WWE Continues Its Image Makeover

The kinder, gentler WWE?

In recent weeks, the wrestling company, once renowned for its focus on smackdowns and stylized violence, has launched an online promotional blitz that emphasizes its appeal to women and its commitment to fighting breast cancer and bullying.

Is this in any way linked to the Republican U.S. Senate campaign of ex-CEO Linda McMahon? Not at all, the WWE says.

"Five Million Women Watch the WWE" is the slogan appearing next to the video that's been popping up on news websites throughout Connecticut over the last month.

The 30-second spot features "WWE Superstar" John Cena in a black T-shirt and pink "Rise Above Cancer" baseball hat promoting charities, including the Susan G. Komen Foundation and the WWE's "Be a Star" anti-bullying effort.

"WWE has always been about family entertainment and today all of our programming is rated PG," Cena says. "Today, WWE is a global entertainment company. We are proudly dedicated to putting smiles on people's faces."

The spot was on the WTIC-radio homepage last week, right before the live debate between McMahon and Democratic U.S. Rep. Chris Murphy, next to the link for the Senate debate.

The online ad campaign comes several weeks after the WWE disclosed it was removing from YouTube and other websites some of the raunchier videos that had once been synonymous with the company's product. Those videos no longer fit the company's family-values image, the company said in September.

Murphy's campaign believes the Cena ad is aimed at softening the company's image and possibly helping McMahon along the way. The WWE has drawn criticism for what some say is a misogynistic treatment of women.



"Linda McMahon is desperately trying to get voters to forget about her work as CEO of the WWE demeaning women and selling sex and violence to children, and now the WWE seems to be working equally hard here in Connecticut to convince women that their programming really isn't all that bad," said Eli Zupnick, Murphy's spokesman.

Brian Flinn, senior vice president for marketing and communications for Stamford-based WWE, dismissed such claims. He says the spot is part of the wrestling empire's digital "brand image" campaign.

"WWE's digital campaign, which began in September, appears on Web sites including MSN.com, FOX News, Yahoo News and iVillage.com as well as local news sites -- avoiding political coverage -- such as Courant.com, CTPost.com and StamfordAdvocate.com," Flinn said in an email. "The purpose of the campaign is to highlight WWE's commitment to pro-social initiatives. Any implication or assertion that WWE is coordinating with Linda McMahon's U.S. Senate campaign is false; to do so would be unlawful and in violation of Federal Election Commission regulations."

Asked to comment on the advertising's proximity to the Senate debate and advertisements for McMahon's Senate bid on several state sites, Flinn said the WWE campaign "is part of a long-term initiative" in Connecticut "where WWE is routinely mischaracterized."

The women's vote in Connecticut is seen as critical in the Senate race. During her 2010 Senate bid, McMahon lost to Richard Blumenthal in part because of the Democrat's strong support among women.

source: ctpost.com