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B&T > Campaigns > Women Are Gloriously Savaging Discovery Channel’s Sexist Campaign
Campaigns

Women Are Gloriously Savaging Discovery Channel’s Sexist Campaign

Staff Writers
Published on: 9th April 2019 at 9:30 AM
Staff Writers
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It appears Discovery Channel has forgotten a very important scientific fact in its latest ad campaign – the existence of women.

Discovery Channel is known for celebrating the beauty of Earth, yet in its latest spot, the channel somehow forgot about more than half of the population who live here.

In a global re-brand, Discovery launched a new TV ad with the tagline “The world is ours”.

However, apart from one naked woman, the ad only featured men.

We're hooked on a feeling #TheWorldIsOurs pic.twitter.com/oMx50Pdvv5

— Discovery (@Discovery) April 1, 2019

Women all over the world are calling out the channel for its highly tone-deaf “bro-fest”, reminding the brand women like discovering things, too.

hey Discovery remember me? A woman who worked for you? Just letting you know women like science and exploring and learning too.

— Julia Wilde (@Julia_SCI) April 2, 2019

8 million people follow this account but the only validation we care about is from D U D E S coolcool

— Emily Graslie 📺🦕🦖 (@Ehmee) April 2, 2019

Science communicator and aspiring wildlife host Ashley Gary was just one of the countless women upset by the ad.

Gary told CNET: “So many girls and women look to that channel for not only entertainment, but information about our world, but yet we weren’t included.”

She added: “If no one else will promote us and our work, we’ll be our own cheerleader and promote ourselves.”

So Gary and a group of other female scientists teamed up to create their own “discovery” video.

Lead by biologist Sarah McAnulty, a group of female scientists, communicators and researchers made their own video to remind Discovery that women are a part of this world, too.

Lip-synced and danced to Eve’s Let Me Blow Ya Mind in their labs and out in the field, you can watch the glorious remake below.

https://twitter.com/SarahMackAttack/status/1113950258919354370?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1113950258919354370&ref_url=https%3A%2F%2Fwww.comicsands.com%2Fres%2Fcommunity%2Ftwitter_embed%2F%3Fiframe_id%3Dtwitter-embed-1113950258919354370%26created_ts%3D1554421412.0%26screen_name%3DSarahMackAttack%26text%3DDiscovery%2Bmade%2Ba%2Bchoice%2Babout%2Bhow%2Bto%2Brepresent%2Bscience.%250A%250AWe%2Bknow%2Bthat%2Bthe%2Bworld%2Bis%252C%2Bin%2Bfact%252C%2Bmuch%2Bbigger%2Bthan%2Bthat.%25E2%2580%25A6%2Bhttps%253A%252F%252Ft.co%252F3iHhPM193u%26id%3D1113950258919354370%26name%3DSarah%2BMcAnulty

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TAGGED: Discovery Channel, sexism
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Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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