Boys will be boys… not so much anymore it would seem. Another iconic brand is about to bite the dust of history. Gillette has embraced the #MeToo movement in a new digital ad campaign aimed at men. The spot is asking, ‘Is this the best a man can get?’ But Gillette customers sure should. Most men don’t equate razors with social justice but here we are.
They have a new ad out entitled: “We Believe.” It starts out with audio of news about the current #MeToo movement, bullying and “toxic masculinity.” The narrator then goes on with a new male/feminist tagline that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.” I suggest Gillette not alienate every real man in America and fire their marketing crew.
This is definitely a new spin on their 30-year-old tagline, “The Best A Man Can Get.” That used to stand for men doing the right thing and being real men. Now, companies like Gillette are seeking to emasculate American men and shame them into being weak, boring shadows of what women really want.
You can find the ad all over Gillette’s Twitter page and on YouTube. This really is not shocking coming from their parent company of Proctor & Gamble who has been sliding in this direction for some time now. They have gone all-in on social issues in a tone-deaf frenzy of not understanding their customer base. They have gone after polarizing political topics such as illegal immigration and gun control – all from a leftist perspective. Certainly not from a conservative, constitutional or an American perspective.
P&G is perhaps best known for its lauded “Like a Girl” ad campaign for feminine-care brand Always and “Stress test” for deodorant brand Secret. It’s feminism run amok.
From The Wall Street Journal:
“The latest ad, created by Gillette’s ad agency Grey, is among the first to address the #MeToo movement head-on, and to blatantly tell men to change their behavior.
“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” said Pankaj Bhalla, Gillette brand director for North America in an emailed statement. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”
“It’s a risky move,” said Dean Crutchfield, CEO of branding firm Crutchfield + Partners. On one hand, it “creates a credible, believable, and upfront conversation that takes brutal honesty and tough decisions,” he said.
“Gillette needs to appeal to millennials who care about what companies stand for, he said. “There’s a demand for this, for purpose, for brands to be tackling tough issues in the moment.”
“But the ad could backfire and alienate Gillette’s base, Mr. Crutchfield cautioned. “Does the customer want to be told they’re a naughty boy? Are you asking too much of your consumer to be having this conversation with them?”
“Brands diving into charged social issues risk turning off customers who don’t agree with their stance, don’t believe it is authentic or consider it poorly handled.
“Nike ’s recent ad starring former NFL quarterback Colin Kaepernick, who had led player protests for racial justice during pregame national anthem ceremonies, was widely praised (though criticized by others). But a 2017 commercial in which Kendall Jenner joins a protest march and hands a Pepsi to a cop was accused of trivializing the Black Lives Matter movement.
“It’s about execution,” said Mr. Crutchfield. “Sometimes brands stretch themselves too fine and they snap.”’
— Gillette (@Gillette) January 14, 2019
This isn’t so much about separating the men from the boys as it is with doing away with genders altogether.
In addition to debuting their new short film, Gillette is taking action by committing to donating $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to help men of all ages achieve their personal “best.” It’s more social justice a la Nike. Their first partner in all this will be the Boys & Girls Clubs of America.
“As the world’s largest marketer to men, we knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn,” said Gary Coombe, president, P&G Global Grooming. “As a starting point, and effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of Respect, Accountability and Role Modeling in the ads we run, the images we publish to social media, the words we choose, and more. For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”
In other words, they will not allow men to speak or act like men. The company will self-censor to placate radical leftists. This isn’t about bullying or sexual abuse… it’s about culture and one corporation at a time, the left is taking ours away from every American. “The Best A Man Can Get” is no more.
— Gillette (@Gillette) January 14, 2019