Hyp-OSCAR-isy Why the Oscars’ #MeToo message failed

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-Leticia Remauro

Any thinking human being would recognize the hypocrisy perpetrated on the public by those who produced and directed the 90th anniversary Oscars show.  For those who would prefer that other do their thinking for them, I will explain.

The overt message the Oscar committee decided to send to the viewers was complete and utter support for the #MeToo movement. However, the message they actually sent was, “Do what I say, not what I do.”  Here’s why:

They chose the wrong host! If they really wanted to send a message that they supported the #MeToo movement they should have chosen a woman of color as their host. Instead they chose Jimmy Kimmel, the former host of “The Man Show” that regularly objectified women by having them bounce on trampolines during the show.

For the record – I love Jimmy Kimmel and I totally appreciated the humor of “The Man Show” but having him give a speech about the #MeToo Movement when the success of his show was based upon exploiting women’s sexuality was absolutely hypocritical.

They provided cover and an assist to a sexual harasser! Not only did they allow Ryan Seacrest to up his celebrity by being an interviewer on the red carpet despite the fact that he has been accused of sexual harassment, they also allowed for the red carpet to be on a feed delay so that anyone who chose to say anything negative about  Seacrest would be cut out.

They gave the spotlight to an artist who calls women “hoes”! Common and Andra Day sang “Stand Up For Something” and received applause when they sang these lyrics: “You can’t just talk the talk, you got to walk that walk, yes you do. It all means nothing, if you don’t stand up for something!”

That’s a great sentiment but are they really walking the walk? Let’s have a look at the lyrics to Common’s song “Sweet”:

Yeah, man, y’all niggas man, you soft muthfuckers

Yeah my man, muthafcker

Then come around my crib

You know where I’m from

Some hoes ass niggas

Singing all around me man, la la la

You aint muthafucking Frank Sinatra

Uh, lil bitch

Yeah, this the raw right here

Yeah this the raw right here nigga

Sweet muthafuckas

Sweet ass bitch muthafucka

(insert mic drop here!)

I’m a marketer by trade so it’s my job to ensure brand consistency for my clients.  Whoever was representing the 90th Oscar show that aired on March 4, 2017 and which was dedicated to the #MeToo Movement, clearly needs a lesson in brand consistency and messaging.

Hey Oscar – call me if you want The Von Agency to help you out for show 91.


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