(Troll (v.): to say something with the aim of provoking an angry reaction which benefits you.)
On , an American company called Honey Maid (company slogan: “This is Wholesome”) released a new commercial. It features a number of families and children in a very positive light, including a family of two men. Here’s the video:
Soon after came the calls for a boycott.
A few days later, a Facebook friend linked to this video, which you absolutely should watch in full:
So, if you were someone who called for or joined this protest, what did you achieve here? Let’s consider. You got to look angry and intolerant – even if you didn’t use language like that depicted in the video, everyone will assume that you did. You got to look weak – it’s now clear that even companies whose core market is supposed to be the All-American family with traditional values have no problem taking an explicit stand for same-sex marriage, because they think it’ll be a net win for their sales figures. And you got to look fearful and patronised – what they did is the approximate equivalent of patting you on the head and saying “There, there, dear, don’t be scared, it’ll all be alright in the end.” You gave the company a ton of free publicity, and they got to look enlightened and forward-looking.
And the crowning achievement of the trolling, the pièce de résistance, was the fact that there was a shot of a mixed-race family somewhat later in the original, and they included that in the “bits people didn’t like” section of the follow-up video, right after showing the gay couple. So you all look racist, too – even if none of you had any issues with the promotion of that type of family.
I’m pretty sure they didn’t think of this after the commercial was published; it was set up in advance. They knew this was going to happen, and you played right into their hands. As bits of marketing go, I have to say “well played”.
So, here’s my advice. Public expressions of outrage (something you picked up from the other side’s playbook anyway) clearly don’t work any more, if they ever did. When a company like Honey Maid can troll you to get a quite predictable reaction and lots of free publicity, here’s the lesson: you need new tactics. This isn’t working.