Tom Dougherty, CEO – Stealing Share
17 January 2019
Gillette commercial only outrages the stupid
I don’t get it. The Gillette commercial causing so much angst on social media is inspiring, if you ask me. It encourages men to take harassment seriously because it’s “the best man can get.”
Yet, men are posting pictures of themselves throwing away Gillette razors out of protest. Out of protest of what? Being a responsible and healthy human being?
“It won’t affect everybody, of course. Just the enlightened few who understand that throwing a Gillette razor into the toilet because a Gillette commercial suggests we can do better is moronic.”
The Gillette commercial is certainly riding a trend in our culture, one that’s long overdue. The #metoo movement, the outing of serial harassers like Weinstien, Cosby and Spacey, and general bullying prompts all of us to take a second look at ourselves. What’s wrong with that?
You could ask what does this do for Gillette. Is the Gillette commercial a crass exploitation of a current and emotional trend? Maybe.
But Gillette is owning it. The brand has established the thebestmancanbe.org website, positioning itself as a thought leader for men. Isn’t that what the brand itself means?
Why the outrage over a Gillette commercial?
That some men are outraged over this just confirms that harassment is still a problem. I mean, why would you be so mad as to throw away your Gillette razors over a Gillette commercial? Maybe because it hits too close to home? (Some trashed their razors in very stupid ways, like attempting to flush ‘em down the toilet.)
You could make the argument that some of the controversy springs from Gillette redefining what being a man is. Previous Gillette commercials have positioned its users as real men, he-man types who can grow facial hair.
To me, this is the next step in the evolution of the brand because masculinity is being redefined. This is no temporary trend, but a potential shift in the way we think about how we treat others.
It won’t affect everybody, of course. Just the enlightened few who understand that throwing a Gillette razor into the toilet because a Gillette commercial suggests we can do better is moronic.
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