Discovery just launched a peppy new promo video to mark its latest global rebrand. There’s just one tiny problem.
That’s right, the huge company forgot to represent 50 percent of the human race in a campaign sprawled across both social media and TV. If that wasn't enough, it comes with the catchy tagline "The World Is Ours" while the planet spins in a giant D in the bottom right-hand corner.
“It was important for us to remind our fans who we are at our core while extending it out to the next generation," Discovery’s Group Vice President of Marketing said in a press release.
In the video, various male presenters lip sync to the song Hooked on a Feeling while trying their hardest to look like Indiana Jones. You can watch a shortened version, which Discovery posted to Twitter, below, or check out the full-length version here.
In the shorter version, the only female representation comes in the form of a scantily clad woman being led through the forest by a man. If you watch the full version, you will spot two more women, each on screen for a second while receiving a high-five. Meanwhile, the ad features well over 20 men.
Elephants are literally better represented than women.
Luckily, the Twittersphere was quick to respond, calling out the blatant lack of diversity and insinuation that only men can be scientists, explorers, and TV presenters.
Some even noted that the ad doesn't just promote sexism, it has an anti-environment sentiment too.
While others had some questions for Discovery's HR department.
However, the best responses to the ad campaign come in the form of parody videos that highlight the fact that, yes, despite what Discovery says, women can be scientists too.
One was made by a group of female scientists – including biologists, volcanologists, science communicators, and paleontologists – who teamed up to create something pretty awesome. In their rival video, they show that #ScienceIsForEveryone, not just men.
Twitter user Gem created another video that highlights all of the notable women working in science and science communication today, from renowned primatologist Jane Goodall to badass teen climate activist Greta Thunberg.
Meanwhile, neuroscientist Teagan Wall produced her own video to showcase the vital work of female scientists around the world, equipped with the hashtag #ItsOurWorldToo.
Over two-thirds of researchers in the fields of science, technology, engineering, and mathematics are currently men, but as this latest debacle shows, women are defiantly fighting back.
Ladies of science, we salute you.