8 Reasons the New Gillette Ad Just Works
Jan 16, 2019   •   Tim Henares
8List.ph is published by ID8, Inc.
Jan 16, 2019   •   Tim Henares
Recently, Gillette came out with a new ad called “We Believe: The Best Men Can Be,” and in this post-#MeToo world we live in, it’s simply everything we could hope for.
Who knew Gillette, of all brands, would be one of those thoughtfully responding to the times? You know you’re doing something right when Men’s Right Activists, who do more complaining than solving any “issues” men supposedly have, denounces you. Here are just 8 reasons why Gillette knocked this one right out of the park:
It’s easy to just succumb to “boys will be boys,” simply because it seems that all of us men went through that phase, and eventually outgrew them (or so we think). And that’s exactly the issue with “boys will be boys”: it’s been an excuse for horrible behavior for so long, and throws those among us who don’t subscribe to horrible behavior in the same pile, pretty much undermining the whole #NotAllMen defense in one go.
It’s one thing to state there’s a problem, but it’s another thing to show how one can address the problem. As a man is about to catcall a woman, another man cuts him off, shakes his head, and says with a smile, “not cool,” a casual reminder that sometimes, the worst things we do are often the ones that don’t seem a big deal to us, yet can ruin someone else’s day. Instead of letting two kids slug it out at the barbecue, a dad stops them to remind them “that’s not how you treat each other.”
“Because the boys watching today will be the men of tomorrow.” It’s a great counterpoint to “boys will be boys,” and completely reinforces that hey, men can and should do better, not for anything, but because they owe it to themselves. It goes with and beyond feminism, and that’s what makes this notion fascinating.
Gillette may not be as notoriously misogynistic as, say, Axe, but there’s no denying that any women you would see in their ads was merely a prop to emphasize how attractive you are after a nice, clean shave. They referenced this themselves.
Now, if only they’d stop Pink Taxing their Venus razors, they’d be golden.
The thing with toxic masculinity is, while it does have very adverse effects on women who are the receiving end of it, men get it pretty bad, too, when they have to put up with it. Bullying is a hot topic in the Philippines right now, and Gillette makes the stance that you can no longer just be a bystander when it comes to that. And they did it without anyone being a tattletale.
Anything that features Terry Crews just gets 200% cooler. It’s a proven fact, guys.
There’s something amazing about a campaign you can immediately take to heart upon seeing it, and that’s what Gillette managed to pull off: it’s a perfectly practical, doable, and absolutely feasible campaign to change one’s behavior not just towards women, but towards masculinity in general.
Gillette’s slogan has always been “The Best A Man Can Get,” which plays on the double-meaning that it’s the best for a man, and it’s the epitome of a man. In turning toxic masculinity on its head, Gillette manages to stay on brand by saying that this is how men become the best they can be: not by subscribing to toxic stereotypes, but by standing up for something.
What’s your take on the ad? Tell us below!
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