This is how they put a sexy face on the very disturbing ideologies that cause the atrocities we’re witnessing. It’s telling us the atrocities are the distraction and to focus instead on the beauty that will result from the horrors. It’s all part of the same message and we should care - a lot.
3/3

The fact that a major American company is leveraging the language of eugenics while targeting young men (yes, this ad is directed at men) who disproportionately supported fascism in the 2024 election should be viewed in the context of all those other very real concerns.
2/3

Also, there’s a way to frame this play on words that doesn’t make people immediately think you’re selling eugenics. They chose not to go that route.

As an advertising copywriter at a decent sized company, I can assure you this campaign went through so many layers of oversight and scrutiny. Choosing this particular spokesperson to deliver this specific message at this specific moment was a choice.

I feel like that’s kind of the point of this particular brand of terrorism. When anybody could be ICE, everybody can be ICE.