My colleague Kira Davis reported on this case of WOKE virtue signaling gone horribly wrong.

The CEO of a Denver-based oil and gas company has launched a campaign to push back against thoughtless corporate wokeism in epic fashion.

Chris Wright is the CEO of Liberty Oilfield Services and was moved to spearhead a publicity campaign against popular outdoor recreation supplier The North Face after they reportedly rejected providing coats for the employees of a Texas oil and gas company. The North Face said such a move would violate their “brand standards” and compared it to providing products to the pornography industry.

The campaign has launched a website and erected billboards around North Face’s offices in Denver. The social media arm of the campaign has been named “Thank you, North Face.”

It’s less than two minutes and is well worth the chuckle. It’s also an exceptionally smart counter to this ridiculous level of so-called conscious corporatism.

When Virtue signaling backfires

— mike gonzales (@gonzoblue42) June 7, 2021

The tweet and the video did the work of not only bringing a smile to faces, but pointing out NorthFace’s lack of foresight in its hypocritical stance.

Hilarious. I love it. Irony is fun.

— Lane (@XUnfairDestinyX) June 7, 2021

It is indeed, and only the intelligent truly get it.

People really don't know how much stuff is produced with petroleum.

— 69 Nova (@ChevySSNova) June 6, 2021

I guess. You would think a company that makes environmentally sound (we suppose) and durable, temperature-controlled clothing would know how they produce their own product. Guess when you mostly outsource to China, Vietnam, and India, you lose some of that knowledge of quality controls.

But it’s not Liberty Oil’s problem that NorthFace’s marketing team has no idea that the non-renewable petroleum derivatives that fleece is produced from is still… petroleum.

Duh.

HERE HERE NORTH FACE! I SALUTE YOU! Now, keep this up! This winter I expect you to not use any of that dirty natural gas to heat your house! And Bike everywhere , don't use gasoline, and EVs are fuelled by Electricity made from fossil fuels! WE STAND WITH YOU NORTH FACE!

— Strongopinions (@GlenStrong2) June 7, 2021

Alas, some of the environmentalist wackos (as the late Rush Limbaugh lovingly referred to them), still failed to see the point, and tried to cast shade on Liberty Oil’s epic burn of NorthFace in the name of the free market!

only North Face won't lead by example. Which makes them nothing but virtue signalling hypocrites. Get it?

— What a world… (@clujer1980) June 7, 2021

Nah. Rob Honeycutt is about as useful as a Tesla in a snow storm. That petroleum-powered SUV keeps working in the cold. Alas, that renewable energy electric vehicle, cannot.

We love the free market until said free market does something we disagree with. The rampant hypocrisy is on your end.

— Allison P (@AlCatJDP) June 7, 2021

Another tweeter, Alison P. displayed a level of dim bulbness not seen since… Rob Honeycutt.

oh but you have no problem using plastics and your car while slamming the oil and gas industry…… WOW you are so with it.

— Ken Swan (@redrktracing) June 7, 2021

These people need to look up the definition of three words: 1) irony; 2) hypocrisy; 3) free market.

And then they need to work on a sense of humor, it that is at all possible.

Liberty Oil = 2. NorthFace = 0.