Bruce Dowbiggin
The Low Art Of Selling The Great Reset

“A-B-C. A-Always, B-Be, C-Closing. Always be closing, always be closing.” —Glengarry Glen Ross
Remember back in the Don Draper past when commercials actually talked about the product they were selling? Soap that cleaned clothes better. Cars that used less fuel. Toothpaste that whitened better. The idea was for you to buy the product based on its merits.
Yeah. Those days are done. Instead of hawking mattresses or dishwashers the current advertisements are progressive parables on the Great Reset from craven corporations. A passing review of the commercials now on TV or online seems more like a symposium on white privilege or gender insensitivity beloved by Canada’s prime minister and his Stepford cabinet.
Even when they dabble in the product they’re supposed to be selling, the commercials’ overarching message is how enlightened the advertiser is and how base you— white middle-class consumer— are. If you also intuit that there’s a product behind the sales pitch, so much the better for the advertiser. But it’s no longer the salient point. They’re enlightened. You’re not.
A perfect illustration of the Woke makeover is the sudden enthusiasm in commercials for mixed-race or gay couples. Those living in a real world had seen and accepted mixed-race couplings for some time. Gay couples have been common in society for over a decade. Millennials and younger cohorts see it as normal. No big whoop.
But until about two years ago advertisers still viewed these unions as verboten in their product advertising. It was a third rail. Mom and Pop must be seen as heteronormative.
Then, as if a memo had suddenly been issued (or Joe Biden elected), the dynamic changed for every advertiser. Virtually every couple portrayed by corporate outfits suddenly represented the new nuclear equation of biracial, gay or bisexual. Whether selling bank services or car floor mats, mixed-race couples now represent a disproportionate percentage of the couples pictured in the commercials.
Likewise, white characters in commercials or culture are now universally portrayed as dullards and foils for the new professional class to sneer at. They stumble, they bumble, they can’t match the intellectual power of the new anointed class. White men are the new punchline, saturated by colonial guilt. Why now? Because it can be weaponized against The Other.
If it all weren’t so obvious it might be amusing to see corporate culture pretzel itself in the service of the praetorian guard of Wokeness. As it is, it’s simply insulting to believe that their customers would not view such sudden transparent virtue signalling as cynical or go unnoticed in the market.
By the same standard, transcendent visible minorities are also suddenly chic in comedies/ dramas churned out by Hollywood. For just one example, historic white character Ruth Lockwood— a PBS producer in the new HBO series The French Chef about Julia Child— was made black so the show’s progressive producers could highlight racial prejudice in the 1960s. That’s half a century ago.
A gay James Beard also takes Child on an invented visit to a San Francisco drag bar for more moralizing about cisgendered LGBTQI tyranny. “It could have happened, but we don’t know if it necessarily did,” says Julia creator and writer Daniel Goldfarb.
Don’t forget the tortured attempts at progressive racial re-balancing in recent productions such as Bridgerton or Great Expectations that re-arrange the racial deck chairs of the 18th century. If Alec Guinness playing an Arab sheik in Lawrence of Arabia was insulting then why is Golda Ruchevel playing Queen Charlotte in Bridgerton not just as insulting to history?
Barack Obama insisted that equal representation in society should be a goal: but that would mean just 12 percent black actors or presenters (the true percentage of blacks in America) or 3 percent of LGBTQ characters (their U.S. census figure) or 0.1 percent of trans people represented. Yet a visiting Martian would conclude from today’s commercial output that each group had a far greater slice of the population pile in North America.
When questioned on this enforced shape-shifting of history and culture the Left insists that anyone pointing out the obvious is a Qanon agent or a Jim Crow recidivist. The Taylor Lorenz pep squad then buries the offending questioner on social media. How dare they diverge from the script? Don’t you know queer and non-binary now represent the majority in young people?
Rich Hollywood elites’ next virtue display is headed into Green Think on screens. Agitprop groups have told producers they are not pumping out enough global-warming propaganda. “Researchers checked for references to 36 key words and phrases including “climate change,” “fracking” and “global warming” in TV episodes and movies released in the U.S. market… Only a sliver of screen fiction, 2.8 perhaps, refers to climate change-related words, according to a study of 37,453 film and TV scripts from 2016-20 that is the basis for the climate guide, AP reports.”
So they created a “playbook” for how to embed global warming themes and messages in films and commercials.
Sadly for progressive casting departments, the radical executives at Disney blew any chance at the new representation being called organic. In a recent video chat corporate president Karey Burke supported having “many, many, many LGBTQIA characters in our stories” and wanting a minimum of 50 percent of characters to be LGBTQIA and racial minorities.
Disney executive producer Latoya Raveneau bragged about her “not-at-all-secret gay agenda” and gushed that “where ever I could I was adding queerness… no one would try to stop me.” Until they bumped into Ron DeSantis they didn’t.
So brace yourself for Gaia signalling as the next frontier when the 2024 electric car models roll out. The Woke movement understands that they don’t need you to like them. They only need to convince you that the present system is dysfunctional. The rest, as the ads show, is theatre.
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster (http://www.notthepublicbroadcaster.com). The best-selling author was nominated for the BBN Business Book award of 2020 for Personal Account with Tony Comper. A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s also a regular contributor to Sirius XM Canada Talks Ch. 167. His new book with his son Evan Inexact Science: The Six Most Compelling Draft Years In NHL History is now available on http://brucedowbigginbooks.ca/book-personalaccount.aspx
Bruce Dowbiggin
The High Cost Of Baseball Parity: Who Needs It?

This week we are heading over to Roger Dean Stadium in Jupiter, Florida, to see how MLB is getting along with its new ABS system for calling balls and strikes. According to our source at MLB the challenge system is being readily accepted by fans. If it goes as well as the time clock and catchers callig pitches elctronically it will be welcome.
In planning for seeing a game we had a choice between seeing the homestanding Miami Marlins or St. Louis Cardinals, who share the stadium in the spring. Our 16th-row seats for the Marlins/ Washington Nationals game are US $16 each. Had we chosen a Cardinals game versus Washington the next day that same seat would cost US $79.
That, ladies and gentlemen, is called dynamic pricing. The unloved Marlins can’t draw flies. The Cardinals— even a bad Cardinals team— are still a big draw. The gap between the two realities is growing fast. Leading many to say, What about parity?
As we wrote in December of last year, “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 anymore 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 our 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 demanding changes. 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 Expos draftee 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.
Bruce Dowbiggin
Canada’s Liberals: Looking For A Place To Picnic In A Minefield

Breaking: “Mexico’s president Claudia Sheinbaum believes she will have a deal to avoid U.S. tariffs by next Tuesday. Meanwhile Canada’s PM Skippy McDoodles— he of 22 percent approval— is flying around Europe delivering billions to the Ukraine bribery-recycling mechanism and chatting with 18% approval Macron in Paris. God help Canada.”
For a party that consumes language the way Prime Minister Trudeau’s plane consumes jet fuel the ruling Liberals seem willfully— blissfully— ignorant of the meaning of the word Urgent. As in, get something done yesterday.
While Mexico seemingly recognizes the value of time in coming up with a deal by March 4 to avoid tariffs and Trump’s displeasure, viewers of the Xanax Liberal debates on Monday and Tuesday were treated to a government languorously floating down a river of polite debate, staying inside the guardrails of good taste.
The prevailing take was “we f**ed up the past decade, okay? But you know us and can depend on us to keep pandering to your romantic notions that don’t include Chinese money laundering, drug kingpins and cyber crime.” Apparently that should be enough for Canadian Boomers to flock to them like the swallows at Capistrano.
As most know by now the elders of the party disqualified two leadership candidates, Ruby Dhalla and Chandra Araya, from the debates because they couldn’t be relied upon to spare the cadaverous banker Mark Carney who famously has three different passports, a passel of corporate board seats and a halting grasp of French.

But who needs debate? The Liberals have settled on their enemy and it’s not Pierre Poilievre. It’s Donald Trump. They’re convinced themselves that targeting Beelzebub Trump, not addressing the tariff crisis, is all they need to expunge the Trudeau Follies and win a March election. Instead of engaging in serious talks (see: Danielle Smith) they’ll talk amongst themselves. The recent hockey win over over Tyrannus U.S. has apparently inspired Canadians to reward Liberals with another five years of sitting in first class while paying economy.
Emboldened 1A) candidate Chrystia Freeland, the former Finance minister and Truck Convoy caudillo, blasted Trump on Tuesday, urging Canada to join with… Denmark. “The U.S. is turning predator, and so what Canada needs to do is work closely with our democratic allies, our military allies. I would start with our Nordic partners, specifically Denmark who is also being threatened.”
Maybe she can do an anti-Trump rally at the Tivoli Gardens in Copenhagen? The problem being— for those who applauded Nazis in the Visitors Gallery— this fatuous nonsense all makes perfect sense. The capacity for denial in the Libs aging Boomer base seems inexhaustible. Currently they’re memory-holing the Rez School buried babies claims that the PM recited before the U.N.

While the social-justice Left was routed in America in 2024, Team Carney is acting as if Canada’s culture cancellation scheme still works. Meanwhile the Libs seem unaware or uncaring about South of 70— the collapse of the CDN dollar— and the hollowing-out of Canada’s GDP (the total market value of all the final goods and services produced and rendered in a specific time period).
Economist @TrevorTombe writes that it’s Code red time. “Real GDP per capita in the U.S. was 43% higher than in Canada in 2023. In 2024, I estimate this gap will widen to nearly 50% … This stunning divergence is unprecedented in modern history.’ But no sweat, Carney will print all the money Canada needs to keep diversity programs functioning.
It all mirrors the last desperate, flailing attempts by the U.S. Democrats to save their grasp on ultimate power in the 2024 election. Having used the Media Party that hid Biden’s bribery schemes to disguise the senility of Joe Biden for four years they discovered they would be wiped out by Trump in the voting. Presto change-o, they tossed the primary results, threw Biden into the dumpster, got friendly pollsters to make its look like Kamala Harris was ahead.
In the American model the DEMs still got smoked—every state voted more for Trump than 2020. Trump easily won the Electoral College. But Canada’s Libs seem assured that they can make an end run on the CPC’s big lead. Already the Media Party pollsters are showing a Lazarus-like ascent from Trudeau’s 22-percent approval to a lead in some polls and a closer call in others.
There are no Rasmussen polls as there were in the U.S., which consistently showed Trump on the road to his win. And Canada has yet to digest the full Carney record. Already his controversial record on climate and printing money has started to trip him up, as in recent revelations that he lied about his role in sending Brookfield’s head office from Canada to the U.S.
If all else fails Canada can still repatriate Wayne Gretzky. Donald Trump has made him a “free agent” again. “He’s the Greatest Canadian of them all, and I am therefore making him a ‘free agent,’ because I don’t want anyone in Canada to say anything bad about him… He supports Canada the way it is, as he should, even though it’s not nearly as good as it could be as part of the Greatest and Most Powerful Country in the World, the Good Ole’ U.S.A.!”
Besides, there are other Canadian fish for Trump to fry: “@Tablesalt13 If Donald Trump really wanted to hurt Canada he could offer (vetted) citizenship to any Canadian with an advanced degree or a sought-after skill. 40-50% of skilled Conservatives would leave… and only the socialists would remain….. This would be extinction level.” Just don’t call it urgent.
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. You can see all his books at brucedowbigginbooks.ca.
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