The recent Gillette ad, which calls for men to be their best, has sparked controversy over the past couple weeks. Some are saying the video is a necessary proclamation for men (particularly for future generations of men) to be better individuals, while others see the ad to be attacking men.
This debate has a singular issue neither side can agree on: what is the ad trying to say?
The opposers of the Gillette ad find it to be humiliating and targeting men much too critically. Fox News writer Karol Markowicz says the ad is “boy-bashing.”
Furthermore, Markowicz states, “what we need is to stop insulting men. We can’t elevate women by knocking men down. Some men will nod along with ads that insult them, but, in general, these companies are offending men and doing damage to their own stated cause.”
Currently, the ad has nearly double the amount dislikes than likes on YouTube. If the disapproval wasn’t clear enough, many consumers have even decided to boycott the brand.
As for those who support it, the ad brings about greater awareness for toxic masculinity and how to prevent it. If men can hold one another accountable, as Terry Crews mentions in the video, then traits like aggression, domination, and complacency can be reduced.
The video addresses issues that are undeniably harmful to men and the world around them. Why is their aggression always shrugged off, causing parents and adults alike to say “boys will be boys”? Why can men constantly joke about sexual innuendos that objectify women but hardly ever face consequences?
Women have been as much a part of this controversy as men have. While Markowicz finds the ad disappointing, other women have come forward to show their appreciation for Gillette.
THIS is how you use your brand. THIS is how you engage with your audience. Gillette being aware of mostly having a male audience and using their influence as a global brand to make a change for the better. other companies take notes pic.twitter.com/KCdxKDLji0
— laq (@loonavesres) January 15, 2019
If you watch closely, you’ll see that women are just as much a part of this video as men are. The mother holds her child as he cries into her arms. The woman in the boardroom is considered incapable of explaining some topic. The dad tells his daughter to be strong.
Evidently, the video is much more than supporting the #MeToo movement. Yes, men should be held accountable for their wrongdoings, especially that of sexual assault, but Gillette asks individuals how to go about change for the better.
That change begins by teaching boys and girls at an early age to treat one another with respect, both socially and physically. There is a chance that bullying, fighting, and sexual exploitation may significantly minimize if the youth of today are taught to see it as a stigma by not only their parents but also through the media in the world around them.
Essentially, to those who support the ad, Gillette is asking consumers to stop turning a blind eye to the actions that harm people.
The Gillette ad controversy still doesn’t appear to be over, which means we want to hear from you. What do you think? Is the ad attacking men, or is it bringing about change for the better?
Featured Image by Matheus Ferrero on Unsplash
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