Friday 18-01-2019 - 14:34

The recent advert 'The Best Men Can Be' by Gillette tackles an issue that has been so prevalent in media of late – ‘toxic masculinity’. They highlight the controversial #MeToo movement, as well as issues such as bullying, catcalling and homophobia. Gillette said that it aimed to promote ‘positive, attainable and healthy versions of what it means to be a man’. 

The video has been trending worldwide and has clocked up nearly 20 million views on YouTube*. However, the public’s responses have been divided, with many people interpreting the brand’s message and intentions in different ways. 

“I think it’s important issue to tackle – yes, you can be masculine without having to show your bravado and masculinity all the time,” said VP Cheshire Andy Young. “I think it’s a really empowering message for people to get behind – and important that we inspire younger men to grow up without the stereotype of ‘boys will be boys’.” 
 
However, Education Officer Lucy Follon was a more critical of the campaign: “I like the conversations the advert has kicked off with people talking about gender, but I'm not quite in line with most of the messaging in the advert. In fact, there's a lot to criticise.

This advert doesn’t make me want to buy a razor, although as a woman I’m probably not the target market – I’m not sure why, I spent a lot on razors? With most of their products still gendered, it’s unsurprising that Gillette have realised that they need to ‘modernise’ but disappointing that they’ve gone for the ‘tampon advert approach'.

By ‘tampon advert approach’ I mean: you’re telling me I can become an astronaut because I'm a strong woman. You’re a tampon advert? Why do I need to be an astronaut? I just want you to absorb my period blood – thank you [tampon brand], I'm going to carry on eating my tea and not have a melt-down about my career every time I use a tampon… shallow marketing don’t you think? 

Gillette may care about gender equality, but not enough to stop gendering their products – in fact razor companies are usually whipped out as the prime example for enforcing gender barriers. For shaving of all things! I know! 

Maybe I'm overly suspicious of brand righteousness and performed ethics, it looks good to say you're a feminist brand on TV these days, right? I'm not buying it, and I'm not buying the razor either. But, maybe I've come down too hard on them when they're actually starting a really good and meaningful debate?”

Some of the responses world-wide have been far more polarising and strong, and this has been reflected on social media. There are around double the number of dislikes than likes on Youtube*

And the reaction on Twitter has been overwhelming. Some people are saying they will boycott Gillette’s products, some feel emasculated or insulted, and there have been many criticisms of Gillette’s previous marketing strategies and current practices as a company.

 

Well would ya look at my #Gillette... pic.twitter.com/VeoyPkoNhs

— Kristy Swanson (@KristySwansonXO) January 17, 2019

This was the #Gillette razor I was sent on my 18th birthday. It's been with me through basic training, four deployments, and seven moves. I've used it almost everyday for the past 15 years. But since @Gillette thinks I'm a bad person, I'm throwing it away. #BoycottGillette pic.twitter.com/yVwFx4z9QH

— Truffle Fries (@fakespike1) January 16, 2019

 

On the other hand, some people have responded really positively to the campaign and drawn attention to the importance of the message in the advert or seen the negative responses as important conversation starters. Many have also poked fun at the outraged.

 

That new #Gillette ad shows:
A child beating up another child while a group of adults watch
A gang of kids beating up one
A boss condescending his coworker
Guys being lecherous creeps
Cyberbullying

To people wanting to boycott: Which of those behaviors need to be defended?

— Zootsax (@Zootsax) January 16, 2019

#Gillette #GilletteAd
Toxic Men: "People these days are way too sensitive"

Gillette: "Maybe you should try being a better person."

Toxic Men: pic.twitter.com/jzsLFthyvD

— Bradley R (@MajinBuuRadley) January 16, 2019

 

A stereotypical ad campaign capitalising on social issues, or a valuable and necessary contribution to the battle against toxic masculinity?

Watch the full advert below and make up your own mind.

*Correct at time of writing