New Gillette advert addresses 'toxic masculinity' and MeToo movement
New Gillette advert addresses 'toxic masculinity' and MeToo movement
P&G Urges Men to Lose Their ‘Toxic Masculinity’ in Gillette Razor Ad Gillette YouTube14 Jan 2019
16 January, 2019, 12:47
A line of them, standing behind smoke wafting up from their grills, recites "boys will be boys will be boys will be boys".
The news organization itself has come under fire numerous times for sexual harassment allegations against employees, including former Chairman and CEO Roger Ailes.
The commercial in question takes a critical look at manhood in the age of the #MeToo movement, running the tagline "the best a man can be" against a montage of men challenging each other to overcome stereotypical bad behaviors associated with "masculinity".
Similarly, the new Gillette ad calls on guys to be the "Best A Man Can Be" by urging them to ditch sexist and bullying behavior, and end the culture of "toxic masculinity" once and for all. "It's been going on far too long". Bravo @Gillette for taking a stand. The YouTube video had been viewed more than three million times by Tuesday morning, while an accompanying tweet had almost 50,000 retweets and more than 120,000 likes.
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Over on Twitter, users are calling out the brand for the way it portrays men and its #MeToo rebrand.
Television personality Piers Morgan railed on Twitter about the ad, calling it "pathetic", "virtue-signalling" and "a direct effect of radical feminists" who are "driving a war against masculinity". Also, I use gillette to shave my corners!
And here I thought it was feminists who were supposed to be sensitive snowflakes, always looking for stuff to be offended by. In a call to be "the best men can be", the video concludes with a narrated reminder that "the boys watching today will be the men of tomorrow".
Cue the snowflakes attacking, but we'll get to that in a bit.
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And these messages can be damaging over time. The first organisation they picked is a quintessential institution of American childhood-The Boys & Girls Clubs of America. It's not hard to see how a boy raised to "conquer" and "dominate" on the football field might start to feel the same way about the bedroom.
"I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity", he wrote on Twitter.
While the Icelandic Ministry of Foreign Affairs paid tribute in a tweet on Tuesday, many men felt insulted.
On the website, Gillette explains that it created the campaign because it believes it has a role to play in influencing cultural perceptions. "Most advertisers advertise, and no one notices because there is so much noise in the marketplace, so just getting noticed Is a big win, especially for low-interest category like a razor".
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