When commercials like these come out, no matter how hard the company gets slammed, they mostly keep the commercial on for the length of the planned campaign. They rarely knuckle under to angry responses immediately.
They obviously know from the start that they’re going to get some push-back, and they seem okay with that.
How interesting it is, don’t you think, that when a company runs an egregiously outright racist/sexist commercial, or is caught perpetrating outmoded and offensive stereotypes, they act all surprised and “innocent”, and claim it was a “mistake” in judgement?
And yet, those ads, too, generally run for at least part of the planned campaign. They don’t disappear immediately.
I think that in both cases, the companies know exactly what they are doing, and have no illusions about the reactions they will get. It seems very unlikely that they wouldn’t: they all hire professional advertising agencies with decades of experience, and they do masses of market research before they ever book the airtime.
I think in the first instance, the company believes strongly enough in at least this much: that the bulk of their market will respond positively over the long haul to anti-racist/pro-equality messages and will associate the brand with their own core values.
It’s entirely possible that some of these ads are even less cynical than that, and that the people running these companies do, in fact, care about these issues, and are willing to publicly support them for purely ideological reasons.
It’s okay if it’s both.
The point is: they are doing it on purpose.
Which means, logically, that the companies who spend their advertising dollars on racist, anti-equality messaging also do it on purpose.
Additional Note: This, too, is part of the issue (pay attention to the presentation of both the fact and the wording of the “apology”… “some” call it offensive? That, in itself, tells you a lot right there.):