Gillette’s New Ad: Progressive Politics or Anti-Male Propaganda?

Worldwide grooming brand Gillette has released their newest ad campaign, complete with a 2-minute video that focuses on the subject of toxic masculinity and directly references the #MeToo movement. Only released on the 13th of January, the ad has already caused a stir, and not all for the right reasons.

In case you’ve given up social media for January (and failed), or have been living under a rock – here’s the video! :)

The ‘short-movie,’ as it has been dubbed, is a far cry from ads of Gillette’s past, that often focus on the male gaze with an overtly sexual overtone. However, it seems that the brand has truly attempted to start 2019 on the right foot, evolving their 30-year strapline from ‘The Best A Man Can Get’ into ‘Is This The Best A Man Can Get?’ Turning the gaze onto men themselves, striving for shift in behaviours presented by some of the population.

The campaign was directed by UK-based firm Somesuch with Kim Gehrig leading the charge, and with huge campaigns behind her such as the ‘This Girl Can’, it was sure to make a well-timed political statement.

The content of the video references Gillette’s old campaigns, alongside men justifying sexual and violent-heavy actions with phrases such as ‘boys will be boys’ and real media coverage on the #MeToo movement. As the ad continues, it displays men taking a stance against such behaviours, and a voiceover encourages the brand’s customers to challenge behaviours that have widely become the norm in modern society and Hollywood. Alongside the release of the campaign, Gillette’s latest statement evident on their website above their new Boys & Girls Club of America Partnership;

‘We pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.’

The ad has seemingly divided public opinion, with a huge backlash from men’s-rights activists dubbing the video as ‘anti-male’. Unsurprisingly, controversy mixer and celebrity public figure Piers Morgan called the campaign a ‘pathetic assault on masculinity’ – never one to mince his words. A lot of those taking offence to the ad have claimed that the content generalises men, suggesting a worldwide epidemic of which all men are destined to possess violent and derogatory behaviours.

Although voiceovers throughout address that some men are already taking a stance against such frequent behaviour, viewers are arguing that this point is not made clear, and are urging the brand to stay away from political commentary and stick to their 30-year old business model of grooming products.

However, on the other side of the coin, the brand has also seen strong support for their shift of focus, calling out toxic masculinity culture that has now infiltrated many societies across the globe. Many opinions of which draw upon the argument that a huge company such as Gillette needed to release such an ad.

Is this the best a man can get? The campaign certainly turns the brand on its head and is not only appealing to their existing market but also incorporating girlfriends, wives, sisters, and friends buying Gillette products for the men in their lives – certainly gaining a number of new customers in the wake of their toxic masculinity statement.

Whatever your stance, it is undeniable that the Gillette ad has caused a stir amongst customers, and the brand using their platform for good is a trend we are hoping to see more of in 2019. Although, it is certainly acting as a lesson for marketing departments to heed, as you cannot always predict public response – as Gillette can attest due to their 233 thousand downvotes on Youtube.

The brand has since featured in multi-national news outlets, trended on social media platforms and become a hot topic of discussion in offices and workplaces across the nation – it seems they have certainly made a strong statement and opened healthy discussion – ‘seemingly’ their primary objective.

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