McGruff

Comment Of The Day: “Harassing McGruff: Oh-Oh…Am I Going Crazy?”

/ Jack Marshall / 5 Comments

I’m going to post the whole ad at issue again, because it is an essential reference point for context:

My almost entirely serious post about the GEICO ad showing McGruff the Crime Dog being subjected to office harassment based on his appearance and species/race prompted more and more diverse commentary than I expected, and one slam-dunk Comment of the Day, by Zanshin, who has a record of deconstructing oddball Ethics Alarms posts.

Three points:

1. I was not aware that McGruff had starred in anti-bullying videos, and I doubt that any but a tiny fraction of the intended audience for the GEICO commercial is either,

2. Kudos to Zanshin for seeing a connection to The Jehovah Paradox, which I did not. It is not often that I am told that I don’t understand my own inventions, but he makes an excellent argument. I also need to add TJP to the Ethics Alarms list of concepts and special terms, which I had neglected to do.

3. I just saw the ad again, and it still feels to me like GEICO is making light of workplace racism, bullying and harassment, and

Here is Zanshin’s Comment of the Day on the post, Harassing McGruff: Oh-Oh…Am I Going Crazy?:

Jack asked, […] am I just seeing an ethics breach that isn’t there?

My answer, You saw only the unethical part in this commercial because you didn’t have the context to ‘see’ the ethical part in it.

tl/dr

1. McGruff is subjected to cruel bullying and office harassment.

2. Is that an ethics breach? No, not if one understands “The Jehovah Paradox”.

3. In the commercial McGruff doesn’t break character.

4. (At the minimal) the commercial doesn’t go against the teachings of McGruff.

5. The commercial makers should have done a better job in making the teachings of McGruff more explicit.
(But maybe couldn’t given intellectual property/licensing issues?)

Let me explain. Continue reading →

Harassing McGruff: Oh-Oh…Am I Going Crazy?

/ Jack Marshall / 96 Comments

http://www.youtube.com/watch?v=bwz9X6ejuiQ

Being an ethicist, especially a blogging ethicist, has its disadvantages. One bad one is that your ethics alarms are tuned to be so sensitive that you see, or think you see, ethics issues in just about everything. Now I think I just may have crossed the line into ethics-hypersensitivity madness, or EHM.

That GEICO commercial above really, really bothers me, and apparently I am the only one.

What is looks like to me, and did from the very first time I saw it, is cruel bullying and office harassment. Despite the stated gag in the ad, this isn’t human beings talking “baby-talk” to a dog. The ad depicts co-workers being deliberately cruel to a colleague because of his appearance, and arguably his race. (McGruff isn’t a dog; he’s a “Goofy,” one of the strange dog-headed animated human mutants most prominently represented by Disney’s slapstick star. Pluto, as made quite clear by the kids in “Stand By Me,” is the dog..)

I find it incredible that GEICO would put out a TV ad that makes a joke about bigotry and workplace harassment now, of all times. How is that funny? Poor McGruff is trying to do his job, and his entire office refuses to take him seriously because he has a dog-face. They humiliate him. They show they don’t respect him. They gang up on him. And GEICO’s announcer just calls it “surprising,” meaning “hilarious.”

I don’t find someone being made to feel like they are being relegated to the role of an office joke as hilarious. We are watching a classic hostile work environment scenario, and GEICO is telling us that it’s funny. Doesn’t that inform children that this kind of peer bullying and denigration is OK, indeed fun? Why doesn’t it? Because McGruff is a ‘toon?” Why isn’t that tantamount to racism? Because of how he looks? If there was a comedy scene in “Who Framed Roger Rabbit?” where Jessica Rabbit was mercilessly ridiculed and hazed because of her body, would that have been all right? Why isn’t the depicted treatment of McGruff the Crime Dog the equivalent of making relentless comments about a co-worker’s unusually large breasts, or weight?

Or am I just seeing an ethics breach that isn’t there? Go ahead, you can tell me. I can take it.