Bruce Dowbiggin
Sturm Und Drag: Bud Light Says Hold My Beer
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Another day in the death of the alpha male: Bud Light, the American beer famous for its ties to pro sports and macho men (“Less Filling/ Tastes Great”) , has debuted a promotion featuring trans influencer Dylan Mulvaney to commemorate “365 Days of Girlhood,” his first year as a woman. https://www.foxnews.com/media/bud-light-pact-trans-activist-dylan-mulvaney-helps-authentically-connect-with-audiences
In Mulvaney’s honour the company created a beer can with Mulvaney’s image as a vamping hussy. In the video Mulvaney sits in a bathtub full of Bud Light tins gushing about the honour of having a beer can with Mulvaney’s image on it. Brewer Anheuser-Busch says the campaign will “authentically connect with audiences across various demographics and passion points… This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”
Oh, well… in that case. Never mind. I mean, they gave Dylan a beer. What more do you need?
Needless to say the campaign got some negative feedback from Kid Rock. Liquor stores are rejecting shipments of Bud Light. And traditional women are not amused. “It’s disappointing to see someone making a mockery of females be applauded for it,” said competitive skateboarder Taylor Silverman.
That aside, the Mulvaney stunt is just another thumb in the eye from corporate America to its once-traditional market: sports-loving men. Under the banner of BLM icon Colin Kaepernick, radicals have re-invented brand marketing. Go Trans Go.
How will the Mulvaney campaign go over? In 2019 razor-blade maker Gillette dropped its “The best a man can get” campaign in favour of introspection about #MeToo. Seven months later, Gillette’s parent company Procter & Gamble was forced to take an $8 billion write-down for the increasingly “toxic” brand.
But much has changed since then. Joe Biden became U.S. president and the sluice gates opened for aggressive re-casting of gender and racial roles. Meritocracy died. Men competing with women in sports became accepted in officialdom. The corporate world consumed with “settler guilt” has entirely surrendered to ESG and DEI and the other acronym causes.
To offer resistance is now a one-way ticket to the cultural gulag from radicals who claim “silence is violence”. Before watching a Maple Leafs game at Scotiabank Centre in Toronto one must first absorb an endless verbal pummelling on inclusion, tolerance, diversity and permission to use the space from a laundry list of 18th century indigenous stakeholders.
Before anyone ponders this too deeply it’s best to remember that petrified corporations don’t advertise products anymore. Nor do they fixate on shareholder value. That’s so last week. Guided by their armies of high-priced gender and race consultants they now advertise attitudes and empathies. They promote virtue and inclusion. Sturm und Drag.
So when Budweiser locks labels with Dylan Mulvaney it’s not in the desire to boost sales in the tiny trans community (0.04 percent of U.S. population). No, the target market for trans-beer pitches and Gillette #MeToo lectures is the most valuable demographic in today’s politics: The audience for The View. Middle- and upper-middle class educated white liberal women. Preferably single. Politically driven to cluster around puppies and progressive values formulated by Madison Avenue in league with AOC.
Seeing Dylan Mulvaney in a bathtub vamping with his vanity beer reassures them that they are on the right team with actress Drew Barrymore, who knelt before Mulvaney on her afternoon show. That they wear the same jersey as president Biden, who fawned over Mulvaney at the White House. That they’re one with those thrilled at the February news that Mulvaney had accepted a Queerties Groundbreaker Award in Hollywood.
Messaging in this turbulent time is created to assure them who are the bad guys and who are the good guys. And that they are definitely on the side of the angels. Some might assume that their harsh treatment at the hands of Science® during the Covid Ordeal might have driven them into the arms of skeptics. The opposite has in face happened. Stockholm syndrome has created a captive class of SJW warm troopers now ready to lock down for Climate.
Lest anyone think that this demo’s power is a passing phase, take note of the attention that political fixers now pay to the bloviations of Joy Behar, Sunny Hostin and crew. It was The View’s target audience that sat out the 2016 election, allowing Trump to squeak home, and that beat Trump in 2020, where they preferred Biden’s senility over Trump’s boorishness.
In Canada, Alberta’s NDP has moved its HQ to the unfriendly confines of Calgary in preparation for the provincial election in May. The better to capture the soccer moms and social-justice gig workers away from Danielle Smith and the UPC. The success of this process will no doubt influence the federal election where the heart-throb of The View crew, Justin Trudeau, will try to ride their coattails into a fourth term as PM.
Who knows? If Justin gets another term using this formula Bud Light might even just cast a beer can in his honour. Trudeau Very Lite.
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Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. Inexact Science: The Six Most Compelling Draft Years In NHL History, his new book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via http://brucedowbigginbooks.ca/book-personalaccount.aspx
Bruce Dowbiggin
Dear Vladdy: Now, A Few Helpful Words From Vladimir Putin
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If you feel you’re lost in the No-Fun House these days you’re not alone. We already noted the disquieting sequence of events this summer, “Since Joe Biden went full Sling Blade in his debate with Donald Trump to a near-fatal assassination attempt on Trump in Pennsylvania to the Democratic Party staging a Covid-inspired coup against Biden. And now Ms. Montreal, Kamala Harris, being retro-fitted into the Dems’ nominee against Trump while her media pals hastily erase her past.”
If you believe the current polling (you shouldn’t) she’s moved from ugly Biden duckling to Obama swan in just weeks. F1 cars don’t move this fast. But when the combined weight of Hollywood and the media party are playing Wag The Dog, you shouldn’t be surprised when the Dems try to put Trump in Rikers Island jail later this month.
Here in Canada, prime minister Trudeau is busy employing Harris’ Marxist strategy. “What can be, unburdened by what has been“. Like an actor from some bad prequel, he’s harassing steel workers with the novel concept that “I’m not who you think I am”. His pollsters are hinting he’s set for a breakout from the abysmal numbers he now has versus Pierre Poilievre, aka Little Trump.
Again, the embedded forces of the Canadian media, fat with Trudeau handouts, are not to be underestimated when the federal election rolls around in late 2025. A fourth term is always possible in the Land of the Gullible. For now they await the lessons that will be learned from the 2024 presidential election stateside.
The most likely outcome in Trump v. Harris is neither side accepting defeat. (Which will play havoc with Tom Hanks’ fatuous promise to move to Canada should trump prevail.) A drawn-out debate in the U.S. Supreme Court seasoned with a garnish of Electoral College hanky-panky seems a promising scenario for Trudeau— even with Jagmeet Singh, the man long bitching from Justin’s sidecar, now severing their entente..
As we say, it’s all disturbing. What most people in the West can agree on, however, is that Vlad Putin is a bad dude. So bad that both sides of the divide insist their opponent is in the pocket of the man in the Kremlin. The Left is yet again saying Putin funnels money to Trump’s pocket while the Right insists that Putin is working the Obamites to end America’s energy hegemony.
So it comes as a surprise when Alex Ovechkin’s favourite setup man actually nails a few home truths about what is happening socially in the Excited States, Canada and there EU. As we noted in October of 2021, Mr. Baddy sat down at a conference to impart wisdom about censorship and free speech now unfolding in the West.
“Incidentally, the Bolsheviks were absolutely intolerant of other opinions, different from their own. I think this should remind you of something that is happening… (in) the 1920s, the Soviet couture Tagore came up with the so-called ‘Newspeak’, and they thought that thereby they were building a new consciousness and coming up with new values, and they went so far that we feel the consequences up until now.
“There are some monstrous things when from a very young age, you teach to children that the boy can easily become a girl and you impose on them this selection, this choice. You push the parents aside and make the child take this decisions that can destroy their lives… all of that under the banner of progress, while some people just want to do that.”
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“This is something we saw in Russia. It happened in our country before the 1917 revolution; the Bolsheviks followed the dogmas of Marx and Engels. And they also declared that they would go in to change the traditional lifestyle, the political, the economic lifestyle, as well as the very notion of morality, the basic principles for a healthy society.
They were trying to destroy age and century-long values, revisiting the relationship between the people. They were encouraging informing on one’s own beloved and families. It was hailed as the march of progress. And it was very popular across the world, and it was supported by many, as we see, it is happening right now.
It is with puzzlement that we see the practices Russia used to have and that we left behind in distant past. The fight for equality and against discrimination turns into an aggressive dogmatism on the brink of absurdity, when great authors of the past such as Shakespeare are no longer taught in schools and universities, because they announced as backward classics that did not understand the importance of gender or race.”
You go, Vlad. There is some recent grassroots pushback to uncontrolled Wokeism, but not enough. Despite the activities of Obama and others, the virtue seekers of the U.S. and Canada seem complacent in the face of such caution. As conservative critic Mark Steyn observes of the gradual U.S. decline— and that of Canada, too— “The good news is that we’re unlikely to get another decade of complacency, because, absent any serious pushback, we’re transitioning from the ‘gradually’ to the ‘suddenly’ phase.”
Which will make today’s discomfort seem like a walk in the park.
Bruce Dowbiggin @dowbboy is the publisher of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. His new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
Bruce Dowbiggin
From Deal With It: A Cruel, Senseless Fate Ends A Brilliant Career
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The tragic death of NHL star Johnny Gaudreau and his brother Matthew in a car/ bike accident last Thursday in New Jersey was sad beyond words. The pair, riding home from a rehearsal dinner for their sister’s wedding the next day, were killed by a drunk driver who’d passed on the right side of a vehicle ahead. Words fail.
The loss of the brothers reminded us that in our new book Deal With It we dealt with a key moment in Gaudreau’s NHL career when he abandoned Calgary, the only NHL team he’d known since 2014, for Columbus in a controversial decision. Here’s what we said:
“If 2017-18 had been a turning point, 2021-22 was the major breakthrough that saw Gaudreau as a HHoF legend in the making, one who could have his number someday in the rafters in Calgary… should he choose to remain there. As it was, Flames supporters who had seen the team win just one playoff series since 2004, were eager to see how high the new-look Flames could soar and if Gaudreau might finally find his playoff scoring touch. They also looked forward to a possible matchup against the Oilers who’d had to work to even make the postseason.
Against stingy Dallas goalie Jake Oettinger, the Flames had to work just to escape in seven games, with Gaudreau notching just two goals in the series. Both would be game winners as Calgary outlasted the Stars in a nailbiter. His brilliant Game 7 overtime snipe— going short-side top corner near Oetinger’s head— was his highwater mark in a flaming “C,” sending the club into their first postseason clash with the Oilers since 1991. Coach Sutter praised his little winger’s efforts, saying Gaudreau had “taken that step to perform as well in the playoffs” as in the regular season. Gaudreau’s play in the series against Dallas was not helped by indifferent play from Tkachuk, who seemed disinterested in going to the danger areas and only mixing it up physically with the underdog Stars when scrums or opportunities for face washes were provided.
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Unfortunately for the Flames, the struggles of their top line against Dallas caught up to them in a passionate showdown with McDavid and the Oilers. In Game 1, Calgary raced to a lopsided 5-1 lead before seeing McDavid bring the Oilers back to tie it at 6-6 in the third frame. Tkachuk got the last laugh on this occasion, burying the third of his three goals that ensured a ridiculous 9-6 series-opening win for Calgary. In Game 2, Calgary once again took an early lead only to watch Edmonton roar back again again. This time, the Oilers made their resurgence hold up and claimed a 5-3 win. After dropping Game 3 in concerningly easy fashion (4-1), then trailing for the bulk of Game 4, the Flames seemed to turn a corner when they came back to tie Game 5 3-3. Looking for a turning point on Edmonton ice, they instead sagged as the Oilers scored twice in the final seven minutes.
Facing elimination in Game 5, Gaudreau’s Flames toyed with fans’ emotions as they possessed the lead twice only to see Edmonton get the equalizer both times. Pushed to the brink, the gut punch of McDavid potting the winner in OT was the final touch on Calgary’s wasted chance at a deep championship run. As it turns out, it was also the early end of an era that once held so much promise. “Missed opportunities,” the Sutter lamented postgame. “It’s not being critical, that’s just true. They’re going to tell you that, too. Missed opportunities go the other way.” The subduing of Calgary’s top line (just six goals including Tkachuk’s Game 1 hatty) was a key to Edmonton’s shockingly decisive triumph, leading to the same old questions about Gaudreau. Those questions also applied to Tkachuk, with doubt cast upon building around them for playoff success. There would be little time for reflection in the offseason talent market.
Instead of Calgary entertaining trades, the options would be in Gaudreau’s hands. As the July 1 trade deadline approached, Gaudreau announced that, despite an enormous eight-year, $80M contract offer from the Flames, he would test free agency. The star winger claimed to many in private that he wanted to go home so his wife could have their baby in the USA. As such, it was believed his preferred venues were the Islanders, Devils or Flyers (closer to home and a childhood favourite team, given he grew up just across the Delaware River from Philly). Still wishing something could be worked out, Calgary management hoped against hope for a reversal of his decision to entertain other cities after the UFA market opened. But Flames fans quietly resigned themselves to losing him for nothing.
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To the shock and surprise of many, Gaudreau would go only as far as Columbus, Ohio, when it came to finding a new home. Accepting less than Calgary’s max offer to go play on a team with few real hopes of playoff contention– a ten-hour drive from the Jersey shore where he supposedly wanted to be– Gaudreau sent a missile into Flame country. The optics were terrible for the 29-year old superstar, after insisting he wanted to be near the family home on the Jersey shore. Eric Duhatschek, shortly after, summed up the stunned reaction in The Athletic, writing “The fact that it took Gaudreau so long to choose effectively sabotaged the Flames’ off-season, because it closed so many possible Plan B options to the organization. Closer to home, but not close — because if close to home was the absolute priority, then he could have picked the New Jersey Devils, who also tabled an offer. Columbus is more easily reached by private jet than Calgary, but it’s not as if he’ll be dropping into his mom’s house for dinner after a game or a practice — or getting emergency babysitting service if they need someone right this minute to help out on the home front.” Calgary’s abandonment was best summed up by CBC broadcaster Andrew Brown’s sign-off that day, “And that’s the news for now, I’ll be back here at 11, unless a news station in Columbus offers me way less money… and I’ll probably go do that.”
Gaudreau himself put a salty punctuation on dumping Calgary at his welcome presser in Columbus. “It didn’t matter where I was signing. Our decision was it was best for us not to go back to Calgary.” From America, the reaction was more sympathetic to Gaudreau. In the New York Post, Larry Brooks sneered, “The hysterical response to Johnny Gaudreau’s decision to leave millions on the table in Calgary and instead sign with Columbus was indeed just that. Players are routinely lambasted across the professional sports landscape for being greedy mercenaries. Now this one is being targeted for taking a road less traveled.”
On Barstool Sports, personality “The Rear Admiral” summed up a scathing putdown with “Hell hath no fury like Canadian media (allegedly) scorned… But when media members wail and stomp their feet because a fellow adult opts to work in a new location, well that’s a special kind of entertainment.” For Flames GM Treliving, whose contract wasn’t renewed at season’s end, there was some resignation over the hand he’d been dealt. “At the end of the day, the players make decisions,” Treliving said. “You always reflect back on how you go through a process. I feel very, very comfortable that the ownership of this organization, the management team here did everything possible to have [Tkachuk and Gaudreau] sign and stay. They chose, they didn’t want to. Not a lot you can do about that so you move forward.”
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Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. His new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
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