In recent times, the woke agenda has become ubiquitous throughout Western advertising, with companies showcasing over-the-top leftist ideology. However, among the sea of virtue-signaling corporate boardrooms and advertising agencies, one American-based luxury watchmaker stood up for female athletes in a new viral ad.
Ilan Srulovicz, CEO of Egard Watches, recently spoke with Sky News Australia, where he explained the motivation behind his recent ad campaign, which discusses transgender athletes competing in women’s sports. Srulivicz explained the incentive structure behind companies pushing the woke narrative.
“There’s a tremendous amount of pressure on corporate companies [to put out woke ads] or they won’t get investments from groups like Blackrock or Vanguard…and every industry has been taken over by the Left – the media, Hollywood, corporations so until people start fighting back, it will be allowed to escalate,” the CEO said.
Srulovicz further criticized transgender participation in female athletics as an insult toward “truth.” The CEO noted that society has become polarized on this gender topic, where either people recognize the principles governed by basic biology or they deny them, stating this is an outright danger to women and society as a whole.
“[Transgender individuals] taking over women’s sports is the most fundamental attack on truth we see in society these days,” he continued. “The denial of gender, the erasure of women is extremely dangerous. We exist in this binary right now where people either believe in absolute truths or don’t…and we have this moral relativism which has kind of taken over society.”
Continuing on that point, he added, “And it’s going to get very extreme to a point where we’ve gone so far as to put biological males with a history of assaulting women in prison with women.” He added, “These things are happening in a secular, progressive society and no one is speaking out against it.”
The Egard Watches ad features a scenario where a female athlete explains her tireless dedication to her track and field career only to be defeated by an athlete depicted as a biological male. The ad continues showcasing news headlines pertaining to various transgender athletes who have dominated women’s sports, such as former University of Pennsylvania swimmer Lia Thomas.
Srulovicz’s powerful advertisement is a stark departure from the woke narrative continually being pushed by a large portion of corporate America. However, many American consumers have demonstrated, with their wallets, that they have had enough of leftist politics from brands and companies.
Perhaps the best example of this consumer backlash is the Bud Light marketing fiasco with transgender activist Dylan Mulvaney. Last April, Bud Light sent Mulvaney a custom Bud Light can with the influencer’s face on it, sparking backlash from conservatives across social media. For most of 2023, the beer maker endured double-digit sales declines from a powerful boycott against the beer. Many predict that Bud Light will never fully recover from the controversy after having inflicted permanent damage on the brand.
Watch the full Egard Watches ad below.
Note: The featured image is a screenshot from the embedded video.
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