Wednesday, June 29, 2022

15873: IBM DEI AI BS, CONT’D.

Another quick scan of the IBM scheme spotlighted in the previous post revealed the Advertising Playbook for AI Fairness 360. The 55-page document—which reads like something crafted by IT wonks and pseudo-strategists—stated the following in its introduction:

 

In the summer of 2021, IBM Watson Advertising initiated a research effort using tools developed by IBM Research to explore bias in advertising – to identify and mitigate bias within campaign data, algorithms, and outcomes. That research uncovered that discrimination could exist in the tools we employ.

 

Gee, what prompted IBM to consider the subject matter in 2021? After all, it’s hardly a new area of investigation.

 

Dr. Timnit Gebru, a recognized leader in AI ethics research, co-authored a paper critiquing facial recognition technology that reportedly got her ousted by Google in 2020.

 

Deborah Raji has been studying AI since at least 2018.

 

Were any experts like Gebru and Raji integrated into IBM’s endeavor? And what does IBM DEI really look like? In a 2021 Forbes interview, IBM CHRO Nickle LaMoreaux mouthed the common dodge, “We are extremely proud of our diversity, equity, and inclusion history. That being said, we're not nearly where we want to be.” From a discrimination perspective, the tech giant has a checkered past and present—and only recently bailed out of the facial recognition business.

 

This is a familiar game plan too, replete with diversionary stunts that block the truth and ultimately defeat diversity. It all makes the Advertising Playbook for AI Fairness 360—and IBM—appear fishy, fuzzy and fucked up.

Tuesday, June 28, 2022

15872: IBM Has A BS Problem.

This IBM scheme is beyond bizarre, presenting the Advertising Fairness Pledge to address bias in advertising technology and data collection.

 

Sorry, but advertising does not have a bias problem—rather, advertising agencies have a bias problem. Technology and data collection may represent collateral damages. The root problem involves Adland’s talent exclusivity and the associated cultural cluelessness, built on a firm foundation of systemic racism.

 

With this divershitty initiative, IBM is declaring, “Let’s Create”—a heat shield.

 

Monday, June 27, 2022

15871: Miller Lite ‘Ale Wives’ Ails From Revisionist History.

 

Advertising Age reported on a patronizing promotion from Miller Lite—Ale Wives—saluting White women in brewing. The stunt spotlights Mary Lisle, noted as the first female brewer in America.

 

Okay, but what about all the Black women who helped the American beer industry grow and thrive through slavery? Who the hell does Miller Lite think was harvesting hops?

 

(It should also be noted that one of the first Black brewers is identified as Peter Hemings—who was a slave owned by Thomas Jefferson, along with his sister, Sally Hemings [no comment]—and that he crafted beer around 1820. Given that Lisle is credited with running her Philadelphia brewery in 1734, it shows how White women achieved a beer milestone roughly 100 years before Blacks.)

 

Regardless, it’s also highly hypocritical for a women’s tribute to come from the brand that brought you bikini catfights and breast-and-body painting.

 



See How Miller Lite Redesigned Cans To Honor Women In Brewing

 

Limited-time cans honor pioneering female brewer Mary Lisle via 'There’s no beer without women' campaign

 

By Yadira Gonzalez

 

This Fourth of July, rather than praise America’s founding fathers, Miller Lite will honor the “Ale Wives,” releasing limited-edition cans in homage to the forgotten women who brought beer to America.

 

The Molson Coors-owned brand will produce a limited supply of its classic white cans that carry the name Mary Lisle instead of Miller Lite, as a way to honor the woman whom the brand describes as the “country’s first recorded female brewer and her revolutionary contributions to the American brewing industry.”

 

In 1734, Lisle ran a Philadelphia brewery, but “through time, women were excluded from the industry as others saw an opportunity to cash in on the nation’s love of beer, forcing most women out of the business altogether,” according to Miller Lite.

 

‘Ale Wives’

 

Cans include Lisle’s name and face, the tagline “There’s no beer without women,” as well as a brief history of Lisle’s contributions to the beer industry.

 

“When people think of beer, they think of men; there are very few people who realize that we actually have women to thank for beer in America,” Elizabeth Hitch, senior director of marketing for Miller Lite, said in a statement. The phrase “Ale Wives” is a historical term referring to women who made beer—Miler Lite calls them “the unsung heroes who brought beer to America in the first place.” According to the brand, a recent poll found that only 3% of Americans know that fact.

 

Agencies on the project include DDB and Alma and Molson Coors PR agency ICF Next.

 

The cans come during peak beer drinking season: Fourth of July weekend has been known to prompt more beer purchases than any other holiday, given that many families and friends gather for cookouts, according to the National Beer Wholesalers Association. Americans spend more than $1 billion on Fourth of July beer and wine, according to the WalletHub. Miller Lite sees the holiday as the perfect time to school drinkers en masse on women in beer history.

 

“There’s no better time to celebrate and put women back into the history books of beer than on the single largest beer selling weekend in America,” Hitch said.

 

Miller Lite will donate $5 for each case purchased on the online retail sites Drizly and Instacart from June 27 to July 4 to the nonprofit organization Pink Boots Society, which inspires and supports women in the brewing profession. Miller Lite is pledging up to $250,000 to the nonprofit.

 

Men dominate the industry, making up 76% of craft brewery owners according to findings from the Brewers Association, a craft beer trade group.

 

“Women played a pivotal role in bringing beer to America as the first brewers here and are often underrepresented in the industry,” Erin Wallace, Pink Boot Society Board Member, said in a statement, adding that the group's mission “is to assist, inspire and encourage women and non-binary individuals in the fermented beverage industry through education.”

 

Fans can get their hands on Mary Lisle cans by attending an event hosted by Miller Lite in Lisle’s hometown of Philadelphia at the Devil’s Den bar on June 30, where it will be unveiling the limited-time cans. Like many other Miller Lite campaigns, the brand will run a sweepstakes, giving drinkers a chance to win a limited edition Mary Lisle two-pack. Those who are 21 years or older can enter by visiting millerlite.com/marylisle through July 4.

Sunday, June 26, 2022

15870: Not Liking LinkedIn B2Bullshit.

This LinkedIn B2B campaign is apparently deliberate in its typo-ridden execution. It’s a wonder they correctly spelled B2B…

 


Saturday, June 25, 2022

15869: Acrobat Helps You Bend Over Backwards For Clients.

 

Start your next client-creative relationship in winning style—by emailing a PDF. Perfect.

Friday, June 24, 2022

15868: Pepsi On Hold Fest—Hold On, It’s Bullshit.

 

This Pepsi scampaign was allegedly ‘published’ by students from a portfolio school in Ecuador. It was explained as follows:

 

Every month, people spend an average 92 minutes on hold calls, and even with all the great music we can hear around the world, call centers keep playing the same boring old ones.

 

All the time we spend waiting to be attended, should have something different.

 

And Pepsi wanted to change that.

 

So, we partnered with the brands that receive most of those calls every day and turned them into a stage for emerging artists to be heard like never before.

 

People spend an average 92 minutes per month on hold—WTF is happening in Ecuador? Hey, the kids didn’t wait too long to submit the lame concept for awards recognition. Somebody should call to complain that they’re being overcharged for a portfolio diploma.

 

Thursday, June 23, 2022

15867: Pride, Parade & Postage.

 

Royal Mail will issue stamps commemorating the 50th anniversary of the first Pride rally in the UK. Amazingly, the responsible creatives didn’t make references to ‘lick’ and ‘package’ in the work.