A generation ago, the enemy of the “effective” in advertising was the “cool.” After watching four or so hours of the U.S. Open Golf 
Championship on Sunday, I have come to understand that the “effective” has a much more potent enemy today, namely “the woke.”
Having only TV ads to gauge the culture, an observing Martian might conclude that women run America. They fly the airplanes, drive the luxury cars, put out the fires, manage the IT, run the factory floors, cure the sick, and even — are you serious, Ford? — man the F-150s. Although some of these women are white and a few are black, most are a congenial mocha-color of some indeterminate race. Men of color help out, but the white men are either too dumb or cowardly to be of much use. Fortunately, women and POC are usually there to straighten them out.
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