Rory Sutherland

And they produced an ad which I would argue, and even my wife would argue, was needlessly insulting towards men in that it conflated the Me Too movement with barbecuing.

In other words, it seemed to take a definition of toxic masculinity, which went the whole spectrum from things which all right-thinking men would quite rightly condemn to things which, for example, two boys having a small scrap on a patch of grass, which all primates play fight.

It's not

You know, don't get me wrong, sorry.

If there's a kid wailing on another kid with a plank of wood, you know, I'll be quick to condemn it.

But I'm not totally, you know, the on-play fighting thing.

Barbecuing, I don't think, is particularly objectionable.

And that was a case where it was almost a kind of act of deliberate effrontery to your core target audience.

The Bud Light thing, to put it in context, was a influencer marketing campaign of which most people in the company were probably unaware.

where they sent personalized candidates of Bud Light to a variety of different influencers, one of whom was Dylan Mulvaney.

Now, I've got to confess about this.

As a Brit, you're Canadian.

The gender thing isn't quite the flashpoint in the UK or Canada as it is in the United States.

Did you know, for example...

that when it came out, I find this quite interesting.

In Britain, we've had pantomime for 200 years.

You know, men dressing up as women, you know, women dressing up as, attractive women dressing up as young boys, Shakespeare, da-da-da-da-da, you know, cross-dressing.

Some Like It Hot was a highly controversial film with all the studios in the United States.

when it came out because it involved men dressing up as women.

Now, in the UK, my grandmother went to see it.