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Bruce Dowbiggin

The Low Art Of Selling The Great Reset

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8 minute read

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 Award-winning Author and Broadcaster Bruce Dowbiggin's career is unmatched in Canada for its diversity and breadth of experience . He is currently the editor and publisher of Not The Public Broadcaster website and is also a contributor to SiriusXM Canada Talks. His new book Cap In Hand was released in the fall of 2018. Bruce's career has included successful stints in television, radio and print. A two-time winner of the Gemini Award as Canada's top television sports broadcaster for his work with CBC-TV, Mr. Dowbiggin is also the best-selling author of "Money Players" (finalist for the 2004 National Business Book Award) and two new books-- Ice Storm: The Rise and Fall of the Greatest Vancouver Canucks Team Ever for Greystone Press and Grant Fuhr: Portrait of a Champion for Random House. His ground-breaking investigations into the life and times of Alan Eagleson led to his selection as the winner of the Gemini for Canada's top sportscaster in 1993 and again in 1996. This work earned him the reputation as one of Canada's top investigative journalists in any field. He was a featured columnist for the Calgary Herald (1998-2009) and the Globe & Mail (2009-2013) where his incisive style and wit on sports media and business won him many readers.

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Bruce Dowbiggin

Mistrial Declared in Junior Hockey Assault Trial. What Now?

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With all the Elbows Up election idiocy you can be forgiven for missing the news this past week that the trial of five former members of the 2018 men’s gold-medal winning Team Canada hockey team was declared a mistrial just a day into the proceedings. The five have all plead not guilty.

On Friday the judge ordered a new jury be empanelled after a half day of evidence in the trial of the players who are accused of sexually assaulting a woman in a hotel room in 2018 in London, Ont. Superior Court Justice Maria Carroccia has not released the reasons she halted the trial. It comes after outrage over a civil settlement between the victim and Hockey Canada in 2020 forced authorities to pursue the criminal charges.

The graphic nature of the evidence so far promises dramatic testimony should the trial go its full length. Thoughts that one of the quintet might accept a plea deal to roll over on his former teammates— a goal of the police and prosecution— have so far been unrealized. It is expected that the victim will testify.

The low-profile start to the trial in the case is a contrast with the front-page treatment it received after excellent reporting from Katie Strang of The Athletic and Rick Westhead of TSN. At the time the charges were announced in 2024, Michael McLeod and Cal Foote were with the New Jersey Devils, Dillon Dubé was with the Calgary Flames and Carter Hart was with the Philadelphia Flyers. Alex Formenton had been signed by the Ottawa Senators but was playing in Switzerland.

The sensation was amplified by the role of Hockey Canada in the civil case, using funds to pay off the victim. Parliamentary hearings and front-page headlines added to the impact.

As we wrote in January of 2024, the hysteria encouraged the usual radicals to denigrate the national sport. “For the same reason that some think guns kill people, the toffs believe that hockey itself causes outbreaks of macho sexual behaviour. These people cheer for Sweden when it plays Canada because… Canadian hockey is just too down-market for them. Sweaty guys. Cold rinks. Meritocracy. Ick!

“We should clarify here that we mean men’s hockey. Womens’ hockey is not included in the loathing. In fact, metrosexuals from PM Justin Trudeau on down worship the wholesome new PWHL. Skippy recently gave a pep talk to the Ottawa players in their dressing room. Surprise. They lost.

“Players are married to rivals on other teams. Can you get more hip than that?  Women’s hockey is nominally about winning; the real prize is equal pay for work of equal value. And the love of the Trudeau cabinet.

“But men’s hockey, with its crude meritocracy, must be shunned at all costs. Pediatric “experts” blame its emphasis on winning for causing kids to drop out.. So when the sordid tale of a 2018 multiple-sex allegation at a golf tournament arrived it warranted a hearing in the Commons, tut-tutting editorials by the score about the over-sexed nature of teenaged young hockey stars and multiple attempts to convict someone, anyone, for the act.

“That’s why the principals eventually pursued a civil case, where rules of evidence are less stringent. A civil case that Hockey Canada quickly paid off from a suspicious slush fund to end the ordeal for everyone. How’d that work out?

”Feminists and the non-binary set howled about this, but after the storm of outrage the media cycle disappeared from the public view. The 20 or so players on the 2018 Team Canada gold medal winners graduated into the NHL, and the league, which had no power to compel testimony nor a criminal charges to rely on, let them play.

“But pressure on police over the following months finally forced criminal charges. Butter cloak of secrecy prevailed. This was highly unsatisfactory. Who was under suspicion? Who was innocent? Player agents and lawyers kept their charges from self-incrimination at all costs.

“How will it end? Will there be convictions or will deals be done? In this time where social-media truths are fungible and Woke causes are paramount no one should hazard a guess. But one thing that will get an airing is the charge that hockey created this climate of sexual permissiveness. The sport must be condemned when its participants break the law.

You think that hockey caused this? That it doesn’t happen in the world of millionaire basketball or football or baseball players? Guess again. Cleveland Browns QB DeShaun Watson faced 24 sexual assault accusations. One former NBA player had seven children by six different women. Former MLB pitcher Trevor Bauer faced sexual assault charges from an alleged assault at his home.

How about the stories of young women who, like the young women pursuing athletes, went backstage at concerts and shows for a rendezvous with a famous rock star like Steven Tyler or Axl Rose and got more than they bargained for.

Or those who tried to climb the political or corporate ladder by submitting to power figures? Hello, Kamala Harris. This case is about power, stardom, privilege and exploitation. Ugly, yes. Life-wrecking for some. But trying to pigeon-hole hockey as the unique engineer of the tragedy is ignorant and irresponsible. “

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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2025 Federal Election

Trump Has Driven Canadians Crazy. This Is How Crazy.

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“Liberalism is based on one central desire: to look cool in front of others in order to get love. Preaching tolerance makes you look cooler than saying something like, ‘Please lower my taxes.’”— Greg Gutfeld

Having lived 25 years in the West after 45+ years in the East we can now generalize on the state of the nation. In the West the attitude is to grasp the future. Not fear it. Accept risk and loss as partners. In the East the default sentiment is to fear the future. Think of every reason why it might fail.

Quebec fears losing its culture. Ontario fears losing its power. The Maritimes fear losing equalization money. Hence Danielle Smith and Doug Ford as contrasting symbols of leadership. But 2025 is something new.

Donald Trump’s unsparing assessments of modern Canada— “We don’t really want Canada to make cars for us, to put it bluntly. We want to make our own cars — and we’re now equipped to do that”— have exposed this fissure in the country. Is it him or is it us? Families and friendships are being destroyed by the response. As Canadians head to the polls it’s obvious that persuasion is not going to apply in this climate. Arguments are falling on deaf ears.

With a large segment of the population doubling down on a failed past it’s time to make an I-told-you list of the implications of letting Donald Trump scare you into voting for a re-run of the Liberal Party. Double this dread if the Liberals get a majority.

To those Boomers living off the equity in their paid-off homes, get ready to be taxed on the appreciation in your homes. While you cherish your stand-alone private residence, get ready for the neighbours to sell out to someone who will erect a six-storey, 36-unit condo on the property right next to you because “sustainable growth”.

Got someone under 50 in your life? The Carney Reflex is bad news. Adding debt and embracing the destructive Trudeau social positions is a killer for those looking to commit to a future in Canada. Should Poilievre lose the election and his seat expect a brain drain away from the failed state. And the prosperity they create to vacate as well.

To those who cherish free expression expect hate-speech laws like those in UK where police will arrest you in your homes for social-media comment hostile to the ruling Party. And even if you shut down your posts watch out for neighbours who will exploit snitch lines to get you out of the hood.

Buttressing the party line, Carney will restore CBC’s funding— and then some— to drown out any social media pointing out the indelicate facts about his Trudeau-sourced cabinet members. He’ll also keep propping up failing private media, preventing them from bankruptcy so long as they spew DEI 24/7/365.

For those who cried fake tears over the Rez school graves scandal, watch Liberals pass legislation that gives unelected leaders of indigenous communities veto power over development of Crown Lands. Expect the Liberals, trying to maintain the NDP vote they assumed this year, to resurrect the “genocide” label against Canadians and fly flags at half mast again.

If you hoped to get to the bottom of innumerable scandals on the Liberals watch— ranging from eco-theft to China infiltration— Carney will put the clamps on any inquiry. The steady stream of Canada’s wealth to third-world kleptocrats will become a flood.

To those who thought Mark Carney had cancelled the consumer carbon tax, prepare yourself to find out that he just reduced it and will come back full-throttle as soon as the Conservatives fire Pierre Poilievre. While Carney plays the Housing Saviour he will also use the Carbon Tax to make concrete and fertilizer way more expensive, thus boosting the cost of the 50,000 homes he will never build and farm land will go fallow.

With CPC out of the way, expect no significant moves to end Canada as the money laundering capital of the world, the global fentanyl hub, international home to organized crime heads and a reported 1 in 7,800 residents as members of organized crime.

Batten down the hatches as Carney’s Liberals use their mandate to maintain the immigration deluge, thereby destroying Canada’s support systems for health, infrastructure and burying western values.

Get set for all your fossil-fuelled vehicles and heating to be taxed into oblivion with the proceeds going to more bike lanes, clogged public transportation on unreliable electric vehicles. Expect listening to obnoxious Quebec politicians brag on their “clean” hydro power.

Speaking of vehicles, the Sheila Copps set mocked Poilievre’s vision of urban hell where cops tell you not to protect your goods in a home smash-and-grab or car-jacking. With police ceding the field to organized gangs it will be open season as courts and the Liberals abandon the middle class to obey DEI imperatives.

And most of all, welcome to a full-fledged constitutional crisis sparked by Alberta and Quebec that will make the 1980s federal/ provincial rumbles look like Sunday school. Both will seek referendums from their voters on sovereignty or some equivalent. As we suggested last month the best case could be the UK model of regional parliaments. Saskatchewan and Alberta could join with indigenous communities to demand a regional say on how their revenues are distributed. Expect purchased media to humble brag for the ruling Liberals.

The worst outcome of Carney as PM is Alberta gaining independence or, gasp, joining America. Because Quebec can never get a better deal outside Canada expect them to use any momentum on sovereignty to extort further concessions from what’s left of Canada.

But why believe us? According to the report released in early 2025 by Policy Horizons Canada — the Government of Canada’s in-house think tank— upward social mobility could become a relic of the past, with wealth and opportunity increasingly inherited rather than earned.  Their scenario outlines a country where rising inequality, inaccessible housing, and a broken promise of meritocracy leave younger generations disillusioned, disconnected, and doubtful that effort alone can improve their lives.

So with scant days left in the campaign the problem for Conservatives is not that the Liberal base believes Carney and their heroes. They’ve seen enough to know Mr. Burns is a fraud. But with their #TDS the true believers will never admit to backing a lying, losing hype train. That would be like death to them. So they’re closing their eyes and hoping it will all be over soon and they can go back to Mr. Dressup. Just know their kids will never forgive them.

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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