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Gillette Ad Backlash Opinion Piece | Blog Post

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Gillette Ad Backlash Opinion Piece | Blog Post

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Nathan Gallagher is a student writing for the Queens Journal out of Queen's University. In this opinion-based blog post, Nathan shares his thoughts regarding the backlash against the Gillette ad, arguing that there's too much negativity. He sides with Gillette, addressing its main focus as an attempt to inspire men and bring positivity. He also argues that Gillette put out the ad during the #MeToo era purposely, knowing how debated of a topic it is and that it would generate buzz for their company.

This social media element is an excellent example of a male figure going against the majority and siding with the controversial ad, adding his own personal commentary on not only the hate, but his interpretation of the ad as well. He also brings up things not often discussed about the ad, such as the timing of its release and how it may be beneficial to the company.

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Recently, Gillette caused controversy when it launched a rebranding of its public image with the release of an ad criticizing toxic masculinity. The ad, which generated millions of views, cast a wide net, making reference to the #MeToo movement, misogyny, and the age-old adage, "Boys will be boys."

For better or worse, the ad exposed the pervasive role media plays in shaping people's opinions and behaviours.

Due to the anonymous nature of the internet, viewers' opinions were skewed to dislike the ad. However, if you watch the ad without an initial negative-leaning bias, it's clear Gillette only aims to create positive social reform-and the controversial response to its call for change arose from the very toxic masculinity it rallies against.

During the ad's runtime, Gillette puts a twist on their 30-year-old slogan "the best a man can get," turning it into "the best men can be," suggesting that men should do more to combat unhealthy behaviour. As a result, a portion of male viewers were offended, claiming the ad needlessly bashes men in order to appear "woke" in a market that increasingly values socially-conscious brand identities.

In a tweet, television personality Piers Morgan called the commercial "virtue-signaling [politically correct] guff" and characterized it as part of a "pathetic global assault on masculinity." Largely, Morgan and fellow Gillette boycotters take issue with the ad's left-wing political "attack" on traditional masculine values.

The backlash to the ad is no surprise given the nature of political commentary online.

The algorithm YouTube implements for its comment section creates an echo chamber, where users are only exposed to videos that reinforce their views and beliefs. This is a major reason for the backlash from the hyper-masculine community on the web, and the anonymity of the site only makes its responses worse.

Thus, it should come as no surprise that Gillette's progressive liberal ad was ripped to shreds when it was uploaded to YouTube.

Gillette didn't shoot itself in the foot by critiquing its target demographic: 29.5 million people viewed the ad. Positive or not, that's significant viewership.

But when new viewers see an ad and observe the dislikes and negative comments it conjures, their opinion is immediately altered and they overlook the actual merits of the ad.

To those calling for a boycott of the Gillette company, you should know your outrage will have no effect on sales-except maybe to raise them.

Proctor and Gamble, the company which owns Gillette, knew exactly what they were doing by weighing in on an issue as debated as toxic masculinity.

It's the same tactic employed by Nike in their similarly controversial Colin Kaepernick advertisement, which incidentally boosted sales for the sports-wear company.

That said, some negative responses to the ad weren't directly because of its progressive themes. Some argue that the ad is a soulless corporate gambit that piggy-backs off a modern social movement for financial gain.

Of course, Gillette's intentions weren't as altruistic as they claim. However, their financial motive doesn't remove the cultural impact that marketing and advertising are capable of creating.

Forget for a moment that you find the ad cringey or patronizing, or deeply offensive to your manhood, and actually examine its content. Nowhere does it say that men should be ashamed of their masculinity.

This angle arose purely out of an interpretation imposed on the ad by commentators like Piers Morgan.

If you watch the ad openly and honestly, its intended meaning is easy to grasp. The ad points to the problematic and damaging "boys will be boys" trope, which excuses certain mens' bad behaviour. Although sexual harassment, violence, and bullying aren't behaviours that all men practice, we all a play a role in normalizing them through forms of toxic masculinity.

To me, "Boys will be boys" is itself offensive. Do we as a society think so little of what boys and men can be? For Gillette, it's all there in the ad's title, "We

Believe: The Best Men Can Be."

This ad isn't an attack on your masculinity. It challenges and inspires us to be better, and believes in our capabilities to do just that.
Nathan is a second-year Politics major and English minor.

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backlash over the gillette ad is overblown

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Backlash over the Gillette ad is overblown

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Recently, Gillette caused controversy when it launched a rebranding of its public image with the release of an ad criticizing toxic masculinity. The ad, which generated millions of views, cast a wide net, making reference to the #MeToo movement, misogyny, and the age-old adage, "Boys will be boys."

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Piers Morgan's Negative Ad Opinion | Tweet

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Piers Morgan's Negative Ad Opinion | Tweet

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Piers Morgan, an old-fashioned, opinionated TV personality hops on Twitter to share his displeasure with the controversial Gillette ad in this tweet. After claiming to be a lifelong user of Gillette's products, Morgan then threatens to switch brands and insults Gillette's overall objective. Morgan's opinion is that the ad only aims to insult the male population, which he claims is a worldwide trend. He ends his tweet by pleading for the exact phrase the ad looks to abandon: "Let men be damn men".

This social media element is a clear example of the most common opinion among the male population surrounding the new ad; that the ad attacks every man. Likewise to others angered by the ad, Piers Morgan displays offence over the ad and contributes to the online negativity. Most importantly, as Piers Morgan is a well-known writer and public figure, others are likely to adapt the same opinion only for this reason, potentially creating hate that otherwise wouldn't exist.

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I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. 
Let boys be damn boys.  
Let men be damn men. https://t.co/Hm66OD5lA4

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I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. 
Let boys be damn boys.  
Let men be damn men. https://t.co/Hm66OD5lA4

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe https://t.co/hhBL1XjFVo

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I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
— Piers Morgan (@piersmorgan) January 14, 2019

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I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. 
Let boys be damn boys.  
Let men be damn men. https://t.co/Hm66OD5lA4

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe https://t.co/hhBL1XjFVo

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I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. 
Let boys be damn boys.  
Let men be damn men. https://t.co/Hm66OD5lA4

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I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. 
Let boys be damn boys.  
Let men be damn men. https://t.co/Hm66OD5lA4

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe https://t.co/hhBL1XjFVo

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Twitter User's Personal Opinion on Offended Men | Tweet

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Twitter User's Personal Opinion on Offended Men | Tweet

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A Twitter user under the handle @oldcheapwine weighs in her opinion on the male-driven negativity surrounding the Gillette ad in this tweet. Claiming that the men offended by the ad are actually those the ad is about, @oldcheapwine takes a bold approach calling out a large crowd of individuals. Nonetheless, she still managed to rack up just under 10,000 likes as of this writing, adding that innocent men shouldn't have an issue with an overall positive message.

This is a helpful social media element as it sees the perspective of a common Twitter user (ie. not a celebrity) as she fearlessly confronts angry men on a social media platform easily susceptible to cyberbullying and verbal attacks. It demonstrates the ad's relevance, showing that it gained enough recognition to encourage regular people to speak their risky but most honest thoughts to continue the ongoing conversation.

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@Gillette Why do I have a feeling that the men that are offended over this ad are the very men responsible for sexual harassment, toxic masculinity, etc. Simply can’t imagine why a decent, moral man would be offended over such an ad if they weren’t the culprits being called out in this ad.

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@Gillette Why do I have a feeling that the men that are offended over this ad are the very men responsible for sexual harassment, toxic masculinity, etc. Simply can’t imagine why a decent, moral man would be offended over such an ad if they weren’t the culprits being called out in this ad.

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe https://t.co/hhBL1XjFVo

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Why do I have a feeling that the men that are offended over this ad are the very men responsible for sexual harassment, toxic masculinity, etc. Simply can’t imagine why a decent, moral man would be offended over such an ad if they weren’t the culprits being called out in this ad.
— 🍒 (@oldcheapwine) January 16, 2019

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@Gillette Why do I have a feeling that the men that are offended over this ad are the very men responsible for sexual harassment, toxic masculinity, etc. Simply can’t imagine why a decent, moral man would be offended over such an ad if they weren’t the culprits being called out in this ad.

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe https://t.co/hhBL1XjFVo

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@Gillette Why do I have a feeling that the men that are offended over this ad are the very men responsible for sexual harassment, toxic masculinity, etc. Simply can’t imagine why a decent, moral man would be offended over such an ad if they weren’t the culprits being called out in this ad.

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@Gillette Why do I have a feeling that the men that are offended over this ad are the very men responsible for sexual harassment, toxic masculinity, etc. Simply can’t imagine why a decent, moral man would be offended over such an ad if they weren’t the culprits being called out in this ad.

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe https://t.co/hhBL1XjFVo

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A Redditor Challenges Those Opposed | Reddit 

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A Redditor Challenges Those Opposed | Reddit 

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A Reddit user by the username "u/spiCCy_boii" writes to a subpage titled "Change My View", sharing his opinion about the ad and challenging others to prove him wrong on this Reddit post. This user argues the opposite of those opposed to the ad, arguing that the ad's stance on masculinity is actually positive, and that neither those for nor against the ad actually see it correctly. He claims that the ad instead demonstrates positive masculinity, encouraging decent men to solve the issue the ad highlights.

This is a good social media element because this poster takes a different stance from all the rest. He opens up an opportunity for conversation about something not commonly considered, furthering the discussion. Most importantly, he doesn't seem to blatantly support nor oppose the ad, but rather looks to open eyes and shows true analysis of the ad.

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I think both sides are missing the point in the controversial Gillette ad. It never explicitly blames all men for being a problem in society. Rather, it bills real, responsible, respectful men as the SOLUTION to our problems. The ad shows examples of men stepping into situations where things are going wrong and they are taking steps to solve them. I would argue that because men are more inclined to be 'fix it' kind of people than women are (it may be a bit of a stereotype but I believe it has some basis in psychology and sociology), the idea of the ad is demonstrating what positive masculinity looks like: solving tough problems (sexual assault, 'boys will be boys') by setting a good example of how to be respectful but also be firm and assertive. Some of the men were very assertive in physically restricting the problematic person from continuing their bad behavior (for example a guy reaches out to stop a guy who is chasing after a girl and says something like "don't even think about it")

The ad isn't meant to paint men as being 'toxic' or being otherwise problematic (although I do wish the one mention of 'toxic masculinity' in one of the news stations shown in the commercial wasn't used) which I think a lot of people are construing it to mean that.

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r/changemyview - CMV: The Gillette ad was actually an ad that promoted masculinity in a positive way

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I think both sides are missing the point in the controversial Gillette ad. It never explicitly blames all men for being a problem in society. Rather, it bills real, responsible, respectful men as the SOLUTION to our problems. The ad shows examples of men stepping into situations where things are going wrong and they are taking steps to solve them.

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An image posted to Instagram by a user under the handle @fourthwaveapparel shows an unofficial statistic that reveals Gillette sales rising since the ad's debut due to an overwhelming female consumer base. According to the post, a vast majority of household shoppers are women, which is causing the increase in Gillette product purchases - implying that the ad appeals mostly to women. In the caption, @fourthwaveapparel calls out the threateners of a Gillette boycott and asks men to redefine masculinity.

This is a rather interesting social media element because, whether or not the statistic is true, it raises a good point; Gillette also offers female products, and since the ad seemed to strike positive among females, Gillette sales are likely to rise despite the male dissatisfaction. This Instagram user is opening a new discussion and asks men to put aside their disagreement with the ad.

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Hey, #boycottgillette warriors. A quick reminder that the market is overwhelmingly female. And for all your threats of a boycott, I see your year-old neck beards. Not to mention, everybody in marketing (including Gillette,) knows that women make the majority of household purchases, which means razors for their own use and for the men in their lives. So, carry on with your twitter tantrums. Or .... you know, reevaluate your righteous anger and help redefine what masculinity means. SOURCES: *Forbes, "Top 10 Things Everyone Should Know About Women Consumers," Briget Brennan *Survey of 2200 consumers by Morning Consult #webelieve #gillette #gillettead #gillettecommercial #toxicmasculinity

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384 Likes, 40 Comments - Fourth Wave (@fourthwaveapparel) on Instagram: "Hey, #boycottgillette warriors. A quick reminder that the market is overwhelmingly female. And for..."

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Comparing The Gillette Ad to Women's Ads | Tweet

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Comparing The Gillette Ad to Women's Ads | Tweet

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Rebecca Reid, a British actress, calls out men for complaining about a "negative" ad targeting them and compares their situation to the daily experience of a woman. According to Reid, women are faced with negative ads everyday from commercials targeting everything from makeup to weight loss. Reid doesn't deny the negative accusations of the ad claimed by men, but instead attempts to make men feel better about the ad by claiming that ads directed towards women are worse because they attack their personal physical features.

This social media element is a great example of a woman's perspective on advertisements by connecting it to the Gillette ad. It demonstrates that the ad is relevant even if it doesn't pertain to the targeted audience because other people are still able to make their own connections. Most importantly, this element opens up a new conversation about the ad not considered before.

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I am so bored of men complaining that the Gillette advert is bad because it tells men they’re not good enough. Welcome to literally every advert ever targeted at women. At least you’re not good enough because of your actions. We’re just shit because of our skin/hair/weight/face.

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I am so bored of men complaining that the Gillette advert is bad because it tells men they’re not good enough. Welcome to literally every advert ever targeted at women. At least you’re not good enough because of your actions. We’re just shit because of our skin/hair/weight/face.

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I am so bored of men complaining that the Gillette advert is bad because it tells men they’re not good enough. Welcome to literally every advert ever targeted at women. At least you’re not good enough because of your actions. We’re just shit because of our skin/hair/weight/face.
— Rebecca Reid (Taylor’s Version) (@RebeccaCNReid) January 15, 2019

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I am so bored of men complaining that the Gillette advert is bad because it tells men they’re not good enough. Welcome to literally every advert ever targeted at women. At least you’re not good enough because of your actions. We’re just shit because of our skin/hair/weight/face.

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I am so bored of men complaining that the Gillette advert is bad because it tells men they’re not good enough. Welcome to literally every advert ever targeted at women. At least you’re not good enough because of your actions. We’re just shit because of our skin/hair/weight/face.

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I am so bored of men complaining that the Gillette advert is bad because it tells men they’re not good enough. Welcome to literally every advert ever targeted at women. At least you’re not good enough because of your actions. We’re just shit because of our skin/hair/weight/face.

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A four-strip cartoon comic posted by an Instagram user under the handle @frankensteinsuperstar accurately summarizes both main sides to the Gillette ad controversy. In the comic, a personified cat takes the side of those against the ad by claiming it is responsible for the negative stigma placed on men, while a man claims that the ad is not the cause. The cat goes on to criticize the man by using female adjectives while the man supports the ad by explaining that he's been subjected to toxic masculinity all his life.

This is a really effective social media element because it demonstrates that the ad is so effective it inspired an artist to create a comic about it. Further to that, it explains both sides of the argument in one post and gives the reader accurate information about the controversy surrounding it.

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John Hazard on Instagram: "🧔🏻”Stubble Trouble”
A manly corporate brand put out a message about men taking responsibility for their actions- and some men (and cats) couldn’t handle it🙀
#DailyComic by @lisaburd & me.
Follow @background_noise_comic to read them all!
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#BackgroundNoiseComic ‪#BackgroundNoise #comic #webcomic #webcomics #comics #comicstrip #relaltionships #worklifebalance #wfh #freelance #freelancelife #artoninstagram #brooklyn‬ #gillette #gillettead #gillettethebestamancanget #toxicmasculinity #men #menproblems #bullying #stopbullying #antibullying #metoo #metoomovement #cat #cats #catsofinstagram"

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4,380 likes, 192 comments - frankensteinsuperstar on January 15, 2019: "🧔🏻”Stubble Trouble”
A manly corporate brand put out a message about men taking responsibility for their actions- and some men (...". 

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View this post on Instagram

A post shared by John Hazard (@frankensteinsuperstar)

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A Simple Breakdown of The Ad Controversy | YouTube Video

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A Simple Breakdown of The Ad Controversy | YouTube Video

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A YouTube video posted to Inside Edition's YouTube channel quickly but effectively breaks down the controversy surrounding the Gillette ad in a minute and a half. A narrator summarizes the short ad while b-side clips of various opinions are shown in the video as well. The video compares and contrasts both sides while acknowledging the overwhelming negative response.

The video's extra clips are what makes this social media element so effective; it shows men taking their stand on either side of the argument, and also shows women that don't necessarily agree with the ad either. A short clip near the end of the video shows the women on The View disagreeing with each other, with one woman questing whether this message needed to be said by a shaving company. This element is effective because it does what none of the others are doing; demonstrating a disagreement of the ad among women.

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Why This Gillette Ad Is Sparking Controversy

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Philip DeFranco, a popular YouTube personality, uploaded a four-minute video to his Facebook page where he broke down the controversy of the Gillette ad and also gave his own opinion. DeFranco believes that although the ad may come off as trying to preach, he doesn't believe it should be as debatable as it is. His opinion of the ad is that unless a man commits the negative activity the ad is trying to prevent, it shouldn't offend them.

This social media element is effective because it maturely analyzes the ad, takes from it a viewpoint that is neither obviously an agreement nor a disagreement, and maturely tries to get men not involved in these toxic activities to calm down. It is structured in a way that does not put down either side of the argument, provides a fair opinion, and contributes to further conversation by inviting it in the comments at the end of the video.

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Gillette's newest ad with the slogan "Best a Man Can Be" has a clear message, and some people are really mad about that...

What are your thoughts about the Gillette ad?

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Kirsten Powers, a news analyst for CNN, writes an opinion piece on the Gillette ad controversy on this blog post on USA Today. Powers' opinion is that the negative reaction among men is the exact reason why the ad's message is so necessary. In other words, she thinks that men's reaction to the ad simply proves that toxic masculinity does indeed exist.

This social media element is very effective because it raises a very good argument; if men were not prone to this kind of reaction, perhaps this ad wouldn't have been necessary. This element takes the very purpose of the ad and applies it to something as simple as a negative reaction. Most importantly, it challenges men to stop and think about the reason as to why they're so upset, and implies that they are perhaps the reason the ad was made.

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CLOSE

Gillette is taking on toxic masculinity. Based on the furious reaction to this effort, the message is more needed than perhaps we even realized.

The razor maker Gillette is taking on toxic masculinity. Based on the furious reaction to this effort in some quarters, the message is more needed than perhaps we even realized.

In a new two-minute advertisement, the famous Procter & Gamble brand tells men to "say the right thing" and "act the right way." The ad plays on the company's slogan, "The best a man can get," replacing it with, "The best men can be." It portrays a montage of male bullying, harassment and sexist behavior and men stepping in to intervene to stop the behavior.

"So nice to see @Gillette jumping on the 'men are horrible' campaign permeating mainstream media and Hollywood entertainment," tweeted actor James Woods. "I for one will never use your product again." Fox News host Greg Gutfeld echoed the outrage by claiming that the ad is "crapping all over...men" and adding, "it's almost as if [they] hate men." Piers Morgan tweeted, "'I've used @Gillette razors my entire adult life but this absurd virtue-signaling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. Let boys be damn boys. Let men be damn men." A video of the ad on YouTube has garnered over 800,000 dislikes.

If you're mad at Gillette's toxic masculinity ad, maybe you're the problem

Why did it take Susan Zirinsky 46 years to become president of CBS News?

Johnathon Schaech: What I've learned after coming out with my MeToo story

Anyone freaking out about a depiction of men intervening to stop bad behavior of other males should ask themselves why they are so triggered. This is simply a fairly anodyne ad encouraging men to rise to the occasion in the #MeToo era. The mere suggestion that perhaps men haven't always behaved perfectly shouldn't cause such an uproar, and it likely wouldn't if it didn't strike so close to home.

Most men don't condemn other's bad behavior

Gutfeld asserted that Gillette failed to recognize that "most men" condemn bad behavior "whenever they see it." How anyone can even utter a thought like this in light of the Catholic Church's ongoing sex abuse crisis is a mystery. In society at large, we have story after story, case after case, of women who were sexually harassed and even assaulted and who were completely ignored and often demonized when they complained. The legal system turned a deaf ear to them or re-traumatized them when they filed complaints.

Gillette razor (Photo: Handout/Gillette)

To the extent the legal system has changed, it was driven by the actions of feminist lawyers and activists, not men. Not only were most men not standing up for these women in the moment, they weren't backing them up when the women stood up for themselves. This world where men have been unsung heroes fighting against their gender's bad behavior is a purely mythical place. Such men absolutely exist, but they are not the norm. They are also exactly the type of men who would not be threatened by a razor ad. If more men had been condemning bad male behavior and taking steps to stop it, there would have been no need for the #MeToo movement.

There is a positive way to exercise privilege

This doesn't make men inherently bad or evil. It makes them privileged. Part of being privileged is to be heedless to a problem that doesn't affect you personally. It also means protecting systems that have served you well, even when they are harming other people. So, for example, white people who don't say anything when unarmed black people are being brutalized and even killed by police officers are exhibiting privilege. Men who stay silent when they see harassment occurring because they don't want to risk their position in a system that benefits them are exhibiting privilege.

But there is also a positive way to exercise privilege. This seems to be the real point of the Gillette ad. It's telling men to use their privilege as men to confront other men for their bad behavior. When a man speaks up about sexual harassment, it carries a different kind of weight than when a woman says it. If men feel they are risking the respect of their colleagues and fellow men, they are more likely to alter their behavior than if they are confronted by the office feminist. The ad was simply asking men to risk some of their comfort and take a stand when necessary. As actor and former football player Terry Crews says in a clip in the ad, "Men need to hold other men accountable."

This shouldn't be so hard.
Kirsten Powers, a CNN news analyst, writes regularly for USA TODAY and is co-host of The Faith Angle podcast. Follow her on Twitter: @KirstenPowers

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Gillette commercial controversy: Men should just get over it and adapt to #MeToo era

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CLOSE Gillette is taking on toxic masculinity. Based on the furious reaction to this effort, the message is more needed than perhaps we even realized. The razor maker Gillette is taking on toxic masculinity. Based on the furious reaction to this effort in some quarters, the message is more needed than perhaps we even realized.