestly who knows. I wouldn't be surprised if it wasnt.

[@jasonbelstone3427]

@@genieglasslamp5028 But thats Wisecracked. Something with a reputation.

[@tbk2010]

You can always criticize it for not being woke enough. Or not really woke in the first place, as with ads.

[@713Calm]

The way society got sucked into the business of ads will finish us off. We are already in ruin. So many are unintelligent, unambitious, and uninspired.

[@momscastle]

Social media turned people INTO brands

[@immameatpopsicle9825]

@@momscastle It always was. It's called the economy of services. Broadcast yourself, produce yourself. Influencers, youtubers, twitch streamers... well, anyone who has internet clout.

[@713Calm]

@@momscastle Absolutely correct. Plus adpocalypse and similar trends make people do the dance to what ever tune companies supply. It's all very strange and unfortunate in a way.

[@immameatpopsicle9825]

This merely a symptom. A clue of greater problem.

[@aldoushuxley5953]

I don't know if you know that show, but community made a very funny episode about that premise. (from the guy who made Rick and Morty) season 3 episode 13 Digital Exploration of Interior Design

[@MotherAce]

Bravo Wisecrack! I was so worried this was gonna do a 'Vox' or something, but it's a nuanced and fair take on the subject without being preachy. Good job!

[@grandadmiralthrawn2023]

"So, it's all a lie?" Me: "Always has been."

[@johntenezaca236]

JR: Are you woke? MM: I'm so woke I don't sleep.

[@Helge851]

You don't have the full picture. Companies actually "mess up" woke advertisements, because the following shitstorm creates more attention than a genuine woke advertisement. Your Pepsi example is actually an example of that.

[@lvd8122]

The same strategy was used with the Gillette video(something about masculinity, you can find it on KZbin)

[@Helge851]

@@lvd8122 Yes exactly, that is an even better example thank you :)

[@jasonports8517]

You should watch Hbomberguy’s video on woke brands

[@Helge851]

@@jasonports8517 I think he was actually the first person to expose me to the idea :D

[@dustin3596]

I think woke ads is more lecturing rather than "getting with the times." They are trying to push culture to swing one way as opposed to trying to adapt where culture really is today

[@17R3W]

We need to ask "are these companies credible critics?" When it comes to the state of black America, no one should listen to what Nike has to say. If Nike wanted to improve life for black Americans, they would offer their part time employees, full time (they cap their store employees at 19 hours a week) and maybe open a shoe factory in Detroit. Nike could do a lot to improve the lives of black Americans (and all Americans) but that would involve real change, and it's easier to write one guy a check and be done with it.

[@17R3W]

@Toby Thompson I call this type of thing "social justice lite/diet" or "I can't believe its NOT social justice" because it looks like social justice, but includes no real reform.

[@peterlorenzo615]

Great idea.....build a giant moat around Detroit!!!!.......kinda like Escape from New York

[@sophiejones7727]

truth is, advertising was always feeding you politics. You just didn't notice.

[@oxherder9061]

S u b l I m I n a l

[@JT044-iz1cv]

Its all politics? Always was.

[@pippip8744]

Better now it's overt. I know exactly who to boycott now.

[@slashbash1347]

Or politics was feeding us ads.

[@lukeh2556]

Oh plenty people knew. It's just more fuel for the culture war now.

[@LaurentumEclectic]

'Woke' is a kind of sleep in which you don't realise you're dreaming.

[@nathanielhellerstein5871]

So woke is the Dunning-Kruger effect in consciousness!

[@LaurentumEclectic]

@@nathanielhellerstein5871 That's a really good way of putting it.

[@9ALiTY]

It's not just Ads It's all the Media People Consume, Movies, TV shows, Video Games, Corperations to Stores, Basically everything these days is filled with misery.

[@JustCozItsMe]

These types of videos are the best ones from you all at Wisecrack. Great stuff.

[@danchase7454]

Also, if the campaign fails, they can say it wasn't because it was bad quality, poorly planned but because of the racist/sexist/etc.

[@LuisSierra42]

That Pepsi ad obviously failed because of the people that don't support BLM

[@andrei89]

It's a fail safe to avoid taking responsability. Like the gillette ad. They lost millions of dollars but blamed it on toxic masculinity.

[@andrei89]

@Toby Thompson probably, or people who dont like virtue signaling on their products.

[@henriquebraga5266]

@Toby Thompson I'll make use of Ockham's razor here and say it was because people just don't like being patronized or talked down to as if they're inherently broken.

[@petehamm896]

Society vs ads aimed at what companies think people want.

[@hydrogenatom4624]

Don't read my username.

[@GraffinGreg]

corporations know exaclty what people want and they know very well how to manipulate it or create a new version of it

[@blaatgvd]

Information density 10/10 Accuracy 9/10 Speed 9/10 Visuals 9/10 Amazing video 🙏

[@StochasticUniverse]

2:46 I remember seeing a documentary on PBS about 10 years ago that argued that all advertising for the past generation or so has been about "brand-building". There was a time, further in the past, when ads used comparatives and superlatives to brag about their products' actual qualities, as in the case of Downy fabric softener claiming to get your clothes "softer than the leading competitor" in the 1980s, for example. But starting in the 2000s, an interesting thing happened: brands started to pivot away from this. It's because their own focus-testing indicated to them that many consumers just weren't believing the superlative claims. Fabric softener is fabric softener, or so the majority of consumers thought. People didn't actually believe any longer that some fabric softeners worked appreciably better than others. Thus, attempting to argue that your particular version of the product had superior measurable qualities to the competition began to fall out of favor. In its stead, there was a rise in advertisers making sublte and indirect appeals to consumers' emotions. Many ads then began to try to position a company as sassy, fun, and smart. One of the most famous examples of this was the series of ads that Apple ran for their Mac computer line in the early-to-mid-2000s in which they tried to paint Windows as stodgy and old-fashioned and Mac as hip and cool (which never made any sense because Mac was and still is terrible for running games, with Windows being all but required for gaming, but I digress). This kind of branding worked really well for most of the past decade and was the dominant modality before the woke era began. Wokeness just happens to be the newest form of brand-building. Instead of having a hipster pitching a tangible product, now the product that's being pitched is the company's accession to a social justice agenda, as their intended way to ingratiate themselves into consumers' evidently woke hearts. Advertising has always had at its beating heart a strong awareness of what's trending among consumers and simply giving it to them, and the American people apparently no longer want snarky ads that describe the arch-competitor as uncool and your company and product as cool. Wokeness, itself, has become the coin of the realm of hipsters now, and so advertisers are attempting to brain-hack past the task of selling their actual products by just selling the company, itself, by aligning it with wokeness. This is the logical culmination of the trend begun 20 years ago of shifting away from hawking a product's qualities and instead using "brand-building" techniques to build the identity of the company that sells the product, instead. The woke stuff is just an extreme version of that, ignoring not only the product's qualities but also the essential nature of the company selling the product, instead glomming onto some social cause to convince people that the company is cool and, by extension, its products are worthy of being bought -- all without ever discussing the actual company or its products (which could, after all, be problematic in their own way). It's genius, to be honest. It allows you to build the brand in a way that is completely divorced from any inconvenient or messy facts in reality, instead weaving a fantasty of an ideal society that people crave and aligning the company with it. It's pretty much the holy grail that the brand-building school of advertising has been searching out for the past 20 years. No wonder so many companies are starting to gravitate to it.

[@ramigilneas9274]

Gillette: You can criticize men as much as you want in our ads. Also Gillette: Are you insane? Remove that part from the ad that criticizes a black man, we don’t want a shitstorm.😅

[@movieblocks9164]

They never removed anything.

[@ramigilneas9274]

MovieBlocks Productions A.K. So you didn’t see the original version?😂 The one with the black rapper.

[@Peecamarke]

@@ramigilneas9274 why would a black rapper be offensive?

[@jhinthevirtuoso4886]

@Õ_Õ Shy Guy stereotypes are based on the truth they exist for a reason.

[@ramigilneas9274]

B Black It was a representation of the stereotypical misogynistic rapper... which would totally make sense in an ad about toxic masculinity. But the rapper was black... so the ad was changed pretty much immediately, because criticizing black people in ads is haram.😂

[@spiderdog07]

It's interesting that the woke advertising leads to brinkmanship within brands. That's the problem with advertisers, when they see something work, they only look at the end result and not the root cause. So where regular Dove lotion is mostly a female brand and can lean into feminist ideology, when Gillette tries it with their mens razors, it falls on its face. Coca Cola can pull off the wholesome image of "Share a coke with someone" because people already associate Coke with Christmas and good old fashioned values. At the end of the day, I wish advertisers would move away from politics and go back to forcing memes. "I've fallen and I can't get up!"

[@tilburg8683]

I mean I don't like pandering either way, it's nice to know some brands never change and want to see the world burn because then I know to never buy their stuff again.

[@spiderdog07]

@@tilburg8683 See that's why we get woke branding. Some brands and people were criticized for not publicly supporting black lives matter and their silence was treated as antagonistic and racist. However, the you're either with us or against us mentality leads to fewer conversations and move to superficial gestures and support. Which then leads to these woke advertisements. Makes you wonder "Where's the beef?"

[@holdenmuganda97]

Komodojoe there are companies that supported the Nazis and did business with them and they are looked at critically now. So would being neutral have been better in there case? What about apartheid South Africa? How much should a company prioritize money and profits over taking a stand? Something tells me that whether they prioritize something or not depends directly on how much money they stand to make or lose from the market. Case in point. The British banned slavery before the US but during the civil war they likely would have backed the confederates because they received their cotton from them. What was more important? Moral principles of anti-slavery or the all important cotton? I think generally if it doesn’t cost too much money to be morally superior then you’ll see people take the a stand but if the cost is too high compared to letting things slide then you’ll see people take the less moral route. The US is a perfect example cause we’re the biggest and most powerful market so when we do things wrong people turn a blind eye. The real question is that how that China is reaching a similar level. How will the world react to them? Judging from the looks of things it seems like they’ll treat them like they treat us, with kid gloves.

[@ShawnRavenfire]

The worst part about this advertising is that it WORKS, not on everyone, but on enough people.

[@blu_j_1977]

McDonalds at 1:50: "We have our sign set to M for Mini, when it should be set to W for Wumbo."

[@arshsingh1984]

They've also courted entire governments like WE "charity" and the Canadian government. The organization is little more than volun-tourism

[@suhanhwang9988]

So even corporations are choosing which hill to die on just to get that sweet, sweet moolah. ... Is it bad that I feel desensitized to all this crap?

[@michaelknox3715]

Nope. Not at all. It's best to ignore it and do what makes you happy

[@mamotalemankoe3775]

None of this stuff matters, it might as well not exist. You have a good mindset, one many lack in this era.

[@depressednapoleon9745]

The problem is not that they are trying to get a message across. It's that they are trying to make people THINK they're getting a message across, despite the fact that they are actually trying to blatantly enforce the "fact" that you "should" buy their brand.

[@thomas.02]

1960s "i'd like to buy the world a coke" 2010s pepsi ad ads... ads never change

[@chooseitwisely98]

Ngl i was worried no one at wisecrack had a half decent camera

[@bingoberra18]

Ads are like trolls, ignore them and they will go away...

[@InnuendoXP]

Nah, they just keep trying to find new ways of being intrusive & exponentially increase in presence & saturation while getting even worse on quality as the advertising market self-inflates. To the point where you can't do anything or exist anywhere without constantly being sold to.

[@user-kt1st4uu9x]

@@InnuendoXP yes like south park said

[@artypyrec4186]

I have not actively paid attention to an ad in almost a year until I realized that I have been waiting 5 seconds to skip them.

[@bingoberra18]

@@artypyrec4186 Just install an ad-blocker on your computer and you wont see them. There might be better out there but I´m using one called uBlock Origin, works well. Never have to wait those 5 seconds to then skip ahead, just shows the video instantly.

[@bingoberra18]

@@InnuendoXP I dont agree. While product placement in movies is a thing, it doesnt bother me, because non-existing generic brands would just look stupid. To see someone drinking a pepsi is real life. Seeing that movie might only be possible because of the money in product placement. In other areas of my life I´m not really bothered too much either. The most actual direct advertising I see is targeted ads in my insta or fb flow. But those are usually semi-relevant for me, so its whatever. Watching TV is probably the worst thing anyone can do in this day and age, which is why ive stopped doing that like a decade ago.

[@Pxlwtch]

The subtle change in music throughout the video depending on the topic was well done.

[@LabMatt]

Two words: Silence, BRAND!

[@dustydan281]

Who would've thought that South Park's joke became reality

[@tarico4436]

Once again all the "isms" are feminism, racism, transgenderism, etc., everything but the most important one: classism.

[@ianzen]

Capitalism

[@ometta7]

Class reductionism is unproductive and can even poison the revolution before it gets started. It's important to recognize how all those "isms" intersect and sustain one another, rather than pretending as if they're irrelevant to the broader cause.

[@tarico4436]

@@ianzen Sorry, not sorry. I did not misspell classism. Read "Das Capital," then get back to me.

[@ianzen]

@@tarico4436 I didn't mean you misspelled classism. It's just another ism that pertains the video.

[@domenstrmsek5625]

@@ianzen socialism both are cencer

[@InnuendoXP]

TLDR: "SILENCE, BRAND!"

[@joshuaizly5502]

Hbomberguy did it years ago bit ok.

[@dwc1964]

I came to the comments just for this. In case anyone is interested, paste after "watch?v=" in the URL above: 06yy88tLWlg I was surprised to see the date on it is Feb 22, 2019 - just about a year and a half ago, not "years ago" - it feels like so much longer. What is time anyway? ETA: I see lots of other comments referring to Hbomberguy's "Woke Brands" video as well. I hope it leads to an uptick in new views on that video. BTW, I don't see this here video as redundant to that one - they cover slightly different subject matter, and the tone, length, and target audience are quite different. I consider them complementary, both worth watching.

[@joshuaizly5502]

@@dwc1964 my bad but even 2019 feels like a decade ago to me because of the-you-know-what

[@dwc1964]

@@joshuaizly5502 I know right? like I said, I was surprised myself when I saw the date on the video, after searching my watch history to get the URL. I think I'm starting to understand what those quantum geeks are on about time being fluid or whatever...

[@LycoLoco]

This is definitely more of Wisecrack's take on the same topic though. I love Harry Splimblyton but this is a wonderful companion video, particularly with the historic overview. HAIL SOBEK

[@LycoLoco]

@@joshuaizly5502 There's been fewer hbomberguy videos since he spent so long working on Pathologic and RBWY videos, as well. Worth the effort but time consuming to create.

[@Wandering_Nowhere]

In the UK you'll be watching your program, and the break hits with several ads in a row with nothing but black faces. Wokeness is so enriching!

[@slyanna3688]

SIMULACRA AND SIMULATION. The hyper real, come on guys you missed this opportunity. I roll my eyes at how much capitalism can sell anything, including revolutionary ideas.

[@117Ender]

Exactly that with more information more echo chambers has caused ppl to create their own hyper real of the world

[@quintessenceSL]

Also missed Žižek's discussion of cultural capitalism, how that contributes to prolonged oppression (see China), and how demanding more than what the market can provide is at the heart of the problem (which dovetails nicely with cancel culture). It's not really the ads or even capitalism per se, but the ineffectiveness of public institutions to address problems. Certainly there must be a better way to address systemic racism or whatever than the brand of cereal you buy. But as corporate power often exceeds governmental power, that is the lever available to the plebes, even if it is grifting on someone else's pain.

[@DyegoPC1995]

" [...] The dangers of woke Ads is that it dilutes the authentic political message it uses for it own monetary purposes [...] " - This episode sums up exactly what I felt frustrated about in all these stupid ads constantly barraging us. Thank you Wisecrack Team!

[@SteveCarras]

On ad-free videoes: In addition to Patreon, if you don't have the real card or tim e, you can just get AdBlock (for me, I go directly from KZbin page..it seems to be missing in desktop shortcuts).Helen..you are wonderful..

[@TheDude-ud5bd]

"Upside down and mirrored woke" My brain: Ah yes MOKE indeed

[@AvianSavara]

Nobody : Slavoj Žižek : *sniff* fucking Starbucks

[@thatRyzzle]

The ad read at the end is the best I've ever seen. Not gon' lie. Well done, Wisecrack, well done!

[@sonicbroom8522]

There is a certain group of people, who wear small hats, that are responsible for the majority of the insanity and social decay we see. But you're not allowed to say who they are.

[@QualeQualeson]

Woke. Of all the fashionable words kids throw around these days, this one has to be the most absurd. I've interacted with these "woke" people, and I can't think of anyone more insistent on being sound asleep. Advertising knows what they're doing, there's no easier target.

[@QualeQualeson]

@Gabe. If you think this is about not being used to seeing things in advertising that are controversial according to the paradigms of yesteryear, you have not understood the subject matter.

[@QualeQualeson]

@Gabe. ? There are no spelling errors in my posts.

[@mediaproductionfilms3665]

*inhales* SHUT UP BRAND!!!

[@willeaitasalo1172]

I really believe you have the most interesting points in this channel. Keep up with the good work, Mrs. Helen.

[@CecilioLanz]

I really don't know how to explain it... but the depth of field of the camera on this video looks A M A Z I N G!

[@jaybee2530]

Thanks to that Gillette ad i started shaving with a straight razor. It's so much better. 1) Less razor burn. 2) No more ingrown hairs. 3) Smoother shave. 4) A lot cheaper in the long run. 5) Feels more satisfying. Like it's some kind of ritual. 6) No plastic waste. To hell with Gillette for all i care.

[@joker1087]

Now do how they go broke

[@Agarwaen]

Your problem being.. they aren't.

[@Arendvdvenk]

@@Agarwaen look into gillette for a done example

[@Agarwaen]

@@Arendvdvenk And?

[@joker1087]

Arend and Nike 😂😂 nearly $1 billion lost

[@Agarwaen]

@@joker1087 "some business doing something I think is woke had a worse year than normal, so I'll just invent the cause".

[@YousefAHMusic]

As a professional copywriter, I love your videos on advertising! One thing that shows evidence that corporations do this BS just to sell and not cause they actually believe in it, is the fact that whenever they do a "woke" ad or branding in the US, they don't run the ads or branding it in countries where that topic is "sensitive." For example, I'm from Kuwait, and when Oreo, Burger King, and a slew of other brands did the pride ads and branding back in 2012, do you think they did any of it in Middle Eastern countries? Russia? South-eastern countries? No. Way. They're only woke or part of a movement when it's safe for the audience they're advertising it to, like what you say in the video. Think they run their feminist ads in Saudi Arabia? Hah.

[@x340x]

goddamn, Wisecrack grew some balls!

[@Arendvdvenk]

I read that with a Negan voice, you made my evening.

[@trey1531]

It's all virtue signaling. Look at X company/brand/entity! Look at us!! We are virtuous because we said so! (never mind that all we did was post on social media) We are holier than thou art!! Give us praise!!

[@genieglasslamp5028]

Good job you found the hypocrisy.

[@angelikaskoroszyn8495]

You got one thing wrong. They don't want to get praise but money Welcome to the late capitalism where everything is for sale

[@politechjunky]

Corp don't care is all performative.

[@21stCenturyDub]

Like gender then

[@jackkuehneman9300]

They just want dumb people to buy their shit. And they do

[@skx444]

There's a great hbomberguy video on this topic as well. Nice job wisecrack!

[@kendallmoore4826]

I'm struck by Helen's comment on the ambiguous relationship between social change and commerce. It reminds me of the Standard Oil gas stations in the US during the 40s and 50s; one of the only major companies to treat black motorists with respect and service.

[@blessonbeats]

Further watching: Hbomberguy on woke ads Go watch it!!

[@Kavilion]

Great recommendation

[@-Zakhiel-]

Isn't he a woke youtuber thought ? I watched some of his vids in the past and that's the impression I get from him, sardonistics comments pushed only by what he feels... that kind of vibe.

[@blessonbeats]

@@-Zakhiel- I'm personally a big fan of him and would recommend his more recent stuff if you haven't seen it. But I'm sure we can agree companies are only performing wokeness

[@-Zakhiel-]

​@@blessonbeats For sure. The problem is that there are conversations about the importance of social justice in advertisement or in the entertainement industry... wich always bothered me on several levels. First because I'm not a fan of that kind of politcal views. But secondly (and more importantly), because people who are from that political side tend to claim it's a good thing, by default... when it's clearly not. It's like if I was an anarchist and I claimed that it was a good thing that clothing brands use anarchy symbols or rebellious symbols. Fuck the system, buy our shampoo...

[@rakaipikatan8922]

TL;DR : They use memes as means for marketing, but for npc and consoomer

[@byzantiumn8564]

I think your entire approach to this was from the wrong direction but i found it very informative and well thought out. My opinion differs, but i liked yours. Well made as always!

[@marie-christineloyer9450]

You know their bullshit is working when I'm nodding passionately at everything Helen says and then tear up at even the smallest clips from all these ads I've already seen XD I am legit mad at myself hahah. Great video.

[@generalkalzodbatman6921]

Do an essay on Spongebob's philosophy or the philosophy of anime SpongeBob.

[@gamethingstuff]

Wisecrack: why are ads 'woke'? Me who watches Internet Historian just for the ads: what?

[@vbkllr]

glad helen is back in the mix lately! great video

[@grndragon7777777]

In these difficult times we must stick together so buy our stuff.

[@mateob1369]

This channel was never the same since thug notes left

[@FlimandCo]

hbomberguy did a brilliant video about this called Woke Brands, would definitely recommend anyone who enjoyed this video go check that one out too

[@-Zakhiel-]

Isn't he a kind of hypocritcal woke guy thought ? It's been a while since I watched one of his vids, but that's always the vibe I had from watching him.

[@byakka]

Zakhiel, what’s his hypocrisy? Honest question.

[@jasonports8517]

No you probably have him confused with someone else.

[@-Zakhiel-]

@@byakka Just a vibe... an impression. I watched his video about woke brands because everybody here recommanded it. Still got this impression from him. He dances around some subject, just say people who were mad about the Gilette ad were basically alt right bigot... That kind of rethoric. Oh, and cringy self-mockery jokes. Yeah, still don't really like the dude. I don't think his video on woke brands adds anything to the subject. Basically, brands want to sell.

[@victorvicente7072]

Thank you for giving a shouting out to Edward Bernays. No one knows who he is!!! I keep telling everyone it's not necessary to eat breakfast, that it was a marketing ploy to buy more bacon and eggs. Darn it, eat when you hungry.

[@Mathadar]

Hahahaha. Love that ending with the credit card for patreon advertisement. Good job as usual! Glad you brought up the torches for freedom advertisement campaign. I had read about that years ago.

[@user-ud9xc1hr3g]

"I do not want to 'free my skin'!" - hbomberguy

[@pathevermore3683]

titty robot adventure commercial

[@QuestionEverythingButWHY]

“There's an old saying in Tennessee - I know it's in Texas, probably in Tennessee - that says, fool me once, shame on - shame on you. Fool me - you can't get fooled again.” ― George W. Bush

[@movieblocks9164]

Dude stop posting all these quotes

[@QuestionEverythingButWHY]

@@movieblocks9164 sure!

[@Kavilion]

I miss him

[@enwright97]

Cop beating you up? Hand him a Pepsi it'll be alright.

[@franticranter]

activism is truly powerful when it devoids itself of corporate and social structures

[@j5545]

GET WOKE, GO BROKE.

[@Based_Proletariat]

Nazi speak

[@vendaboi8652]

@@Based_Proletariat Nike's Broke?

[@Based_Proletariat]

Nope, Nike still makes money hand over fist

[@foxleyshop2174]

How Wisecrack got boring.

[@martinyuhas929]

Commercials these days are vomit inducing. They are so offensive regarding interracial everything, LGBTQ everything and off the charts preaching.

[@memefluencerptyltd2344]

This by far the best KZbin channel ♥️