Rory Sutherland

If you have a great marketing idea, which continues to add value for the next 15 years, some of that credit should be offset against your current marketing costs.

Some of those, I'm going to defend the companies.

Oh, please do.

Yeah, yeah.

Because in the case of Bud Light.

Are you defending Bud Light?

I want to hear this.

They could not have necessarily anticipated that because it was confected outrage.

Look, I'm politically on the right, okay?

I get just as angry from confected outrage on the right, which is, oh, they've gone woke, da-da-da-da-dum, when, you know, you're merely showing, you know, a mix of ethnic groups in your advertising or something.

This is bull.

right?

And the right do it and the left do it.

There's confected outrage on the left, I would argue, about American Eagle, and it's confected outrage on the right.

It's done for signaling purposes by a very narrow group of people.

Do those cases actually damage the business?

I don't know the figures.

Gillette did.

There was an extremely... Now, this wasn't confected outrage because Gillette ran an advertisement.

They realized they had to move on, perhaps, from the best a man can get, despite the fact, obviously, that their customer base is overwhelmingly male for fairly obvious reasons.