To absolutely LOVE the new Gillette advert!! Outrage on Twitter.

[gluteustothemaximus]

Have you seen the new Gillette advert?

It's in line with the #metoo movement and it's just brilliant.

Reaction online is depressing though. It has pissed Piers Morgan off royally though, so that's excellent. Poor little snowflake. Offended at an advert

Mephistopheles I'm so sorry you had such an awful childhood. It must be very difficult to make sense of the way your mother treated you.

It's interesting to hear your view on this advert but I really don't think it is targeted 'against' all men, or indeed you. Surely it shines a light on the idea that bullying/violence is not to be condoned against children, women or other men in the name of macho bravado? You stated that you would not behave in the negative ways shown, and indeed you may well be shaping the behaviour of your children and/or peers to a more positive place. I don't understand why you see this advert as an attack?

Aw bless. WE HAVE A MAN HERE!!!!!!

several ;) I suspect that there are quite a number on mumsnet...

and as far as I am concerned - no decent man would object to the advert - as I posted above, none of my friends / the men I would hang out with would display any of the traits being mentioned in the advert...

being a 'normal man' does not include harassment / bullying / etc.

so, the fact that this behaviour does still exist (and it does) should concern all of society - male and female, and should rightly be a target for change... that Gillette are prepared to stand up and say that they stand for men being decent and the best they can be is I think a great corporate statement...

I already buy their razors and will continue to do so - I like to be associated with a brand that is prepared to stand up like this...

Great advert

"...It's one sex enforcing it's norms on the other."

No. The advert shows men helping other men and boys to behave in a way that is better for everyone.

@akkakk

........ and as far as I am concerned - no decent man would object to the advert - as I posted above, none of my friends / the men I would hang out with would display any of the traits being mentioned in the advert...

EXACTLY this. And this is what I said. It says a lot about a man if he objects to this advert. I mean, why on earth would you object to the idea of treating women better? Only a man who is a pig headed misogynist would object to it .... And as a pp said, this advert has REALLY brought the misogynist creeps out of the woodwork.

Agree with what @Wotev said ^ at 15.34...

There aren’t any women in the ad patrolling and controlling men. It’s men showing leadership to men - if that’s not enough to please men then I don’t know what is.

I don't understand what the advert has to do with shaving gear.
It didn't make me feel emotional either. It was so long drawn out that I was bored by the end of it.
Mephistopheles, I understand what your saying.

Agree @rightreckoner - what on EARTH is wrong with educating men and boys on how to treat women better? Many of them clearly have no CLUE how to treat women with respect, so yeah, they need to be taught.

Good job, Gillette. I'm delighted that the men I follow on Twitter are applauding it too.

Can we outlaw that fucking awful phase "virtue signalling", please?

Nowt as touchy as an MRA banging on about free speech! Load of men who are very cross and worried that they are not being seen by others in the way they (would like to) see themselves.

And fair point, can't expect current generations of men to flip a switch overnight but there's to raising a more homogenously empathetic and 'emasculated' generation of boys.

It’s make Male behaviour the responsibility of men. Which is a change of narrative about women being responsible for the way men treat them. Hardly any women in the advert either. Good on them

It doesn't really need to be about shaving gear. Gillette doesn't need to tell the audience that they sell razors. They just need you to gravitate to their brand in the shop.

@ifangyow MANY ads have content and features that have very little to do with the actual product.

How lovely of you to post in support of @MephistophelesApprentice though...

robininbrum

Thanks and apologies for all the typos, screen is smashed on my phone.

Saw this on FB...sums it up really...
'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.'

Boys should be boys and girls should be girls? What does that even mean? You're not allowed to mention hair length, clothes, toys, colours or personality traits, mind.

I did cry at this advert. Yes a big company is trying to make money, we get it. However the message is positive so it gets kudos from me. I don't have kids but my siblings all still live with my parents and my sister has a DD. Watching my two brothers with my niece is precious. ❤ They're the kind of men we need.

SapphireSeptember

People should be free to be themselves without forcing themselves to comply with behaviours designed to benefit the other sex. Women/girls shouldn't be obligated to be servants and carers. Men shouldn't be obligated to be protectors and enforcers.

But when I look at adverts like this I look at them through the lens of sociology and the colours I'm seeing look little different to the horrible 1950s adverts about what it meant to be a good wife. It's one sex enforcing it's norms on the other.

Sorry but I disagree. This advert is not about women forcing their veiw on what the social norm for men should be. This is an advert designed to hopefully make men stop and think, and speak up situations where people tend to shrug off distrespectuful behaviour towards women and other men and change the "social norm". E.g. the little boys fighting, a group of boys chasing 1 boy and beating him up, a young man starting to follow a couple of young girls. It's about men stepping into situations involving other men who are behaving like idiots, and speaking up and reinforcing the message that behaviour like that isn't ok, it isn't just "boys being boys" because boys don't have a right to behave like abusive, disrespectful arses just because they are boys or men.

I didn't for one second think you hated woman, I just think you are taking the wrong message from the advert because your childhood is clouding your judgement.

let’s not forget Trump’s ‘grab her by the pussy’ and ‘locker room talk’

More power to Gilette

Robininbrum.
And why shouldn't I? It's got nothing to do with support and everything to do with seeing his point of view.
Sorry, but I'm not going to jump on any feminist waffle bandwagon.

I don't understand what the advert has to do with shaving gear.
It didn't make me feel emotional either. It was so long drawn out that I was bored by the end of it.
Mephistopheles, I understand what your saying

Seems like Gillette have wasted their time then .

People should be free to be themselves without forcing themselves to comply with behaviours designed to benefit the other sex.

So men who see women as an object yo be leased at or taken advantage of should the told that they are wrong and that's not ok to behave or think like that.
Or men who encourage their boys to fight and talk down to woman to make them "big tough men in charge" should be told that's not ok?

People should be free to be themselves without forcing themselves to comply with behaviours designed to benefit the other sex.

Sorry - that is a very self-centred perspective - indicative of today's society and totally wrong. Yes, we should be 'free to be ourselves' but only within the context of a harmonious society and that rules out any behaviour which demeans or otherwise makes life poorer for others - whether at an individual level or as a group...

we don't have a right to be whatever we want without regarding its impact - that is a theory that seemed to start in the 60s and has become worse every decade since - time to start realising that change is needed...

at a micro level (and it scales up) in any relationship of two or more people, you can either each grab for yourself, or you can each focus on building the other(s) - both end up with the same result in terms of aiming to meet the needs of each individual, but the first is self-centred / greedy / egotistical - the second is serving, humble and outward looking - I know which society I would prefer to be a part of...