The Gillette Ad and Toxic Masculinity

[ceejay54321]

m.youtube.com/watch?v=aYsNoOyah-E

If a similar ad existed - that portrayed a woman as bitchy, criticising the appearance of others, overly obsessed with hair, make up, our bodies etc and the ‘product’ encouraged us to ‘be better women’ - would we be up in arms?

I don’t think that’s the same thing.

What a complete crock of shit.

You can still look after yourself without being a bully.
You can still pay a woman a compliment without being a sexual predator.

Gillette obviously want a world full of clean shaven cucks.

Dreadful advert, glad I've got a beard.

Someone will probably say that's too masculine these days 😂

I agree op, it highlights the most negative stereotypes for men and says 'don't be like that'. It's pretty insulting. I appreciate some men haven't behaved well in the past, but plenty have. My husband was pretty annoyed by this, felt preached to, can't blame him.

It’s very patronising. A few posts in mumsnet have really made me think about reverse sexism - and the best way forward in terms of gender stereotyping. There is truth in the stereotypes being portrayed in this ad...

Let's be honest. This has been marketed to women. The men who need to hear this message won't get it and the ones who don't will be, like uh duh!

As pp said. It's patronizing to everyone.

Nice to see Ana from the young turks though 😏 no idea if she endorses this though...

This advert is widely recognised in the marketing community as a great example of how to piss off your target market. The idea was good (transforming Gillette positioning from 'The best the man can get' to 'The best a man can be') but the execution was clumsy, offensive and totally incompetent. It has damaged Gillettes sales over the past six months - it is one of the only brands in its parent company to underperform over the period.

I like to think that I am someone that recognises the danger of toxic masculinity, workplace bullying and harassment, and (particularly as I experienced it myself) boys being brought up to bottle up feelings until they lash out. I felt massively offended by the advert and haven't bought Gillette since I saw it.

Ceejay toxic masculinity does exist and if you don’t get the advert maybe you’re part of the problem.

That’s a great post @YRGAM. So why DO you - and a great many people - find it massively offensive? It’s highlighting and challenging toxic masculinity... is it the presumption that men still behave in the stereotypical way, and the advert is ‘lecturing’ us?

m.youtube.com/watch?v=XjJQBjWYDTs
But this ad works...

I know a number of men who thought the advert was a great idea; mainly because they possess the critical thinking skills to work out that if they don’t display any characteristics therein, they’re not being discussed.

Females have typically been the oppressed group, and a great deal has happened encourage female empowerment. We welcome an advert that encourages us to be strong.

They are making totally different points. Ingrained misogyny has taught men and women to see women/themselves as the lesser sex without even realising it. The always ad is pointing this out, and making women realise they are worth more. There is also a young boy in the ad.
The Gillette ad is pointing out toxic masculinity, because again, its so ingrained into society that people don't even realise its going on around them in some of the smallest words or behaviours like "boys will be boys". If you don't fall into that catagory, great. If you do, it's unlikely you will recognise it, and it has to be pointed out, not just by adverts, by people irl.
I'm not sire how else they could portray toxic masculinity without being offensive. There are also the men in that ad that are going against the toxic masculinity, ie. The man stopping the bullies, the dad stopping the young boys from fighting. People have chosen to be offended by the advert.

I guess the ad is holding all men accountable for the actions of an increasing minority - and that’s why it’s insulting. The majority of men are self aware enough to know this behaviour is wrong, and they don’t need an ad to lecture them on this?

I guess the ad is holding all men accountable for the actions of an increasing minority - and that’s why it’s insulting. The majority of men are self aware enough to know this behaviour is wrong, and they don’t need an ad to lecture them on this

If they know the behaviour is wrong then the as isn’t directed at them. If they’re insulted by it, they’re part of the problem.

I guess the ad is holding all men accountable for the actions of an increasing minority - and that’s why it’s insulting. The majority of men are self aware enough to know this behaviour is wrong, and they don’t need an ad to lecture them on this?

So these men have no reason to be insulted then?
If men are taking offence, perhaps they need to ask themselves why. Particularly because there are plenty of men in the Gillette ad who are getting it spot on and standing up to the toxic masculinity. Why not see them as the ones portraying you? Rather than take offence on behalf of them who are the problem?

I haven’t stated whether I find it offensive or not. I’m questioning why people found it so offensive. Personally I thought it was great when I first watched it. Having read up on it more, I DO think it’s patronising and insulting to males who already know this is abhorrent behaviour.

And I think the men who DO behave in such a way would simply ignore it.

It's not really 'plenty' of men - in the advert it's about one for every five doing bad things. In terms of the advert offering a role model, you could also make a point about the racial imbalance between the good and the bad characters - I don't think this is an issue personally, but knowing the pressure most (white, male) ad agency workers feel to be as inclusive as possible, I doubt it is a coincidence. Again, not an issue for me, but a qualitative review of the negative comments shows that this wound up a lot of people.

I think I see this from a different point of view that its just inexcusably bad and insincere marketing. The main thing that irritates me is the fact that it is Gillette and their marketing agency trying to make this point - a corporation that pays its women 70%of what it pays its men, and a brand that charges more for women's Razors than it does for men's, doesn't really have the right to claim that the majority of men are displaying toxic behaviour. If this advert was made by a government or a charity it may have had better luck, but the tone and the content is poor enough in its own right.

In terms of content, I think the idea is great - the execution was a massive tactical misstep. A less accusatory and sweeping piece of work would have provoked far less negativity, although the issue of a corporation's right to give social advice would still stick in the craw for many, including myself.

Having read up on it more, I DO think it’s patronising and insulting to males who already know this is abhorrent behaviour

Then I think you’re part of the problem too.

Thanks @YGRAM - your point about Gillette paying women 70 percent of what it pays men has hit a nerve! Big hmmmm. However - negative or positive, it’s great that the ad has caused a conversation.

Well, it's P and G which is the holding company, and the figures are only from the UK. But still

Really? I just thought it was a nice ad. If the roles where reversed as you said I wouldnt be offended in the slightest.

@WolfOfOdin I AM offended by toxic femininity - the idea that I am weak, innocent, a Disney princess or vulnerable, or bitch - or a slut - or too opinionated etc. I would not want to portrayed in this way by an ad. However for me the always ad really works - and I’d show it to my daughter.

Likewise men being portrayed as abusive would offend many. But that’s not to say that male violence NEEDS to be addressed.