Podcast Summary:

The Michael Knowles Show: "Michael Knowles DESTROYS Woke Commercials... They Keep Getting Worse"
Host: Michael Knowles (The Daily Wire)
Date: November 15, 2025

Episode Overview

In this episode, Michael Knowles dissects a series of recent "woke" commercials, evaluating their effectiveness and poking fun at their messaging. He addresses whether the prevalence of woke ideology in mainstream advertising is truly diminishing or simply evolving. Through a series of humorous and pointed critiques, Knowles examines how companies are balancing progressive messaging with product promotion, questioning the logic and motivation behind such campaigns.

Key Discussion Points & Insights

Is "Woke" Really Dead in Commercials?

Opening Thought:
- Knowles begins with a satirical lament:
  "We all thought that WOKE had been exterminated. And it largely has been. However, little traces linger on, little hints of liberalism linger on." (03:07)
- He sees a silver lining: it gives him more material to riff on.

Commercial 1: Audible (LGBT Youth and Parental Acceptance)

Segment Breakdown (04:17 – 06:05):
- A commercial features a coming out scene, with a focus on listening and parental support.
- Knowles notes a shift in woke ads:
  "It used to be the commercials just led with all the woke, so you couldn't even identify what the company was. That was the game. Okay, now you don't have to do that. Now, at the very least, we can say that in the WOKE commercials, they are leading with the product. That's an improvement." (05:14)
- Mocks the heavy-handedness:
  "He's gay, but he has a special connection to classical music... the dad's like, hey, say, kid, here's a six pack of Miller, some poppers and keys to my car. You go get crazy. Kids audible Jane Austen novels." (05:35)

Commercial 2: Sprite (Messages of Self-Acceptance)

Segment Breakdown (06:10 – 07:22):
- The ad features diverse voices speaking about self-love and resilience, ending with, "Want a Sprite? Cranberry?"
- Knowles is baffled by the product connection:
  "If you said Michael list 1500 products that that ad could be selling, I would not have guessed. Sprite, McDonald's, Sprite." (07:03)
- Dismisses it as dated in tone:
  "That ad has very strong 2022 energy... We'll look it up later." (07:15)

Commercial 3: Nissan (Road to the Kennedy Center)

Segment Breakdown (07:30 – 08:47):
- Car commercial alluding to supporting "whoever you become."
- Knowles:
  "Maybe we can pander to the gays. Well, did it work for those people? No, it never does. I mean, these people somehow delude themselves into thinking it might, but. But it might work for us. Our company is in serious distress..." (07:54)
- Suggests companies see woke messaging as a last-ditch marketing strategy amid declining sales.

Commercial 4: Canadian Football League (Diversity Celebration)

Segment Breakdown (14:03 – 15:42):
- Celebrates the league’s diversity with a long list of names.
- Knowles gently mocks it, but says:
  "That's fine. It's Canada. You gotta grade Canada on a curve... Canada can do what it likes until it's the 51st state." (15:19)

Commercial 5: Procter & Gamble (Addressing Racism in Media)

Segment Breakdown (15:52 – 19:10):
- Features black actors discussing media stereotypes and experiences of racism.
- Knowles argues the ad's premise is flawed:
  "All prejudice... is something that all human beings constantly, necessarily engage in... Some of it's unjust. Some of it is totally justified." (16:58)
- Criticizes blaming the media for racism:
  "The media are all making ads like Procter and Gamble... They're doing the exact opposite of what you're suggesting." (17:34)
- References a Chris Rock bit about misplaced blame (17:42).

Ranking the "Worst" Ad

Segment Breakdown (19:12 – 20:00):
- Knowles playfully tries to rank the most egregious ad.
- Declares:
  "The most egregious one, I guess, is, oh, it's between Sprite and the gay... Probably the audible. The audible one. This is probably the weirdest. Sprite is coming up on the inside... The longest Sprite is a close runner up though." (19:20)

Notable Quotes & Memorable Moments

On evolving Ad Strategies:
"Now, at the very least, we can say that in the WOKE commercials, they are leading with the product. That's an improvement." (05:14)
Sarcastic Summarization:
"Hey, kids, did you ever hang around a gymnasium? Go hit the bathhouse. Get crazy. Here's some drugs. I'm accepting." (18:10)
On Canada:
"America's evil top hat. That's fine. There any like Smiths? It's like. I don't. O' Shea, I guess is close. But the Irish, I don't know. Okay, that's fine. I Don't care. Canada." (15:17)
Referencing Chris Rock:
"When I go to the Money Machine later tonight, I'm not looking over my shoulder for the media, that's for sure." (17:42)

Important Timestamps

03:07 – Introduction to the resurgence of woke commercials.
04:17-06:05 – Review of the Audible commercial.
06:10-07:22 – Review of Sprite ad.
07:30-08:47 – Discussion of the Nissan ad.
14:03-15:42 – Commentary on the Canadian Football League diversity ad.
15:52-19:10 – Analysis of the Procter & Gamble ad.
19:12-20:00 – Ranking the worst woke ad.

Tone & Style

Knowles employs his signature blend of satirical humor and critical commentary. He lampoons the sometimes forced or illogical nature of woke messaging in advertisements, occasionally adopting exaggerated personas to emphasize his points, but always maintains a playful, conversational approach.

Conclusion

Michael Knowles concludes that while woke advertising may be waning in obviousness, remnants persist in surprising—and sometimes bewildering—ways. The real irony, he suggests, is that the new generation of ads tries to conceal their progressive messaging within traditional commercial pitches, which often leads to strange and ineffective results. His satirical critique serves not only as entertainment, but as a cultural commentary on current trends in corporate marketing.

Transcript

A (0:00)

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And Doug, here we have the Limu Emu in its natural habitat, helping people customize their car insurance and save hundreds with Liberty Mutual. Fascinating. It's accompanied by his natural ally, Doug. Uh, Limu is that guy with the binoculars watching us. Cut the camera. They see us. Only pay for what you need@libertymutual.com Liberty Liberty. Liberty. Liberty Savings Ferry. Underwritten by Liberty Mutual Insurance company and affiliate excludes Massachusetts. I have terrible news for you folks. We all thought that WOKE had been exterminated. And it largely has been. However, little traces linger on, little hints of liberalism linger on. And there's a silver lining to that. It means that there are in fact, more WOKE commercials for us to see. My producers have assembled them. We will find them. We will. We will find the Libnus. We will identify it. We will quash it forever. Take it away. More importantly, we agreed that our role as his parents was not to change him, but to love him. We also knew. Hey, we had to do everything in our power. It's fine. I wanted to. You okay? Hey, Sam. Yeah. Here. Have fun tonight. Listening brings us closer. Audible. So, okay, it used to be the commercials just led with all the woke, so you couldn't even identify what the company was. That was the game. Okay, now you don't have to do that. Now, at the very least, we can say that in the WOKE commercials, they are leading with the product. That's an improvement. And there's even something to like. You know, the kid is like, I'm having strange thoughts and desires about sex. And maybe the dad says, okay, buddy, well, you know, you try to be like, kind of nice about it. It's the part at the end that's a little much. He's gay, but he has a special connection to classical music. He's there with the guy. It's the son with the guy. And they pull their hands away and then the dad's like, hey, say, kid, here's a six pack of Miller, some poppers and keys to my car. You go get crazy. Kids audible Jane Austen novels. Okay, all right, next one. Yeah. As a kid growing up, see, everyone's looking at freckles. Didn't really like it. I mean, we are used to. But comment. I looked at it as something that only motivated me to go harder. I used to get upset by it, but then I realized none of it really matters. How do you say I love you inside? It doesn't matter what people say. Everyone's entitled to their opinion for sure. Learning all you need is love all you need is love all you need is love, love Love is all you need Love is all you need that's right. Want a Sprite? Cranberry? All right, I take it back. I thought the new commercials were at least leading with the product. You want a Sprite? But I. If you said Michael list 1500 products that that ad could be selling, I would not have guessed. Sprite, McDonald's, Sprite. Boy, when did that ad come out? There's no way that's a 2025 ad. That ad has very strong 2022 energy. I don't believe that that's a new ad. We'll look it up later. Next one, your journey. But your road to the Kennedy center, your drive. Whoever you meet along the way, wherever you go, whoever you become, we're with you. Along for the ride. Oh, it's so good they led with the product. It was like, hey, Nissan, no one's buying our cars anymore. Maybe we can pander to the gays. Well, did it work for those people? No, it never does. I mean, these people somehow delude themselves into thinking it might, but. But it might work for us. Our company is in serious distress. Maybe if we pander to the gays especially. I don't know when that commercial came out, I'm gay in a way that would make sense that that were a new commercial because Nissan's having serious problems. And so maybe they're saying like, all right, this is a last ditch effort, you know, this is all right, let's see. No one's doing woke anymore. Maybe we could do woke and maybe that'll help prop up our sales, right? Now go to hallow.com knowles believe it or not, the Christmas season is right around the corner. And as much as we might like to avoid the chaos, the shopping, the wrapping paper, the half packed suitcases by the door, we cannot. The best thing we can do is lean into the season and do it rightly, to rediscover peace and purpose in the midst of all the noise. Oftentime, Advent becomes a mere checklist. Gifts, travel, dinner, decorations. But it's worth asking, why do we have so much to do? What's it all for? That is one of the many reasons I'm excited for what my friends at Hallow are doing this year. This Advent, Hallow is leading a powerful challenge called Pray 25 Be Still. It is an invitation to step out of the modern frenzy and enter into the real story of Christmas, one that was anything but calm or comfortable. Think about this. A young mother whose life has just been upended, a good man mocked and misunderstood, and a tyrant seeking to kill their child. Yet they found peace in the midst of it all. Throughout Hallow's Pray 25 Advent Challenge, you will meditate on Psalm 46, be still and know that I am God. You will hear excerpts from the Read of God, an incredible book by a really remarkable woman, and the ruthless elimination of hurry. It is a way to experience the Nativity not as some sentimental scene, all saccharine, but as a moment of profound stillness, profound and divine order in a broken world. So before you get lost in wrapping paper and travel plans take time. This Advent to be still. Center your days on prayer, on silence, on the peace that only Christ can bring. You can get three months free of Hallow right now. Hallow.comKnowles K W L E S get three months free of the number one prayer app. We are a league as diverse as a country. A league of Jacksons and Quongs, Eliminians and Mesams, Moscas, Custices, Sinopolis, Shigers and Burrises. A league of Reeds, Reiches, o' Shea's. Who? Oshag, Hennessy and Awusu answers. A league where what makes each of us different makes all of us stronger. Canadians have football. That's fine. It's Canada. You gotta grade Canada on a curve. I don't. I would never make the claim that woke is dead in Canada or whatever. America's evil top hat. That's fine. There any like Smiths? It's like. I don't. O' Shea, I guess is close. But the Irish, I don't know. Okay, that's fine. I Don't care. Canada. Canada can do what it likes until it's the 51st state. They can do what they like. I do feel it's much better for Canada. Next one. Procter and Gamble is always Procter. I experience racism and prejudice every day. I see the eye line of someone who's afraid of one who looks like me. When we see black faces on television, they are mostly negative. When I see stereotypes in TV and movies and film, it's disappointing. It makes me sad. They only want to see us either as slaves or thugs. I noticed I was always getting thug roles, something that warranted aggression growing up and seeing certain caricatures of black people in commercials, in films, and that being a direct line to racism. It's so beautiful when you see stories of everyday people and how showing the family dynamic in reality would be a great thing. Procter and Gamble. Okay, again, they led with it. But what's the thesis of the commercial? Is that, you know, all prejudice. Prejudice, which is something that all human beings constantly, necessarily engage in because we don't have the time or the resources to rationally analyze every single thing we do all day. So we all engage in some kind of prejudice. Some of it's unjust. Some of it is totally justified. They're saying the reason that people have prejudice, especially racial prejudice, is because of the media. I think, first of all, the media are all making ads like Procter and Gamble. That was last year. This year, I'm trying to earn a living. What are you talking about? The media are doing the exact opposite of what you're suggesting. But it reminds me of a Chris Rock bit where Chris Rock said he was like, yeah, people are always blaming the media for racism. Whatever. Like, I tell you what, when I go to the Money Machine later tonight, I'm not looking over my shoulder for the media, that's for sure. Oh, no, the media's coming to get me. It's like, oh, no, Walter Cronkite. Okay, I'm sorry, I'm sorry. He's ruining. He's butchering it. Could you just let me. Every time. Every time black people want to have a good time, some ignorant ass. So anyway, that's not the worst one. The most egregious one, I guess, is, oh, it's between Sprite and the gay. Like, hey, kids, take the car out tonight. Get wild. Hey, kids, did you ever hang around a gymnasium? Go hit the bathhouse. Get crazy. Here's some drugs. I'm accepting. Audible. Probably the audible. The audible one. This is probably the weirdest Sprite is coming up on the inside. Oh my goodness. The longest Sprite is a close runner up though. Okay. And hey, maybe this will be the last woke commercials we ever put up. Maybe they'll all be gone after this. Only time will tell. I'm Michael Noel. See you next time. It's okay not to be perfect with Finances Experian is your big financial friend and here to help. Did you know you can get matched with credit cards on the app? Some cards are labeled no Ding Decline, which means if you're not approved you they won't hurt your credit scores. Download the Experian app for free today. Applying for no Ding Decline cards won't hurt your credit scores if you aren't initially approved. Initial approval will result in a hard inquiry which may impact your credit scores. Experian Kay Jewelers Early Black Friday Sale is happening now. Get up to 50% off Black Friday deals and up to 40% off everything else. Don't miss this sale. Start your season with savings only at K. Exclusions apply. See k.com exclusions for details.