Trans, gay and snowflake all in one day

I've been watching SBS/Viceland a lot lately, and I don't think that it is conceivably possible for the network to give any greater promotion to that British "we've got a transgender boy/girl and we have to fight for his right to stop puberty" drama, Butterfly.    (I have the read the synopsis, and that is indeed what it is about.)   It's hard to believe that people who have seen the same ad about 5,000 times over the space of a few weeks could possibly still want to see the actual show, such is the annoyance factor of such intense repeat exposure.

It's also extremely hard for me not to see the show as assisting to promote at least some degree of social contagion of the idea that gender issues are at the heart of many emotionally fragile children's unhappiness.   And it's coming from Britain - which, I am sure I have noted some years ago in one of my more "cranky conservative" sounding assessments - seems to have transformed in the space of 50 years from the nation that used to go out of its way to unnecessarily punish gay men, to the one which is the most intensely celebratory of everything gay/transgender.    Is it all down to the public school system?   There must be some explanation.  

And when SBS is not running the Buterfly promo, it's likely showing the other extreme high rotation advertisement, the one for a new series of  Benjamin Law's slight autobiographical comedy The Family Law.   While Law himself seems witty and smart when I occasionally see him on TV,  this show about a younger version of himself is dull, not very funny, and barely worthy of a light comedy budget -  even though it may give some deserving Australian Asian actors a badly needed income.   The latest series seems to have the young Law coming out to his family, dressing gayly, and screaming as his mother opens the door while he's doing - something.   Gee, never seen something like that gag before.  The ads make it look very tired and past its use by date. 

That said, it's no where near as bad as some past SBS "home grown" content -  anyone would have to admit, Housos made The Family Law look like Altman in comparison.  I have no idea what goes on in the comedy commissioning mind of SBS - but it's not good.

And back to Britain:   that PR campaign for the Army would have to be the most ill conceived and readily mocked advertising idea since - doh, I'll get back to you as soon as I think of a more atrocious advertising idea.  Apparently, the "snowflake" soldier is threatening to quit, and the someone from an advertising agency (who I like to hear in the voice of Rick in The Young Ones)  gives some delightfully British wanky defence of it all:  

Although, for Dan Cullen-Shute, chief executive and founder of creative shop Creature of London the ads have "got everyone talking".

"It also looks beautiful. I make no apology for applauding that," he wrote in The Drum.

Responding to criticism on Twitter that the campaign copy had been written "by an old man", Shute added: "I don’t believe you have to be the target audience to write about the target audience. I know that’s a slightly contentious belief to hold nowadays, but I stand by it.

"It’s our job in advertising to understand people brilliantly, and then to craft compelling stuff that makes them think, act, or feel differently.

Yeah.

To be honest, the campaign is an embarrassment but in an interesting way.  It's like you can hear the pitch for it in the boardroom:   "we need to reassure the self involved, overly sensitive, short attention span, annoying youngsters of today that we can see what's good and worthy deep inside of them"; but in execution it's impossible not to read the posters as meaning just "Hey, if you're an annoying young prat, like the arrogant jock pictured here, come work for us. We love arrogant prats."