Targeting Pride

By: Chris Johnson

June is, as our society has come to know it, Pride Month – the time of year when American companies hoist the LGBTQ flag and push their customers to celebrate queerness.

But the American consumer needn’t wait until June to hear “the sound of every kind of music” to signal our mandatory obeisance. The fiery furnace is already being stoked.

Last week Ford Motor Company released an ad for their new light truck the Ranger, Raptor Edition. “Redefining Tough” the words on the screen say in rainbow letters. The ad itself consists of footage of two Ranger Raptors covered in mud, driving down a dirt track. When they drive through a puddle, they emerge sparkling and clean, and one of them is painted up in the latest iteration of an LGBTQ flag.

The tagline, “Redefining Tough” is a subversion of Ford’s well-known motto for their full-size trucks: “Built Ford Tough.” Generations of automobile company marketing departments have built a trope of trucks being a masculine vehicle, and in one fell swoop, Ford is here striking a blow against that imagery and killing any future for the Ford Ranger. Honestly, the jokes write themselves: just like trans men aren’t real men, little Ford Rangers aren’t real trucks. No one wanting a “tough” vehicle is going to be buying a rainbow Ranger.

Everyone at this point, I trust, has heard of Budweiser’s fateful decision to partner with trans-influencer Dylan Mulvany, which resulted in a plummeting loss of sales for the company which had built its brand on being the beer of the working man.

The Los Angeles Dodgers baseball team also made news this month – not when they announced they would have a “Pride Night” in their stadium, nor when they announced they would be presenting an award to the anti-Catholic hate group: “Sisters of Perpetual Indulgence” which in the words of Senator Marco Rubio, “mocks Christians through diabolical parodies of our faith.” The Dodgers faced backlash when they canceled the presentation of the award and uninvited the group from the event.

Don’t get too excited about the Dodgers’ showing some backbone though, as it was quickly rendered gelatinous. A week later, the Dodgers apologized to the Catholic-mocking group, promising to “continue to work with our LGBTQ+ partners to better educate ourselves…”

Apparently to remove any possibility of the point being lost on the American people, the LGBTQ activists running America’s corporations have savagely targeted the tastes of the typical American male: trucks, beer, and sports.

But it hasn’t only been stereotypical male tastes in the crosshairs. The store which has become a meme for its popularity among women, Target, is already gold-medaling in the year’s annual competition in mental gymnastics.

Target released a “Pride Collection” for “Pride Month,” including a large display at the front of their stores which features “Pride” wear for the whole family: even babies. One adult product: a “compression top,” designed to flatten the wearer’s chest, was being offered in a size 3xs- equivalent to a girls’ size 11/12. Target seems to have removed that sizing option online. The company Target partnered with on that product and other’s for their Pride collection is a known marketplace for “chest binders” and “tucks,” which give the impression that the wearer is of the opposite sex.

Another of Target’s Pride partners is British designer Abprallen, who is a Satanist. His designs include pins which feature a guillotine and say, “Homophobe Headrest” and a shirt with a picture of Baphomet which reads “Satan Respects Pronouns;” neither of those products are sold through Target. On one of his accounts, he explains, “Satan loves you and respects who you are. You’re important and valuable in this world and you deserve to treat yourself with love and respect.

“I’ve been thinking a lot lately about The Satanic Temple, and to a lesser extent, The Church of Satan, how they’re so frequently misunderstood and demonized (pun not intended) and how LGBT+ people are so often referred to as being a product of Satan or going against God’s will.

“Satanists don’t actually believe in Satan, he is merely used as a symbol of passion, pride, and liberty. He means to you what you need him to mean. So for me, Satan is hope, compassion, equality, and love.”

As I’m writing this, news has broken that Target has made the decision to move the Pride displays to the back of the store, in an effort to prevent a “Bud Light Situation.”

There has been a line thrown around social media which has been more wishful than descriptive: “Go Woke, Go Broke.” Bud Light’s disrespect for their customer base triggered the first backlash worthy of such a motto, but perhaps the taste of that victory is enough to carry normal America on to another one.

Do we want our stores partnering with Satanists and enablers of trans ideology in our youth? Do we want to pay for goods and services from companies that hate God’s good design of our girls’ and boys’ bodies? Does it make it any better if they’ve got the trans onesies at the back of the store instead of the front?

This “Pride Month” is shaping up to be the most anti-Christian one yet, as it’s already featured anti-Catholic hate groups and Satanists, and it hasn’t even officially kicked off. But there’s also more pushback on our side than there has been in the past. We’ve seen what it looks like to make a company listen now with Bud Light, let’s see if we can do it again with Target – with God’s help and for His glory.


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