Masters of Spin - Shoegate, Apple V Google and McDonalds Wee break
Friday, February 22, 2019 at 4:21PM
Matthew Bywater

On Masters of Spin we discussed the Shoegate controversy around Prime Minister Scott Morrison, Apple attacking attacking google McDonalds getting themselves into a wee bit of PR backlash.

Watch the segment here

Monique Wright: Welcome back. Well, now, to the case of what were they thinking? Although, I'm pleased that they did, because it's given us a lot of enjoyment. A family photo featuring the Prime Minister has been exposed for one rather obvious flaw. Now, the image shows Scott Morrison with two left feet.

Basil Zempilas : Now, a couple of questions, obviously. Why and how? How do you get it wrong in the first place, and why is he not wearing those sort of shoes anyway? As it happens with all political scandals, the suffix gate has been added, making this one Shoegate, and it's become a very popular topic on social media.

Basil Zempilas : But the PM says he'd rather have his lack of hair Photoshopped than his shoes. He had to say something, didn't he? Advertising experts Matthew Bywater and Dee Madigan. How, why?

Dee Madigan: Well, you see, I have a theory on this. It's actually really easy to clean up shoes, they could have whitened his existing ones. No graphic designer, no matter how incompetent, would Photoshop something this badly, and put two left feet on. I reckon someone hates him.

Basil Zempilas : And done it on purpose?

Monique Wright: Oh, do you think it's a deliberate-

Dee Madigan: Totally. There's just no way you could ... A) you didn't need to do it. You could have whitened his own shoes. But even then, did we even need to? I mean-

Matthew Bywater: I don't know what he's doing there. Got [inaudible 00:01:05] little feet [crosstalk 00:01:03]-

Dee Madigan: ... he puts across the daggy dad persona. The current shoes that he had on looked fine.

Monique Wright: Yeah.

Matthew Bywater: Yeah. Well, he apparently has had no idea this was happening, and it was going to be Photoshopped.

Dee Madigan: Yeah, so that's fair.

Matthew Bywater: And the response from the Prime Minister's Office was terrible. It was a very clinical, politician type speech, which I thought was a terrible response. I liked his response.

Dee Madigan: Yeah. It needed to be funny, like he did, yeah.

Matthew Bywater: About the hair, Photoshop my hair. That was kind of-

Dee Madigan: Yep.

Matthew Bywater: But The Prime Minister's Office response, terrible.

Basil Zempilas : These are some of the alternatives that have been doing the rounds. But I mean, really, they shouldn't be tampering with this stuff anyway. I mean, he is the Prime Minister of Australia. If you're going to ... you've got to get it right if you're going to do anything.

Monique Wright: We want to be able to trust-

Basil Zempilas : They got it horribly wrong.

Monique Wright: ... what we see.

Basil Zempilas : Absolutely.

Dee Madigan: Also, the criticism leveled at him is he's a bit markety, a bit spin. So this is exactly the last thing you should be doing.

Monique Wright: And of course it had nothing to do with him. Somebody else has taken over. All right. Moving on now.

Monique Wright: McDonald's found itself in hot water this week over a message to staff from one of its franchise owners. Now it's all over a union push to have a 10 minute break included in workplace agreements. So employees legally get time for the toilet and a drink, but the boss argues if the new break rule was enforced, staff wouldn't be able to leave their post anytime outside that 10 minute window. He wrote, "I hope to God you don't get thirsty on your next shift."

Monique Wright: An angry email can cause huge amounts of problems for a company.

Dee Madigan: This is terrible. If you're on your feet for four hours, you get your 10 minute paid break. For them to say that you can't have a toilet and a water break, they're basic workplace rights, they're basic human rights. This is terrible stuff from Maccas.

Monique Wright: But wasn't he saying, "Look, it's sort of on an as-need basis. If you need to go to the toilet, go whenever you want, have a break when you need to. Just say that you need to go.".

Dee Madigan: But it's not in lieu of your paid 10 minute break, and you should be able to ... 10 minutes, you should be able to just ... four hours, sit down for 10 minutes-

Matthew Bywater: I wasn't supposed to speak here, but [crosstalk 00:02:48] saying something.

Dee Madigan: ... that's not unreasonable.

Matthew Bywater: And we know the staff won't be getting supersized drinks either.

Basil Zempilas : Very true.

Basil Zempilas : Hey, the smartphone wars are alive and well. At the Las Vegas Electronic Show, this is really interesting-

Speaker 5: Do you know why, though? Do you know why it was-

Matthew Bywater: No, [crosstalk 00:02:58] it wasn't ... Yeah.

Basil Zempilas : ... Apple took a swipe at Google-

Matthew Bywater: No, [crosstalk 00:02:59] wasn't-

Basil Zempilas : ... with a billboard which reads, "What happens on your iPhone stays on your iPhone," an obvious attack on the privacy breaches. Does this sort of attacking the man, rather than playing the ball, does it work?

Matthew Bywater: It often works for a challenger brand, which you'd argue Apple's no longer a challenger brand, but they've always done this. This PC versus Mac thing, the classic ads going back 10 years ago. I think Apple generally have gotten away with it.

Dee Madigan: But the problem with this is, yes, an iPhone is actually more secure, except you have all these third party apps on it. And we all do, that are no more secure than anyone else's. So most of the stuff on there isn't particularly secure.

Monique Wright: Yeah, they couldn't put that-

Basil Zempilas : It's a good story, though.

Monique Wright: ... addendum up on the big wall there-

Dee Madigan: Yeah, yeah, a big asterisk.

Monique Wright: It didn't fit. All right, thank you Matthew, Dee, good to see you.

Basil Zempilas : Just checking shoes to see if anybody's been Photoshopped-

Speaker 5: Was that today?

Monique Wright: Why would you need to Photoshop these?

Basil Zempilas : No, they look pretty real, don't they? Yeah, no, there they are. Genuine article. No holes, I hope.

Basil Zempilas : Coming up on Weekend Sunrise, the Aussie institution that's turning 150, and now attracts a million visitors a month.

 

 

Article originally appeared on Matthew Bywater | Marketing Strategist & Media Commentator (http://matthewbywater.com/).
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