Toxic Masculinity - Gillette razors gets into the action

[DAB]

https://www.wsj.com/articles/p-g-cha...ad-11547467200

Gillette is embracing the #MeToo movement in a new digital ad campaign aimed at men, the latest message from an advertiser attempting to change societal norms.

The ad, dubbed “We Believe,” opens with audio of news about the current #MeToo movement, bullying and “toxic masculinity.” A narrator then goes on to dispute the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”


The ad puts a new spin on the brand’s 30-year tagline, “The Best A Man Can Get,” challenging men to take positive actions, such as stopping other men, and the next generation, from harassing women.

The ad will be hosted on Gillette’s YouTube page with paid digital and social support.

Gillette parent Procter & Gamble Co. is among companies that in recent years have used advertising as a platform to promote their stance on social issues such as gender equality, and polarizing political topics such as immigration and gun control. P&G is perhaps best known for its lauded “Like a Girl” ad campaign for feminine-care brand Always and “Stress test” for deodorant brand Secret.

The latest ad, created by Gillette’s ad agency Grey, is among the first to address the #MeToo movement head on, and to blatantly tell men to change their behavior.

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“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” said Pankaj Bhalla, Gillette brand director for North America in an emailed statement. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”

“It’s a risky move,” said Dean Crutchfield, CEO of branding firm Crutchfield + Partners. On one hand, it “creates a credible, believable, and upfront conversation that takes brutal honesty and tough decisions,” he said.

Gillette needs to appeal to millennials who care about what companies stand for, he said. “There’s a demand for this, for purpose, for brands to be tackling tough issues in the moment.”

But the ad could backfire and alienate Gillette’s base, Mr. Crutchfield cautioned. “Does the customer want to be told they’re a naughty boy? Are you asking too much of your consumer to be having this conversation with them?”

Brands diving into charged social issues risk turning off customers who don’t agree with their stance, don’t believe it is authentic or consider it poorly handled.

Nike ’s recent ad starring former NFL quarterback Colin Kaepernick, who had led player protests for racial justice during pregame national anthem ceremonies, was widely praised (though criticized by others). But a 2017 commercial in which Kendall Jenner joins a protest march and hands a Pepsi to a cop was accused of trivializing the Black Lives Matter movement.

“It’s about execution,” said Mr. Crutchfield. “Sometimes brands stretch themselves too fine and they snap.”

good grief.

so when will we see ads directed at bitchy women? they are such a joy to be around!

[Olustee bus]

Over my years to my advanced age, I have seen just as many bitchy, overbearing women as I have men. And just about as much as sexual suggestions/aggression from women in one form or the other. I call bullshit in all of it.

[DAB]

as i was remarking to Mrs. DAB a moment ago, as she glanced at the article, when will we see ads directed at women? stop giving away your body to every horn dog that comes along, save yourself for marriage. be kind, demure, dress like a lady (no more baggy sweat pants and hoodies), learn to keep a home, raise children (no daycare, you made them, you raise them), cook and clean. love your man unconditionally. and so on.

(and now, i'll be labeled some cave dweller who needs to evolve and learn about modern society).

[Olustee bus]

Originally Posted by DAB

as i was remarking to Mrs. DAB a moment ago, as she glanced at the article, when will we see ads directed at women? stop giving away your body to every horn dog that comes along, save yourself for marriage. be kind, demure, dress like a lady (no more baggy sweat pants and hoodies), learn to keep a home, raise children (no daycare, you made them, you raise them), cook and clean. love your man unconditionally. and so on.

(and now, i'll be labeled some cave dweller who needs to evolve and learn about modern society).

Yeah Dabbo, after all, your knuckles are dragging the ground!

[Barn Babe]

Originally Posted by DAB

as i was remarking to Mrs. DAB a moment ago, as she glanced at the article, when will we see ads directed at women? stop giving away your body to every horn dog that comes along, save yourself for marriage. be kind, demure, dress like a lady (no more baggy sweat pants and hoodies), learn to keep a home, raise children (no daycare, you made them, you raise them), cook and clean. love your man unconditionally. and so on.

(and now, i'll be labeled some cave dweller who needs to evolve and learn about modern society).

Not from me!

[DAB]

Originally Posted by Barn Babe

Not from me!

[DAB]

looks like not everyone thinks this was a great idea by Gillette.

https://www.bbc.com/news/newsbeat-46874617

[StaticCling]

We get enough of the PC bullshit barrage from just about every direction these days, I don't need to hear it from an unethical razor company that sells overpriced shaving products. Besides, if they consider this target marketing, just about every person that will find this commercial acceptable sports a beard anyway.

[DAB]

you may be onto something. let men, as a protest, grow out their beards.

women don't like the beards? tough. they want them shaved off, ok, what is being offered in return?

[Cybercowboy]

[Ol Timer]

I quit feeding the Gillette beast years ago when I discovered a wet shaving site. Straight razor gives me a much more comfortable shave and is a one time purchase. (If I could only stop at one)

[RedLS1GTO]

F**k P&G as a whole, not just Gillette. This is just the latest of many. It's tough to get them all but I'm doing my best these days to avoid anything at all from these assholes.

They've made it abundantly clear that they don't want any heterosexual white males as customers.

[6spdC6]

Originally Posted by Ol' Timer

I quit feeding the Gillette beast years ago when I discovered a wet shaving site. Straight razor gives me a much more comfortable shave and is a one time purchase. (If I could only stop at one)

My father started shaving about 1918. He used a straight razor (he had a few, mostly German)!. He only stopped using that a couple years before he died in 1997. Of course he had a strop and I earned a couple lessons over my younger years with that thing.

OBTW he had a unusual method of stopping the occasional cuts he got by using that straight razor. He was a undertake and kept a small bottle of embalming fluid in the bathroom cabinet! Dabbed a little on the cut and the Formaldehyde stopped the bleeding dam fast. No he did not die of cancer he had a heart attack.

[Cybercowboy]

Straight razors give me the willies, tbh.

[Ol Timer]

Originally Posted by 6spdC6

My father started shaving about 1918. He used a straight razor (he had a few, mostly German)!. He only stopped using that a couple years before he died in 1997. Of course he had a strop and I earned a couple lessons over my younger years with that thing.

OBTW he had a unusual method of stopping the occasional cuts he got by using that straight razor. He was a undertake and kept a small bottle of embalming fluid in the bathroom cabinet! Dabbed a little on the cut and the Formaldehyde stopped the bleeding dam fast. No he did not die of cancer he had a heart attack.

Originally Posted by Cybercowboy

Straight razors give me the willies, tbh.

Only serious cuts I've had have been on fingers that got too close to the blade while rinsing. It took quite a while before I could get the shaving time down to similar to that of a safety razor. I no longer get razor burn, bumps, ingrown hair. I shave daily and wear a tie to work - so for me, it's worth it.

I never thought about calling an undertaker for shaving cuts, but being on blood thinner, maybe I should!

[DAB]

i shave about once a week. so one razor refill lasts me all month.

[VatorMan]

Electric here. I can’t understand how a huge man oriented company would think that pissing off 90% of their customers would be a good idea.

Now I have another reason to hate the Patriots.

[VITE1]

Strong independent men and women are a danger to those who wish to rule us. The media needs a compliant population to sell thier bullshit.

Screw them.

Oh and Gillette is owned by Procter & Gamble. Remember that at the store.

[mrvette]

I been buying Gillette plastic 3 bladed head disposables for many a year now, pack of 6 is like cheep, and each one will last me about 2-3 months....I shave every 3 daze...maybe more often....depending on shituation.....

BTW, Linda played that addy on her phone, two minits of the dummist crap I ever saw, made NO cents to me at all......

[Norm]

Companies that want to get into your busines, just sell your product, and leave me the f*ck alone. Jeez, the pussification of this country is getting worse and worse.

Before long, Tampax is going to want to sell to men.