Posts tagged with "Eugenics"

Milk-Bone revels in rom-com tropes with movie trailer parody campaign

October 23, 2024

Milk-Bone’s new “Howl You Know” ad parodies corny romantic comedy trailers with commercials that will appear in movie theaters and on social media, reports Marketing Dive.

“The ad—part of the brand’s  “More Dog” campaign—bursts with rom-com tropes as actor Katelyn Tarver portrays a hapless single who has a meet cute with a dog instead of a love interest and eventually learns to become a confident pet owner.

Milk-Bone is extending its faux production company’s content to social media with 15- and 30-second trailers riffing on other genres, including horror.

The dog-biscuit brand is hoping to catch consumers off-guard as they head to theaters for the holiday season. “Howl You Know,” which has a title echoing existing rom-coms, will play before actual movie trailers—aiming to draw viewers in with a convincing faux teaser before revealing it’s an ad. The announcement cited data that claim 71% of moviegoers go to the cinema to catch trailers, although frustration with long trailer times is also well-documented.

“Howl You Know” was directed by Sammi Cohen (Netflix’s “You’re So Not Invited to My Bat Mitzvah”) and is sprinkled with in-jokes, such as review blurbs from a “G’Dog” publisher and accolades from the “Boops & Boops” film festival. Posters promoting the movie, which will also appear in cinemas, are rated DP for “Dog People Content.”

The campaign was developed by PSOne, Publicis Groupe’s dedicated unit for J.M. Smucker, with creative led by. Alan Wilson, senior vice president and group creative director at BBH USA, positioned “Howl You Know” as part of a larger comeback for humor in advertising.

Milk-Bone is running additional social content to support its take on Hollywood production, with red carpet footage, director’s chair interviews, and other trailer parodies. One for a horror film titled “The Barkening” builds to a jump-scare moment, but rather than a monster lurking in the shadows, it’s a Welsh Corgi, inspiring a scream of excitement instead of fear from the protagonist.

Movie parodies have become common in marketing as brands try to provide entertainment that doesn’t immediately read as promotional. CeraVe, the L’Oréal skincare marketer, earlier this year also dropped a fake rom-com trailer in which the main character’s beau ends up being a bottle of lotion.

Research contact: @marketingdive

Super-expensive startup is ‘screening’ IVF embryos for IQ

October 23, 2024

A U.S.-based startup called Heliospect Genomics that says it is “at the forefront of genomic prediction” is charging parents tens of thousands of dollars to “screen” embryos they conceive for their IQs, according to startling new reporting from Futurism.

Details of the secretive startup were largely revealed by undercover video footage collected by a UK-based advocacy group called Hope Not Hate, with further research first futconducted by The Guardian. The covertly collected videos reveal company officials openly bragging that their controversial genetic screening tactics can boost a future child’s IQ by upwards of six points.

To be clear, whether Heliospect’s technology works as claimed remains to be seen. Although IQ is determined in part by genetics, there’s not simply a gene for “smart” that can be turned off and on; rather, a person’s IQ is influenced by an overlapping, intersecting array of dozens of different genes—not to mention that intelligence itself is a slippery and notoriously hard-to-measure concept.

And beyond the question of whether something like this could feasibly work as promised, there are obvious biomedical ethical concerns. It’s not like these folks are reviewing embryos for serious, life-threatening conditions—this is genetic selection based on preference alone. Or what’s generally known as eugenics, for the parents who can financially and morally afford it.

Regardless of any scientific or ethical murkiness, however, The Guardian reports that Heliospect is offering its services to wealthy parents undergoing IVF for upwards of $50,000 for the screening of 100 embryos. And as company leaders tell it, people are buying.

“There are babies on the way,” Heliospect CEO Michael Christensen said during a conference call dating back to November 2023, while claiming that five couples it worked with already had embryos screened for intelligence and successfully implanted.

“Everyone can have all the children they want and they can have children that are basically disease-free, smart, healthy,” Christensen said on the same call. “It’s going to be great.”

In another clip, according to The Guardian, a Heliospect employee promised buyers they could rank embryos by “IQ and the other naughty traits that everybody wants.” Those “naughty” traits allegedly included obesity risk and risk of mental illness.

On that note, the company unsurprisingly has strong ties to some noteworthy figures in the pronatalist and pro-eugenics communities. To wit: one of its senior staffers, a philosopher named Jonathan Anomaly who has held professorships at prestigious universities including Duke and Oxford, is a noted eugenics defender.

That’s not an exaggeration; in 2018, he published a paper literally titled “Defending Eugenics.” He’s also described his ideology as “Liberal Eugenics.”

As one might expect, experts are sounding the alarm bells. One researcher, Oxford professor of reproductive genetics Dagan Wells, emphasized the lack of say that the public has had in the onset of these technologies. “Is this a test too far, do we really want it?” Wells asked. “It feels to me that this is a debate that the public has not really had an opportunity to fully engage in at this point.”

Again, it’s unclear whether Heliospect’s product even works. That folks with enough cash are biting on the offer, though, feels like yet another ominous signal that gene-selection ventures are only gaining steam—with little, if any, say from the public.

Research contact: @futurism