This Gillette ad supporting #MeToo movement is hard hitting
Gillette, the popular shaving supplies brand, recently released an advertisement that plays on their popular 30-year-old tagline 'The Best A Man Can Get'.
The radically new campaign instead modified itself to a post #MeToo era and raised the question 'Is this the best a man can get?'.
Naturally, the ad drew criticism from men's rights activists who felt their masculinity was being attacked.
Ad urges men to be the best versions of themselves
The advertisement is a scathing critique of toxic masculinity that allows objectification in pop culture, mansplaining, bullying, and using cliches like 'boys will be boys' to justify flawed behavior.
It then shows several reports of #MeToo and shows instances where men urge other men to respect women and not exercise male violence.
The ad asks men to be the best versions of themselves.
Advertisement part of Gillette's broader aim to challenge male stereotypes
Procter & Gamble-owned Gillette has confirmed this ad is aimed at promoting "positive, attainable, inclusive and healthy versions of what it means to be a man".
Gillette has also pledged to donate a million dollars for 3 years to non-profitable organizations 'designed to inspire, educate and help men of all ages achieve their personal "best" and become role models for the next generation'.
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Gillette promises to actively challenge stereotypes
Gillette said "... we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more".
Practising what they preach: Gillette cancels endorsement with Hardik Pandya
Notably, Gillette's stance against toxic masculinity has been seen in action.
A company spokesperson said Pandya's contracts with Gillette had been dropped since his comments did not reflect the values of the company.
Gillette is indeed walking the talk!
Men's rights activists and the right wing take offense
The video sparked massive online outrage from men's rights activists and several right-wing individuals on social media.
Most called out the advertisement for spreading false suppositions and portraying men as would be abusers and creeps.
Another cause of outrage was that a woman, Kim Gehrig, had made an ad for a male product. Several individuals threatened to stop using Gillette's products following their advertisement.
Love the shattering sound of fragile male masculinity
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.— Piers Morgan (@piersmorgan) January 14, 2019
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
Ironically the negative reactions justify the need for the advertisement
Ironically the negative reactions prove the advertisement's point.
People disliking the advertisement, thinking it to be an attack on masculinity are part of the problematic culture that builds male stereotypes, expecting people to conform to the same.
Now that the experts are speaking, can the alpha males please shut up and listen?
Most asked questions
What is objectification?
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Is this Gillette ad available online?
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What is toxic masculinity?
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What is #MeToo?
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