#Metoo,Toxic Masculinity: Gillette Ad is Inspirational NOT Controversial

 

Gillette’s “We Believe” ad is inspirational not controversial. Gillette is the men’s and women’s safety razors brand responsible for the controversial ad trending across social media. To be clear, the ad responds to the #MeToo movement, sexual harassment and toxic masculinity. Further, the ad is a direct response to society’s changing preferences. Specifically, the ad reinforces the notion that brands must take a stance on broad reaching social issues to assure market relevance. * The ad runs under two minutes long.

Shaving supply giant Gillette creates controversy with #BestManCanBe Advert.

  • Gillette’s ad features recent news clips about the women’s rights movement and bullying.
  • The ad depicts scenes of men bullying each other and catcalling women, etc.
  • “Brand Activism” is a term that comes to mind…
  • Gillette’s “We Believe” ad is inspirational not controversial. 
Gillette ad proves controversial
James Woods believes Gillette’s #TheBestMenCanBe ad is anti-male.

#Metoo and Gillette’s ‘Toxic Masculinity’ Ad

The Gillette ad, and the backlash to it, illustrate the peculiarity of this time in American history. First, Gillette isn’t trying to promote a more gender-equal society as much as it is trying to sell something. This ad wasn’t made out of the goodness of the company’s heart; it was made because the company of course knew it would merit significant media coverage and boost sales — Jill Filipovic, CNN

If you’re on social media, you — more than likely — know about Gillette’s recent “We Believe” ad. Further, if you use social media, you are aware of the backlash to Gillette’s commercial. Why is the ad so controversial? Certainly, the answer is really very simple:

  • The Gillette ad is controversial because it promotes equality.

The Gillette ad is controversial because it promotes equality. Furthermore, people who watch the ad and analyze it in its relevant context understand this. Moreover, and to a point made by Jill Filipovic, Gillette’s ad characterizes the peculiarity of this time in American history, meaning:

  • brands know the days of hiding from social issues are far gone; brands looking to expand or support market relevance know social cause marketing is important.  In fact …

Gillette, #Metoo and Brand Activism

While the Gillette ad is hardly a way to move gender equality forward, it is a marker of that movement. Companies don’t advertise on concepts they think will tank their brands. That’s why so many ads have been so sexist for so long: There was very little cost to misogyny in the service of capitalism. But thanks to significant feminist progress in recent years, that calculus is shifting (Jill Filipovic, CNN). In other words …

  • The Gillette Ad is Inspirational NOT Controversial
Thanks to the #Metoo movement, the extent and scope of work place misogyny is undeniable.

To be sure, progress towards gender equality stokes fear and resentment among (some) beneficiaries of gender inequality, such as:

Piers Morgan says Gillette ad fuels the global assault on masculinity

What is Toxic Masculinity?

Toxic masculinity refers to the socially-constructed attitudes that describe the masculine gender role. 

Resources

Here are more resources for readers who want to learn more about Toxic Masculinity:

 

(1) [Read Article: What We Mean When We Say, “Toxic Masculinity”]

(2) [Read Article: Nontoxic Masculinity — The Good Men Project]

(3) [Read: APA Guidelines for the Psychological Practice with Boys and Men Guidelines for Psychological Practice for Boys and Men]

(4) [Read Article: Southern Baptist Leader Rejects “Toxic Masculinity” Guidelines as Anti-Christian]

Perspectives

Perspective 1

 

 

Perspective 2

 

Perspective 3

 

Let’s Talk About It

Gillette’s “We Believe” ad is inspirational not controversial. First of all, the ad responds to the #MeToo movement, sexual harassment and toxic masculinity. Additionally, the ad is a direct response to society’s changing preferences. Specifically, the ad reinforces the notion that brands must take a stance on broad reaching social issues to assure market relevance.

 

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Regulating Beauty

Updated July 31

Regulating Beauty

Regulating Beauty|Mainstream media, Hollywood and the beauty industry define beauty standards. Meaning, society regulates beauty by defining it. And government regulates the beauty industry. Regulating Beauty is a stylish, relevant and educational series,  starting  August 2019.

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Government Shutdown: Trump Didn’t Get $5 billion For Mexico Border Wall, Veterans, Women and Working Class Suffer

Trump refuses to sign legislation unless the bill includes $5billion for border wall.

A partial government shutdown began on December 22 because President Donald Trump didn’t get $5 billion for the Mexico border wall (from Congress). Meanwhile, millions of Americans suffer. Veterans, women and the working class are hurt most by Trump’s recent actions.

Government Shutdown Updates

A government shutdown occurs when an appropriations bill fails to become law. Appropriations fund the federal government’s operations and services.

Veterans, Women, and Working Class Suffer

Veterans, women and the working class suffer most from the government shutdown. See for yourself…


Resources

CSPAN.org is a fact-based news source for people who want up-to-date information about the federal government shutdown (and the actions taken by government in general).

Senate Session

The U.S. Senate met for session on the sixth day of the December 2018 government shutdown. Telephone lines were open for viewer calls at 3:30pm ET, and the Senate convened at 4:00pm ET.

[ Watch US Senate Session on C-SPAN]

House Session

The U.S. House of Representatives met for session on day six of the December 2018 government shutdown. The House convened at 4:00pm ET.

[Watch US House Session on C-SPAN]

Needless to say, this is an odd way to “Make America Great Again”.

About the Author

Olivia P. Walker is a ruthlessly candid public affairs strategist and writer. Prior to these roles, Olivia served as governance consultant for the International Society for Pharmaceutical Engineering (ISPE). Before that, Olivia worked as government affairs and public policy analyst for WellCare Health Plans, a Fortune 500 health insurer; she served as community policy and management analyst for the City of Clearwater prior to WellCare.

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Olivia P. Walker

Olivia P. Walker is a member of the American Society for Public Administration (ASPA) and the ASPA Section on Public Law and Administration. Further, Olivia holds a master’s degree in public administration from the University of South Florida School of Public Affairs. She also holds a Graduate Certificate in Globalization Studies. The certificate is a specialized graduate-level credential reflecting knowledge of the most up-to-date research on globalization. Finally, Olivia was duly initiated into Pi Alpha Alpha, the Global Honor Society for Public Affairs and Administration in November 2016.

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