Last night ABC aired the third episode of the offensively-titled show “Don’t Trust the B—- in Apt. 23.”It continues to amaze me that feminists aren’t up in arms over such a highly demeaning and derogatory term used to describe women – both with this show’s title and also ABC’s “GCB.”
Last week we targeted Darden Restaurants (Olive Garden and Red Lobster) which has advertised on both of these shows. Last night, Darden Restaurants did not sponsor “Don’t Trust the B— in Apt. 23.” However, 6 of the 13 national advertisers were repeat sponsors. They include: PepsiCo (Doritos, Tropicana), Nokia, Allegra, Intel, and movie companies Warner Brothers and Paramount Studios.
After hearing from many of you through our “take action” links, our records indicate that in the first three episodes, 22 of the 38 national sponsors have only advertised one time – that comes out to 58% of advertisers did not return to sponsor “Don’t Trust the B—– in Apt. 23” after hearing from you!
Nahnatchka Khan, the show’s creator, stated in a recent interview that she first pitched the show to television executives a few years ago and was soundly rejected. In her pitch to the network, she described the following segment which ended up becoming the opening scene of the premiere episode.
In the opening minute of the first episode, Chloe, the titled “B” of the show, is engaged in a sex act with her new roommate’s fiancé – on top of her roommate’s birthday cake.
When they initially pitched this idea to network executives, Khan, and fellow creator David Hemingson, said: I remember sitting across from the executives who were looking at us slack-jawed and stunned. They were like, “This is a network comedy? What are you talking about? You’re crazy!” They had that look of, “You’re aware this is a network, right?,” on their faces.
Now just a few years later ABC is proudly pushing a show that just a few short years ago was deemed too shocking for network TV – even by Hollywood’s standards.
What changed? (Other than the proverbial frog in the cultural kettle getting increasingly hotter.) As Khan explained, “Paul Lee took over ABC and he was interested in bold, different and daring … and the whole development team over there was really behind it, and Paul Lee loved it …”
However, what ABC’s Paul Lee considers “bold” and “daring,” millions of Americans consider base and degrading. If we stay silent and allow such filth to become the norm, what will another three years bring to network TV?
Take Action! Click here to contact the sponsors empowering this raunchy show.