Gilette recently released a new advertisement for their razor which went viral for raising awareness on controversial issues such as bullying, the #metoo movement and toxic masculinity. However, you might have been living under a rock and have no idea what any of these things are. So first I will tell you.
What These Phrases Mean
In a previous blog post, I discussed the #metoo movement in greater detail. In summary, it was a surge of women coming forward with their stories on sexual assault. Mostly on social media and against Hollywood moguls like Harvey Weinstein.
Toxic Masculinity, also known as hegemonic masculinity, is the term for narrow repressive ideas about the male gender role. It’s the exaggeration of typical masculine traits like being violent, unemotional and sexually aggressive. Someone with a toxic masculinity ideology would think that men who act too emotional or aren’t violent enough are not ‘real men’. They would also consider women as inferior. However, I would personally define it as hyper-aggressive bro-culture. Think of Gaston from Beauty and The Beast… but multiplied into a large cult that hates all forms of expression and emotion.
(Disclaimer: I’m not saying being masculine is negative. If you like working out, watching football and wearing blue- that’s great. Good for you. However, if you think that anyone who doesn’t enjoy any of those things is ‘gay’ or less of a man than you then (spoiler) that’s toxic.)
Lastly, bullying is the action of harming, manipulating and intimidating someone perceived as vulnerable.
The Best A Man Can Get
Essentially, the slogan and aim of the short film produced on Youtube were to show men how to be the best man they can.
Equally, the notion of the video is to urge the men of today to set an example to their children (AKA: the men of tomorrow).
Just like this video is aiming to set an example for anyone watching.
Gilette’s website claims “we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”
However, the majority of men on the internet are outraged at the notion they aren’t all already doing their absolute best.
— Emily Roney (@Emily_Roney_DPU) January 16, 2019
Similarly, the video received praise and hilarious hate comments on Twitter. Please look at the Twitter hashtag ‘#GiletteAd’. I beg of you.
The general public is even confused about why people are offended by the advert. Sure, it showed the bad things men have done but it also showed them fixing their mistakes and doing better.
Can someone please tell me what’s wrong with the #GiletteAd? It’s calling for men to pick up other men, stop them when they see them doing something wrong. It’s not saying all men are bad, it’s saying prevent those that are from doing bad
— Kenny Strait (@ayyoitskenno) January 16, 2019
Nonetheless, some Twitter users have taken to social media to try to explain to the ‘broflakes’ what the video meant… Since there are so many strange interpretations.
In fact, there are even women defending it as just ‘boys being boys’. Some even say it’s just ‘real men’ being masculine. It’s a tad ironic.
Gilette Ads is so dumb … Please let boys be boys and let Men be Men .. You don't tell Men how to act .. LGBTs and Chronic Feminists wanna force their stupid ideology into our society , Not gonna work ..stay WOKE. Stay Traditional , Stay Natural.. Defend Masculinity #GiletteAd
— Duke of the West (@the_influenzer1) January 16, 2019
The new #GiletteAd calls out bullying, violence, and sexual harassment/assault and people are upset about it? None of these things are acceptable. None of these things are masculine. They are toxic and their time is up.
— Laura Phipps (@laura_phipps) January 15, 2019
It’s become clear that the mob of men offended by this advertisement are the ones that it was targetted towards.
The ones that harass women, thrive on violence and really don’t want that toxic cycle to end in this generation. Those are the people who Gilette wants to change.
“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.”
It’s not at all surprising that the goons offended by this advert chose a hilarious knee-jerk response… Waste their own money by throwing away any Gilette products they bought.
I truly do find it upsetting seeing responses like these to the #GiletteAd, but the thought of this guy having to fish this back out of his toilet makes it a little bit better. https://t.co/rMw1YI89oE
— Tinks (@t4ila) January 16, 2019
Vilifying, reducing your target audience to sexist stereotypes, and telling them to 'do better' relative to a delusional feminist-made caricature of men is a weird marketing strategy. The few toxic @Gilette products I own are now in the trash #GiletteAd
— Dylan (@Siniverisyys) January 15, 2019
What You Should Take Away
To summarise, this advertisement doesn’t actually offend anyone.
Moreover, you can still pride yourself on being masculine, that doesn’t hurt anyone.
Masculinity only becomes toxic in instances like the advert shows. Bullying, sexually harassing women or even just letting your friends get away with these things is awful. They set a bad example for our future generations and, like Terry Crews said, you cannot just laugh it off. Step in and stop it.
In addition to this, since Gilette is already trying to change for the better…
— Dannah (@dannahco) January 16, 2019
To see more visit my Twitter @feminist_tired where I’ll let you know when I next post here and give you further information!