Bruce Dowbiggin
Sturm Und Drag: Bud Light Says Hold My Beer
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
Hero Or Villain: How Chrystia Freeland Wears Both Masks
“How did you go bankrupt?” Bill asked. “Two ways,” Mike said. “Gradually and then suddenly.”
This Ernest Hemingway gem from The Sun Also Rises has gotten a workout in this time of progressive economic policy. But it’s worth repeating in the case of Justin Trudeau’s Canada where the F word is fiscal. The “gradually” part of Liberal fiscal policy has now passed. Leaving the “suddenly” of $60 B deficits with no plan for recovery
You’d think that missing your deficit estimate by $40B might have cost the finance minister Chrystia Freeland her job. But no! In Trudeaupia it was the failure of Freeland to embrace even more wack-a-doodle spending plans by the prime minister and his brain trust of former groomsmen and climate acolytes. Yes, the cratering of finances is the ideal time to award a GST holiday and $250 cheques to much of the nation. It has been noticed.
You know how Canadians are always bitter that America pays no attention to Canada? (Doug Ford appeared Tuesday on @CNN which identified him as Premier of “Ontaria”.) Well, the Collapse By The Canal in Ottawa has brought much attention to the nation. Specifically, president-elect Donald Trump, the Shecky Green of presidents, has noticed the chaos. ““The Great State of Canada is stunned as the Finance Minister resigns, or was fired, from her position by Governor Justin Trudeau,” Trump wrote, using his barb that Trudeau is not a PM but a lowly governor.
Adding for good measure, that Freeland’s “behavior was totally toxic, and not at all conducive to making deals which are good for the very unhappy citizens of Canada… She will not be missed!!!” Three exclamation points if you get that far.
Certainly no-one with a memory longer than two weeks will miss the deputy PM who gleefully wiped out the personal finances and freedoms of the Freedom Convoy truckers. Or the cabinet minister who promoted a standing O in the Commons for a former Nazi soldier. Or the senior government official who demanded legal restrictions against voters shouting at her in public.
Or the feminist who stood aside while her boss Trudeau expelled an indigenous female finance minister for allowing the RCMP to investigate PMJT’s nefarious activities on behalf of his donors. Or who… never mind. Just look up Blackface.
No, the current version of Freeland is the plucky woman who was fired on a Zoom call by a man. A woman of integrity who then sent off a stinging letter of resignation in which she revealed she was being pushed aside for a Trudeau buddy Mark Carney. A fiscal warrior who resisted going $60B in the red (she was cool at $40B, however). And, BTW, could she please deliver the government’s financial statement before she’s fired?
See how it works? She’s now a victim. “She didn’t just quit. She said ‘f**k you’ to Trudeau on the way out.” This is another case of somethingvblogger Melissa Chen calls Schrödinger’s Feminist, defined as a woman who is simultaneously a victim and empowered. Until something happens and she collapses into one of either states, whichever is politically expedient for her circumstance.
Chen expands on the notion. “A major component of the angst that characterizes much of the modern dynamics between men and women today comes down to the fact that women have demanded equal rights but also wish for preferred treatment.” A week’s viewing of The View will serve to illustrate this concept.
One of The View’s textbook cases of Schrödinger’s Feminist was Kamala Harris. The treatment of the defeated Democratic Party presidential candidate was guard-railed between her brave quest to become America’s first menstruating president and, on the other side, her victim status as a woman, the unfair way she was treated. It was enough to make Joy Behar’s head spin.
Forget that everyone in the mainstream media from pollsters to networks to Hollywood stars was all-in on Kamala as a “joyful “warrior. Even though they knew she was losing they cooked the polls the whole way for her. She was a victim, the kind Hillary Clinton meant when she said all women should be believed if they’re trying to destroy Justice Kavanaugh. Or, like serial fabulist E. Jean Carroll, waiting 30 years to bankrupt Trump and disqualify him from the presidential race, with a Law & Order script. How could a woman ever invent a story about getting trapped in a change room at Bergdorf Goodman with Trump?
Oh, Kamala played the brave front as she blundered to her record defeat. (Still called “a perfect campaign” by her apologists.) But underpinning it all was her status as a woman, a woman for whom her followers on The View demanded a double standard. In the end, only the Schrödinger feminists in the Dems coalition stayed loyal to Harris, (Kamala Harris Did A Good Job!) explaining away her failure to tell the world that Joe Biden was koo-koo for Coco Puffs as her innate decency.
And so Freeland, too, is being gifted with Schrödinger’s Feminism. Having Justin Trudeau, the Trust Fund twit, as your antagonist sure helps. So does the Woke media corps now in Ottawa painting sympathetic portraits of your sacrifice. Your dubious resumé since donning Liberal colours is forgotten. You will receive the get out of jail free card .
Hell, even the leader of the opposition will give you a tongue bath. “Instead of taking responsibility, the prime minister told her that she should take all the blame,” Pierre Poilievre said. “The good old boys in the back room would protect themselves and make the then-finance minister take all the blame.” Trudeau, who rejects bankers in favour of poets, will take the fall.
Which summons up this nugget from F. Scott Fitzgerald. “Life is a comedy for those who think and a tragedy for those who feel. Show me a hero and I will write you a tragedy.”
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, 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
MLB’s Exploding Chequebook: Parity Is Now For Suckers
MLB has seen parity and proclaimed, “We don’t give a damn!” Okay, they didn’t say that. In fact they insist the opposite is true. They’re all about competition and smaller markets getting a shot at a title. But as the 2024 offseason spending shows, believe none of what you hear and half of what you see in MLB.
Here’s the skinny: Juan Soto‘s contract with the NY Mets — 15 years and guaranteeing $765 million, not a penny of which is deferred. Max Fried signed an eight-year, $218 million deal with the New York Yankees. Later, Nathan Eovaldi secured a three-year, $75 million contract to return to the Texas Rangers. Blake Snell (five years, $182 million with the Los Angeles Dodgers) and Matthew Boyd (two years, $29 million with the Chicago Cubs) added to the splurge.
There’s one more thing that stands out. MLB has no trouble with the financial big boys in New York, Los Angles, Texas, Toronto, Atlanta and Chicago shelling out money no small market dare pay. In the MLB cheap seats, Tampa, Pittsburgh and Miami can’t send out quality players fast enough. But MLB is cool with that, too, as those paupers get a healthy slice of TV money.
So yes, they’re all about talking parity with their luxury tax system. But to keep the TV, digital, betting and marketing lucre flowing they have to have large media markets swinging the heaviest bats come postseason. The question is, do MLB fans care the way they used to about parity? It says here they don’t. More want to seed best-on-best more often. Which is brutal but refreshing.
Their sister leagues, married to draconian salary cap systems, are still pushing parity, even as they expand beyond recognition. In our 2004 book Money Players, legendary Boston Bruins coach/ GM Harry Sinden noted, “The problem with teams in the league, is that there were (then) 20 teams who all think they are going to win the Stanley Cup and they all are going to share it. But only one team is going to win it. The rest are chasing a rainbow.”
And that was before the expansion Vegas Golden Knights won a Cup within five years while the third-year Seattle Kraken made a run in those same 2023 playoffs. There are currently 32 teams in the league, each chasing Sinden’s rainbow of a Stanley Cup. That means 31 cranky fan bases every year. And 31 management teams trying to avoid getting fired.
Maybe we’ve reached peak franchise level? Uh, no. Not so long as salary-capped leagues can use the dream of parity to sell more franchises. As we wrote in October of 2023, “If you believe the innuendo coming from commissioner Gary Bettman there is a steady appetite for getting a piece of the NHL operation. “The best answer I can give you is that we have continuous expressions of interest from places like Houston, Atlanta, Quebec City, Salt Lake City, but expansion isn’t on the agenda.” In the next breath Bettman was predicting that any new teams will cost “A lot, a lot.”
Deputy commissioner Bill Daly echoed Bettman’s caution about a sudden expansion but added, ”Having said that, particularly with the success of the Vegas and Seattle expansions, there are more people who want to own professional hockey teams.” Translation: If the NHL can get a billion for a new team, the heck with competitive excellence, the clock might start ticking sooner. After all, small-market Ottawa just went for $950.”
It’s not just the expansion-obsessed NHL talking more teams. MLB is looking to add franchises. Abandoned Montreal is once more getting palpitations over rumours that the league wants to return to the city that lost its Expos in 2005. Recent reports indicate that while MLB might prefer Salt Lake City and Nashville it also feels it must right the wrong left when the Expos moved to Washington DC 19 years ago.
The city needs a new ballpark to replace disastrous Olympic Stadium. They’ll also need more than Tom Brady to fund the franchise fee and operating costs. And Quebec corporate support— always transitory in the Expos years— will need to be strong. But two more MLB franchises within five years is a lock.
While the NBA is mum on going past 30 teams it has not shut the door on expansion after seeing the NHL cashing in. Neither has the cash-generating monster known as the NFL where teams currently sell for over six billion US. The NFL is eyeing Europe for its next moves.
The question that has to be asked in this is, WTF, quality of competition? The more teams in a league the lower the chances of even getting to a semifinal series let alone a championship. Fans in cities starved for a championship— the NFL’s Detroit Lions or Cleveland Browns are entering their seventh decade without a title or the Toronto Maple Leafs title-less since 1967— know how corrosive it can be.
Getting to 34, 36, maybe 40 teams makes for a short-term score for owners, but it could leave leagues with an entire strata of loser teams that no one—least of all networks, carriers and advertisers—wants to see. Generations of fans will be like Canuck supporters, going their entire lives without a championship.
In addition, as we’ve argued in our 2018 book Cap In Hand: How Salary Caps Are Killing Pro Sports and How The Free Market Can Save Them, watering down the product with a lot of teams no one wants to watch nationally or globally seems counter productive. The move away from quality toward quantity serves only the gambling industry. But since when has Gary Bettman Truly cared about quality of the product? So long as he gets to say, “We have a trade to announce” at the Draft, he’s a happy guy.
When we published Cap In Hand we proposed a system like soccer with ranked divisions using promotion and relegation to ensure competition, not parity. Most of the interviewers we spoke to were skeptical of the idea. But as MLB steams closer to economic Darwinism our proposal is looking more credible every day. Play at the level you can afford. Or just watch Ted Lasso. Your choice.
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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