Gent

$250M spent on ads | Performance Creative | Scaling brands

[Gent @geentibb]

If I were scaling a DTC brand today, I’d stop asking:

“How many new ads should we make?”

I’d start asking:

→ Which customer pain haven’t we addressed?
→ Which buying objection haven’t we answered?
→ Which creative angle haven’t we tested?

[Gent @geentibb]

Unpopular opinion:

The future of performance creative doesn’t belong to the people who know the most AI tools.

It belongs to the people who understand customers well enough to know WHAT to create.

Tools are becoming a commodity.

Creative judgment isn’t.

[SNEAKO 🇺🇸 @sneako]

Serbia is just the Israel of the Balkans

[Tucker Carlson @TuckerCarlson]

According to an informed federal official, in the coming months the Trump administration plans to send a total of 40,000 Mark 84 and Blu-117 bombs to the government of Israel. Each bomb weighs 2,000 pounds. This appears to be the largest transfer of conventional explosive ordnance from the United States in modern history.

How big is this shipment? It amounts to 40,000 tons of bombs. For perspective, the largest American air raid of World War Two was the Eighth Air Force’s attack on Berlin in March of 1945. Combined, the 2,023 Allied aircraft involved dropped about 3,000 tons of bombs. That’s 7.5 percent of what Trump is sending to Israel. That same month, March of 1945, the US Army Air Forces began the single most destructive bombing raid in human history, Operation Meetinghouse over Tokyo. More than 100,000 Japanese civilians were killed. By the end of that operation, the US had dropped 1,600 tons of bombs. That’s four percent of what Trump is sending to Israel. World War Two ended five months later, when the US dropped an atomic bomb on the city of Hiroshima. The shipment Trump is sending to Israel amounts to more than three times the destructive power of that nuclear explosion. There is no precedent for what the Trump administration is doing.

Nor is there a justification. The government of Israel is not fighting World War Two, or even a war. It is engaged in periodic skirmishes with a guerrilla force in Lebanon, and it is working to exterminate an unarmed civilian population in Gaza. Neither front requires modern 2,000-pound bombs.

An American-made Mark 84 has a destruction radius of half a mile. It releases a thermal wave the temperature of the surface of the sun. Within 100 feet of the explosion, rock melts and human flesh turns to vapor. The bomb collapses apartment buildings and leaves craters thirty-five feet deep. Until the war with Iran, the US military generally avoided using the Mark 84 in urban areas. It kills too many civilians.

For the Netanyahu government, that’s been the upside. In the weeks after October 7, the IDF dropped nearly six hundred 2,000-pound bombs on densely populated areas in Gaza, including on more than 100 officially designated civilian evacuation zones. The slaughter was so grotesque and embarrassing that for a moment the Biden administration paused a shipment of Mark 84s. Those shipments quickly resumed under Trump. Now they’ve accelerated.

It’s hard to overstate the scale of the crime the Israeli government is committing in Gaza. Over the last three years, more than a quarter-million Palestinians have been killed or wounded by Israeli forces there. The majority of them have been noncombatants: women, the elderly and tens of thousands of children. Many thousands more remain missing, presumably entombed under the rubble of 200,000 collapsed buildings. So far the Israelis have destroyed 92 percent of all homes in Gaza, and 34 of the 36 hospitals. By comparison, the 1945 Allied bombings of Dresden, now acknowledged as a war crime, destroyed about half of the city’s inhabited buildings.

By any definition, what the Netanyahu government has done in Gaza is genocide. The 40,000 new bombs the Trump administration is sending will be used to do the same in Lebanon, and likely in other countries in the region. If you wanted to extend the Iran war into the indefinite future, this is exactly what you’d do.

So far none of this has received public scrutiny. At some point, inevitably, it will be described in media accounts as an “arms sale.” It is not an arms sale. It is a gift, funded by American taxpayers through the Foreign Military Financing program, an arrangement designed to disguise welfare as capitalism: Congress appropriates money to the executive branch, which transfers the cash to Israel to “buy” American-made weapons, in this case from General Dynamics. Politicians claim this is a win for America. Most voters have no idea they paid for it. The bill in this case is about $3 billion. Add that to the $352 billion the US Treasury has transferred to Israel since 1951.

How did this happen? The request for 40,000 new high-explosive civilian-killing bombs originated at the US Embassy in Jerusalem, which is run by Christian Zionist Ambassador Mike Huckabee and his aide David Milstein, who is the stepson of Fox News host Mark Levin. From there it moved to the State Department, where Marco Rubio enthusiastically approved it.

At this point, only four more people need to sign off before the bombs ship to Israel: Senators Jim Risch and Jeanne Shaheen, the chairman and ranking member of the Senate Foreign Relations Committee; and Congressmen Brian Mast and Gregory Meeks, the top two members of the equivalent House committee. All four are committed neocons. Collectively they’ve taken millions from the Israel lobby. In 2015, Brian Mast traveled to Israel to volunteer for the Israeli military. In 2023, Mast showed up in the House of Representatives wearing an IDF uniform.

It’s hard to imagine any of them hesitating before sending more free bombs to Israel. Only public outrage can stop this.

[Pedro Sánchez @sanchezcastejon]

Quienes consideran que ondear la bandera de un Estado es “incitar al odio”, o han perdido el juicio o han sido cegados por su propia ignominia.

Lamine solo ha expresado la solidaridad por Palestina que sentimos millones de españoles. Otro motivo más para estar orgullosos de él.

[Tucker Carlson @TuckerCarlson]

As the US is dragged into another foreign war, it's worth knowing about the man who forced us into it. Watch the film so revealing that it's banned in Israel. The Bibi Files streaming now on TCN.

[Clash Report @clashreport]

Tucker Carlson:

I don’t want Israel to be destroyed.

I don’t want any country to be destroyed at all.

[Pedro Sánchez @sanchezcastejon]

La posición del Gobierno de España ante esta coyuntura es clara y consistente. La misma que hemos mantenido en Ucrania y Gaza.

No a la quiebra de un derecho internacional que nos protege a todos, especialmente a la población civil.

No a asumir que el mundo solo puede resolver sus problemas a base de bombas.

No repitamos los errores del pasado.

NO A LA GUERRA.

[Tony Seruga @TonySeruga]

A country run by banks will
always be in debt

Healthcare run by Big Pharma
will never cure disease

A state run by war
will never know peace

A nation run by media
will never know the truth

[Candace Owens @RealCandaceO]

Remember guys, whenever Israel bombs any country or innocent child, it’s because Hamas and human shields.
But if anybody retaliates against them, it’s an automatic holocaust.

[Machiavelli @TheRISEofROD]

🇮🇱✡️ did 9/11

[The Saviour @TheSaviour]

🚨🇮🇷🇮🇱 The underground military base at Soroka Hospital

[Marc Botenga MEP @BotengaM]

I just requested, on behalf of @Left_EU, that the European Parliament condemn the illegal Israeli attack on Iran. But the mainstream political parties refused. When Russia illegally attacks Ukraine, they condemn it. When Israel illegally attacks Iran, they refuse to do the same

[Wally Rashid @wallyrashid]

Hey Europe!

I heard the U.S. is going to war with Iran.

Better start learning farsi, and enjoy a few million more migrants!

It must be done for Israel ❤️

[Ryan Dawson @RyLiberty]

Anti-Jupiterite

[Sulaiman Ahmed @ShaykhSulaiman]

JUST IN: PEOPLE IN GAZA ARE POSTING THEIR FINAL MESSAGES AS THE WORLD SCROLLS PAST

[The Resonance @Partisan_12]

Who predicted 9/11 & its exact location?
Who were found dancing on 9/11?

& The most important question:

Who benefited from the 9/11?

[ShanghaiPanda （ Account deactivation） @thinking_panda]

Funny fact:
Most of the "Trump products" in the Trump Store in Trump Hotel are made in China.😂
#MAGA

[Tucker Carlson @TuckerCarlson]

Whatever you think of tariffs, it’s clear that now is the worst possible time for the United States to participate in a military strike on Iran. We can’t afford it. Thousands of Americans would die. We’d lose the war that follows. Nothing would be more destructive to our country. And yet we’re closer than ever, thanks to unrelenting pressure from neocons. This is suicidal. Anyone advocating for conflict with Iran is not an ally of the United States, but an enemy.