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Gillette Makes Waves With Controversial New Commercial | Time
A new Gillette commercial calling out “toxic masculinity” has sparked both praise for and criticism of the razor company.
The new “We Believe” ad — a 48-second spot that Gillette shared on its social media accounts on Monday — plays on the company’s tagline of “Is this the best a man can get?” to address issues like bullying, sexual harassment and the #MeToo movement.
“Is this the best a man can get? Is it?” a voiceover says in the ad. “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.”
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
1 minute ago by rgl7194
Don't get the new Gillette ad? Then it's about you ...
If you’re one of the guys who’s up in arms over Gillette’s new commercial that calls on men to be the best they can be, you’re exactly who the commercial was made for.
Tell me — what exactly is so infuriating about a man breaking up a raucous physical fight between two boys at a backyard barbecue?
What exactly is so infuriating about a man telling another man not to publicly ogle and creep up behind a pretty woman he doesn’t know as she walks down the street?
What exactly is so infuriating about a father stopping a group of bullying boys who are chasing and roughing up another boy?
These are the scenarios depicted in Gillette’s new ad, a modern take of its old “the best a man can get” motto that rolled out this week. The two-minute spot, produced by a woman and inspired by the #MeToo movement, has gotten under the skin of many men.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
2 minutes ago by rgl7194
Survey: Gillette's Ad Well Received by Consumers, Positions Its Brand As Socially Responsible
Five key takeaways from new survey research on the controversial commercial
The backlash against Gillette’s new ad targeting toxic masculinity is likely overstated, according to new survey research from Morning Consult.
The two-minute spot, which calls out harassment and asks men to be better, was met with a range of condemnation, praise, and snark from social media users and the commentariat. However, a new survey testing the commercial finds it resonated with most consumers in a positive manner and improved their perceptions of the razor company.
Morning Consult surveyed 2,201 American adults in the days immediately following the campaign release (January 15 and 16). Additional brand-tracking data from Morning Consult’s platform, Brand Intelligence, indicates any impact on Gillette’s reputation is likely negligible.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo  research  survey 
3 minutes ago by rgl7194
In defense of the Gillette commercial: We need more messages against toxic masculinity, even from ads.
Men who are offended by Gillette’s moralizing new ad don’t realize why we need its message now more than ever.
The Kids is Slate’s science-based parenting column, assessing the latest research around children’s health, development, and well-being.
No one who saw the new Gillette ad “The Best Men Can Be” thought it would be universally embraced. It establishes the state of masculinity today with various scenes of men acting sexist, boys physically and mentally terrorizing each other, and dads accepting a “Boys will be boys” mentality, before dramatically pivoting.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
4 minutes ago by rgl7194
Gillette’s toxic masculinity Super Bowl commercial, explained - Vox
The Procter & Gamble-owned razor company used its Super Bowl ad to weigh in on #MeToo.
Do brands have beliefs?
This is a question we’re forced to ask today thanks to Gillette’s latest commercial. It was created by the New York-based ad agency Grey and is called “We Believe.” And what the century-old, multibillion-dollar razor company, owned by the health and personal care giant Procter & Gamble, purports to believe is this: Its longtime slogan, “The Best a Man Can Get,” is ripe for an update.
In the pre-Super Bowl ad — released three weeks before the Super Bowl, as part of the YouTube-era rat race to get advance write-ups and possibly a viral hit during peak-commercial-watching season — Gillette shows young boys bullying each other and beating each other up, older men touching women’s shoulders in business meetings, and suburban dads lined up at a never-ending row of charcoal grills saying, “Boys will be boys,” over and over while watching incidents of light violence.
The voiceover poses the question: “Is this the best a man can get?”
No! The commercial pivots. One handsome 20-something man asks another handsome 20-something man to stop ogling a woman in the street. One young dad asks his daughter to say, “I’m strong.” Another young dad is moved to break up a brutal fight between children in a parking lot. That is the best a man can get.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
4 minutes ago by rgl7194
Men Are Mad Online Because of a New Gillette Commercial | GQ
A new ad from the shaving company asks men to not be awful, which is apparently too much to ask.
Today, the battle for men’s souls reached an extraordinary new frontier: men’s shaving brands. On Tuesday, Gillette released an ad that takes stock of a handful of cultural issues that have always lingered just beneath the surface but became full-blown talking points over the past year: sexual harassment, bullying, and a blanket excusal of this behavior because “boys will be boys.”
Most shaving ads feature gravelly voiced men booming out phrases like Mach 3 or titanium razors, while the camera zooms in on blades gliding over lathered faces. Gillette’s new ad asks viewers to think a little bit harder about its tagline A Best a Man Can Get. Really, what it asks for isn’t much: basic human decency. The ad states explicitly, “We believe in the best in men.” There are clips of Terry Crews, a sexual assault survivor, testifying in front of Congress that men need to hold other men accountable. The commercial shows men doing just that: holding off a pack of bullies, and stopping another guy from harassing a woman.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo  GQ 
5 minutes ago by rgl7194
Gillette's New Commercial Is Making Men Mad | Glamour
The razor brand's new ad pushes men to do better in the wake of #MeToo—and the online reactions have been heated.
We talk a lot about body hair around here, whether it's ways to help you remove it (laser hair removal, anyone?), celebrities who prefer to show it off, and this month's #Januhairy pro-stubble movement. And we haven't forgotten about the razor brands themselves, which have made strides to present a more inclusive attitude toward body hair, including showing it in their advertising instead of the unrealistically hairless bodies historically depicted. Women have applauded the changes, seen as both overdue and refreshing, which makes it even more of a head-scratcher that men have picked up their pitchforks and logged on to Twitter in order to voice their disdain over a new Gillette commercial.
The new commercial poses Gillette's tagline, "The Best a Man Can Get," as more of a question, forcing viewers to come to terms with the bullying, sexual aggression, and toxic masculinity that often accompanies "manliness." (It's worth noting that the American Psychological Association recently released a paper that tied toxic masculinity to depression and other adverse health effects.)
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
10 minutes ago by rgl7194
3 Reasons the New Gillette Commercial Is an Absolute Winner | Inc.com
Love it or hate it, everybody's talking about this ad.
This week, Gillette, the razor brand owned by corporate giant Proctor & Gamble, released a 2 minute online ad "We Believe: The Best Men Can Be" which has stirred up more controversy than any ad since Nike's Colin Kaepernick commercial from last year.
The short-film-esque advertisement calls for an end to "toxic masculinity" and the "Boys will be boys" excuse, and it has already received over 25 million views on YouTube and Facebook, but it has also received more dislikes than likes on YouTube, and has been criticized by conservative Tweeters, columnists, and TV pundits alike. Clearly it was gotten a lot of people's attention, even if some hate the ad. 
I love the ad. I've watched it a dozen times, and find it to be powerful, bold and moving. To me, the issue with "toxic masculinity" isn't that most men are guilty of sexism and the degradation of women, it's that most men know of a guy or two who are guilty of it, and don't actively speak up against it. That's an enormous societal challenge that Gillette is sparking a conversation about.
But forget me as a consumer, for a moment. Let me put on my marketing expertise hat on and tell you the three reasons that despite the naysayers, the ad is a huge winner that will undoubtedly lift sales for Gillette...
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
13 minutes ago by rgl7194
Gillette commercial controversy reaction exposes male privilege
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.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
13 minutes ago by rgl7194
Gillette's Masculinity Ad Is Actually Quite Conservative | HuffPost
“Is this the best a man can get?”
That’s the question behind the nearly two-minute video the shaving giant Gillette put out earlier this week. In the video, a series of opening scenes show young boys beating each other up, others bullying a boy they call a “freak” and a “sissy,” grown men ogling women, and a pervy businessman getting handsy with a female co-worker, all followed by a long line of middle-aged dads chanting over and over the familiar apologist mantra, “Boys will be boys.”
No sooner had Gillette released the commercial on Monday than the oracles of outrage weighed in. On Fox News, a predictable round of meltdowns over the ad immediately ensued. Elsewhere, the actor James Woods and others threatened they would boycott the company. Piers Morgan blasted it as a “pathetic man-hating ad,” proof of the “global assault on masculinity.” The conservative commentator Candace Owens concurred, calling the commercial the “product of mainstream radicalized feminism.”
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
16 minutes ago by rgl7194
In Its New Video, Gillette Appeals To Our Better Selves
Gillette recently rolled out a new advertisement. Discussing the topic of toxic masculinity, the ad was purposely released before the Super Bowl in order to generate a conversation, and it has. Within days of its release, the ad has been the subject of controversy, garnering over 1 million dislikes on YouTube, an angry tweetstorm, and a potential boycott as incensed customers have taken to destroying their Gillette products.
At the center of this controversy is the idea that the commercial seems to be attacking the company's consumer base, men, by highlighting male misbehavior. However, viewing the commercial with the assumption that the ad desires to demonize men, misses its point. The commercial doesn’t seek to malign all men or masculinity but identifies male misbehavior and encourages all men to be active in stopping it. Gillette’s commercial attempts to tackle a bystander problem.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
16 minutes ago by rgl7194
The new Gillette commercial: The best an ad can get | TheHill
The recent commercial from Gillette, titled “Toxic Masculinity” has sparked a great deal of discussion and controversy. Unlike many debates over the merits of particular ad messaging or brand communication decision, there aren’t simply two sides or easy love it/hate it reactions.
This one seems to be a bit more complex and people’s reactions more emotional and nuanced. On its face, the ad, which is ostensibly targeted at the typical male Gillette user, is quite simply beseeching men to be “better” and to work toward the goal of being their best.
This is similar in spirit to, say, Dove’s long-running “Campaign for Real Beauty” campaign, which points out the many ways in which women can be their own worst enemy when it comes to their self-image.
advertising  commercials  sexism  racism  gillette  men  video  #MeToo 
17 minutes ago by rgl7194
How White People Handle Diversity Training in the Workplace
White fragility functions as a form of bullying: “I am going to make it so miserable for you to confront me — no matter how diplomatically you try to do so — that you will simply back off, give up, and never raise the issue again.” White fragility keeps people of color in line and “in their place.” In this way, it is a powerful form of white racial control. Social power is not fixed; it is constantly challenged and needs to be maintained.
race  racism 
yesterday by yiqing

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