Sometimes Being Woke Can Make You Broke #ChipsAhoy!

Kim Dixon

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Dear Chips Ahoy!,

As a mom, and speaking only for me, your Mother's Day advertisement missed the mark.

Now, I'm not against using drag queens to sell cookies. But on Mother's Day, it seemed to be a rather odd choice of spokesperson to use Jose "Vanessa Vanjie Mateo" Cancel for the sales pitch.

Perhaps it's just me but it feels a bit "whatever" for a drag queen to tell people to buy Chips Ahoy for "your real mama, your drag mama, whichever mama, somebody, whoever taking care of you, whoever you feel or consider your mama."

For moms, it's our one day to pull that "I'm pretty awesome" card and for me the ad was anything but special.

With only 2k retweets but 8k comments, I'm wondering is that all you cared about? Not so much wishing us Happy Mother's Day but generating buzz about who you selected to hock cookies. Was it even about selling cookies?

Those who loved the advertisement only did so because of the spokesperson - not the celebration of Mother's Day or even the cookies really. So, going with "woke" corporate advertising is the thing now?

Hmmmm . . . you do realize who does most of the grocery shopping in a majority of households, right? Not the basement dwellers or the younger kids. And when you turn off the "mamas" who shop, it never goes well.

But did it really? This is the spokesperson you felt would be best to give the Mother's Day pitch?

Who runs your Twitter account?

I guess the point here is that not all woke advertisements work and can actually have a negative effect. But you do you.



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