And how would you like morning shave, sir — with hot lather or a sermon? Gillette, a brand owned by Procter & Gamble, sells both, though if the past is prologue it may regret its decision to hop aboard the virtue signaling bandwagon.
Riffing on its decades-old slogan “The Best a Man Can Get,” the razor company is now preaching the ills of toxic masculinity, bullying, and harassing women in a new ad campaign.
That all men are bullies (which logically leaves no one to pick on!) and harass women are givens, according to the ad, which, as The Hill notes, “comes just days after the American Psychological Association (APA) officially labeled ‘traditional masculinity’ as ‘harmful.”
The company is quoted as saying in a statement:
It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. … From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.
Interesting that Gillette should profess to “challenge the stereotypes and expectations of what it means to be a man” when the company is promoting one of its own in this fatuous ad.
Not surprisingly the hashtag
#BoycottGillette is already trending on Twitter, along with tweets like the following:
Appalling attack on men. All men need to step up and confront this complete nonsense insinuating all men somehow are bad at some level.
— Dan Silver (@DanSilverAg) January 14, 2019
Will Gillette eat its words?
According to NBC News, Gillette is now facing a boycott, saying the “…message was met with backlash from some, with claims it was too political and painted all men as bullies or sexual harassers. The YouTube video, which has been viewed more than 2.8 million times, has almost 250,000 dislikes, while others took to social media to respond to the campaign.”
The report adds:
Television personality and journalist Piers Morgan said on Twitter: “If Gillette made a commercial predicated on women being bad & this is how they can all be better… the same radical feminists loving this ad would go nuts.”
Will Gillette take note? Probably not.
According to the BBC:
“We knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn,” adds (Gillette president) Gary Coombe.
“Effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of Respect, Accountability and Role Modelling in the ads we run, the images we publish to social media, the words we choose, and more.
“For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”
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