IBM envisioned another use for its #HackAHairDryer campaign. The idea was to get more girls and women interested in science and technology, but he became the subject of criticism and ridicule and removed the spot from his YouTube channel. International.- IBM imagined another use for its #HackAHairDryer campaign . The idea was to get more girls and women interested in science and technology, but he became the subject of criticism and ridicule and removed the spot from his YouTube channel .
The objective of Ogilvy & Mathe r and IBM was truly laudable: to vindicate the role of women in the world of science, bearing in mind that it is one of the sectors where the Bahrain Phone Number List majority of positions are held by men. However, something that seemed ingenious, was considered offensive by many, and everything was complicated. It got so complicated that IBM had to write this on Twitter: Thanks for the feedback on our campaign. We listen to you and we apologize for the mistake the brand made. We promise to do better in the future.
What did it consist of? As part of a much larger campaign , the creatives at Ogilvy & Mather introduced a product based on a hair dryer. The idea, to hack it to use it in colorful and ingenious science experiments. The result was a video that IBM uploaded to its YouTube channel in hopes of generating a lot of feedback, but social media doesn’t always react as expected. There was so much criticism that he was accused of being macho that IBM decided to withdraw the ad. Since this Monday, the video can no longer be seen on the official channel of the technology company on YouTube. “It was part of a larger campaign to promote careers in science, technology, engineering and mathematics. But for some it went out of line and for that we apologize, ”the brand officially said.
The campaign appeals to slogans such as “Girls don’t like science?”, “Can’t women code?” and “Do only men wear lab coats?” Criticism came especially from the science sector. Dozens of female scientists used her Twitter account to criticize IBM and its idea. Users complained that IBM could have chosen any other object, but chose a hair dryer to symbolically attract women to science. And there was the mistake.
The text of the spot, which was uploaded in October and did not take on relevance until now, talks about using everyday items, such as the hair dryer, for bigger Brother Cell Phone List purposes. The idea is to put relevance in “those who believe that it is not what covers the skull that counts, but what is in it.” Thus, he says that you can “hack heat to generate a new flow of air, reinvent sound and imagine a future in which the brightest minds are the solution to the world’s greatest problems, regardless of gender.” This is a capture of the video they managed to make on IBM’s Facebook before it was withdrawn: