Gillette advert

[GoulashSoup]

This popped up on my face book.

It is not going to solve all our problems but encouraging men to challenge other men’s behaviour is a good start.

The point is (as always) to sell a product by persuasion (this may well be described as a form of 'emotional blackmail)
Sometimes this is achieved by generating discussion eg 'the water cooler moment', sometmes by being controversial.
In the history of advertising I really can't see that this particular advert is especially contentious.

Its obviously being very successful in generating discussion and raising the brand profile though which in advertising terms would be seen as a form of success.

Just watched the video. All pretty reasonable excerpt the implication that parents should intervene and stop even a mild bit of rough play.

The other thing that strikes me is the ad is saying "you must perform a certain role to be the right kind of man" ... so while it is an updated message, it's really the same thing Gillette has always been doing with its ads.

Interesting point tano

the comments on the youtube ad aren't very encouraging

from the YouTube page (16,484,403 views) Gilette have linked to a statement:

"THE BEST MEN CAN BE

Thirty years ago, we launched our The Best A Man Can Get tagline.

Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve.

But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.

It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.

From today on, 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.

As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.

Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.

We’ve all got work to do. And it starts today."

gillette.com/en-us/the-best-men-can-be

Ah. Now despite my cynicism, I'm right behind that statement. I'd be interested to see where the donation goes, actually, as charities that aim to inspire and educate men to be genuinely good men is precisely the male response to feminism that is appropriate. Not the blokey bellyaching we so often hear on here.

I really can't see that this particular advert is especially contentious
No, I don't think it is at all. I was just giving my opinion because we had a thread on it.

same here.

The uproar over this ad makes me despair of men. They really believe they have it so bad!

What tickles me is that they're pissing and moaning and shouting over this while women are expected to suck up being erased from language relating to anything to do with our bodies without a word in favour of dehumanising us as "menstruators", "cervix havers" and "people with uteruses".

HT Bailey617
extract in screenshot source:

"I Want a Twenty-Four Hour-Truce During Which There Is No Rape,"

By Andrea Dworkin

'This was a speech given at the Midwest Regional Conference of the National Organization for Changing Men in the fall of 1983 in St Paul, Minnesota'

really worth reading
(Google will locate it)

Thanks to the amazing pencilsinspace transcript of the advert (long version):

[voices from TV/radio]

... bullying ...

... the #MeToo movement against sexual harassment ...

... toxic masculinity ...

Voiceover: Is this the best a man can get?

[music]

VO: Is it?

[male voice from TV/radio]: Bullying, a problem ...

VO: We can't hide from it.

[female voice from TV/radio]: Sexual harassment is taking over Hollywood ...

VO: It's been going on far too long. We can't laugh it off.

Comedy actor: Raowr!

Male voice: Who's the daddy?

Audience: [laughter]

Man in business meeting: What I actually think she's trying to say ...

VO: Making the same old excuses.

Man at BBQ: Boys will be boys.

2nd Man at BBQ: Boys will be boys.

Men at BBQ: Boys will be boys will be boys will be boys will be ...

VO: But something finally changed.

Newsreader: ... allegations regarding sexual assault and sexual harassment ...

[jumbled voices from TV news reports]

VO: And there will be no going back because we, we believe in the best in men.

Terry Crews on TV: Men need to hold other men accountable.

Man at pool: Smile, sweetie!

2nd Man at pool: Come on ...

VO: To say the right thing. To act the right way.

Man in street: Not cool, not cool.

VO: Some already are, in ways big

Man breaking up fight: [shake on it bro?]

VO: and small.

Man (to little girl): I am strong.

Little girl: I am strong.

VO: But some is not enough.

Man at BBQ (breaking up boys' fight): That's not how we treat each other, OK?

Man (to boy attacked in street): OK?

VO: Because the boys watching today will be the men of tomorrow.

[words on screen]:

The best a man can get

It's only by challenging ourselves to do more
that we can get closer to our best

We are taking action at thebestmencanbe.org
Join us

Gillette"

Voice over may be presumed to be Gilette's position:

Voiceover: Is this the best a man can get?
Is it?
We can't hide from it.
It's been going on far too long. We can't laugh it off.
Making the same old excuses.
But something finally changed.
And there will be no going back because we, we believe in the best in men.
To say the right thing. To act the right way.
Some already are, in ways big
and small.
But some is not enough.
Because the boys watching today will be the men of tomorrow."

words on screen
The best a man can get
It's only by challenging ourselves to do more
that we can get closer to our best

We are taking action at thebestmencanbe.org
Join us

Gillette"

As I have said, I genuinely don't see what is so contentious here and find the emotional reactions from some men fascinating (NAMALT).

I love Terry Crews

I know thats not what the thread is about but i just read his name

I love Terry Crews
Me too

And I don't see how adverts like this really make women feel safer, your kind of dodging the question, men are bigger and stronger than us and they may wish us harm, I have no way of knowing whether they do or not. And I never will. Do you regard women who hookup with men they just met to be lunatics ? It is not possible for your wariness of men to be erased. Tell me how you could be sure any random man was "safe" ?

You can never be sure any random man is safe. That’s why when women go on dates we leave a note or tell a friend where we’re going and who with, we meet in a public place, we vow not to drink too much so that we’re not vulnerable (even though often, we end up giving him the benefit of the doubt and drinking or even going home with him.). But we know that we’re taking our life (or at least our safety and our vagina) into our own hands every time we meet up with a man.

Does that make us lunatics - probably! If people called Steve committee 98% of sexual violence and 95% of other violence, you might find women less willing to date anyone called Steve. As it’s all men, short of living a life of celibacy or becoming a lesbian we have to give some of them the benefit of the doubt. Lunacy - maybe. Risky - yes.

Have a google for Louis CK on women dating men being like men dating bears. It’s a shame he turned out to be one of “those bears” as his message made him seem like he got it.

Bette Midler adds some perspective

The Daily Mash take:

www.thedailymash.co.uk/news/business/oops-did-our-advert-piss-off-dickheads-asks-razor-blade-company-20190116181425

It's hard to have a sensible discussion about challenges women and men face in a non emotive way. I think if films like the Gillette one were intended to generate awareness and discussions on the subject, they did a very good of it. The best way to get people talking is to do something provocative that challenges peoples views. A bit like the Daily Mash article posted above, which if it is correct in what it presents, and I have reservations about that looking at the quality of the journalism and the Gillette source not being named, only creates division amongst people. If the Gillette spokesperson really said that, I would astounded, it just isn't the sort of language you would associate with a responsible company. Using provocative language only creates division and usually results in people taking a defensive stand. Then it seems to become a battle of who has it worse, men or women and so it goes on with no resolution. You attract more bees with honey. I think it will cost Gillette in the long run. It may take months, but when you generate that much anger (justified or not), it leaves a lasting impression in peoples minds and they don't forget very quickly. I did my weekly shop yesterday & came back with two packets of Wilkinson razors on request from my son and husband.

In a stunning development, the company’s latest campaign – which calls on the #MeToo movement to tell men to be ‘the best they can be’ by not being dreadful – resulted in a totally unexpected backlash from spluttering idiots.

🤣

Did a named spokesperson acting on Gillette behalf actually refer to people as spluttering idiots?

I'm willing to bet they did. In the pub, over a beer.

But in the interests of accuracy:

About the Daily Mash
The Daily Mash is a satirical website which publishes spoof articles, i.e. it is all made-up and is not intended, in any way whatsoever, to be taken as factual. Glad we’ve got that sorted.

Thank you. I thought for one minute Gillette had developed a marketing strategy for Corporate Destruction.

“Gillette puts add out saying all of you are sexist predators”

Yeah, a couple of men on my FB seemed to take the ad as this They were quickly replied to by men who actually have a bit of sense though and can obviously see that this is in no way what its about!

I genuinely cannot see how anyone can watch that and their first thought be 'waaah they are calling me a rapist' for fucks sake..my brother has been arguing all week about this, with men who have been very NAMALT and women abuse too and the usual nonsense.