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RELAX GUYS, THE TOXIC MASCULINITY GILLETTE AD ISN’T AIMED AT YOU

RELAX GUYS, THE TOXIC MASCULINITY GILLETTE AD ISN’T AIMED AT YOU

No man should be offended by commercials, or triggered by vacuous statements. Get your dude panties out of their bunch and pay attention. Nothing about that toxic masculinity Gillette ad was meant for you. None of it.

Do you really believe any company who claims solidarity with social justice? Of course not. It’s mere posturing, virtue signaling for the chance to claim a false feeling of superiority.

Gillette is a company that sells razors, why would they make an ad stating they think half of their demographic needs to change? They’re trying to appeal to women, hence the dramatic commercial.

Think about it. What did the great Edward Bernays do when the tobacco industry was lacking the female demographic? He hired babes to light up cigarettes at the same time, in a high profile place, photographed it, and used the tagline “freedom flames”. It was an all time great setup, and framed anyone who dissented as a male chauvinist of some sort. And it worked.

So what’s their strategy here? Well, Gillette sells women’s razors. By appearing to stand with women, and against the in vogue buzzword “toxic masculinity”, they further cull support from that audience. Maybe even convert a non leg shaving feminist or two into customers. And they don’t alienate their male audience because they framed themselves as the helpful friend, the white knight cool uncle good guy who just wants to see men do better. Genius I say. And judging by the backlash they brilliantly manufactured, it’ll work. And good for them, manipulating the masses is no easy task. Public relations is an art form in and of itself.

Let people buy more Gillette razors. Why not? They’re great products, albeit overpriced.

And for the love of Zeus, don’t be triggered and run off to a safe space because of a well executed marketing strategy. We all damn well know masculinity isn’t “toxic”, but asshole behaviors are. Everyone can work on those. It really isn’t worth a rise, although it may be worth a raise for whoever came up with the concept for that campaign. 

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