Business

15 Jan 2019

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.

Details

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.

Broader intent

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".

Pandya angle

Practising what they preach: Gillette cancels endorsement with Hardik Pandya

Notably, Gillette's stance against toxic masculinity has been seen in action.

They canceled their endorsement of Hardik Pandya, the Indian cricketer, who came under fire for misogynist and racist comments on talk show Koffee With Karan.

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!

Reactions

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

Opinion

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.

Notably, the American Psychological Association has recently officially deemed toxic masculinity harmful.

Now that the experts are speaking, can the alpha males please shut up and listen?

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Most asked questions

What is objectification?

Is this Gillette ad available online?

What is toxic masculinity?

What is #MeToo?

More questions

What is objectification?

Asked 2019-01-15 18:29:33 by Abhinav Malhotra

Answered by NewsBytes

Viewing individuals or parts of individuals for mere sexualization is called objectification.

Is this Gillette ad available online?

Asked 2019-01-15 18:29:33 by Hemant Pillai

Answered by NewsBytes

Yes, the Gillette advertisement can be viewed online on YouTube and we have attached the advertisement to our timeline as well.

What is toxic masculinity?

Asked 2019-01-15 18:29:33 by Aadhya Rathore

Answered by NewsBytes

Toxic masculinity is basically hypermasculine tendencies that males are expected to follow.

What is #MeToo?

Asked 2019-01-15 18:29:33 by Paridhi Kapoor

Answered by NewsBytes

#MeToo is a movement where survivors of sexual assault can call out those in power who assaulted them.

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