SEXIST GILLETTE AD PORTRAYS WOMEN AS WEAK AND HELPLESS
Gillette released a ‘short film’ entitled ‘We Believe: The Best Men Can Be”. The glorified commercial attempts to stand in solidarity with women in regards to the United States’ epidemic of toxic masculinity. Unfortunately, the ad came off as nothing more than chauvinistic and demeaning towards women.
Let’s start with the fact that the ratio of male to female actors is atrocious at best. Seriously, how can you make an ad against men and feature so few women? And of course, the women cast were portrayed as classic damsels in distress.
At one point, they showcased a woman in a meeting with a bunch of her male co-workers. One of the men puts his hand on her shoulder, and mansplains the point she was making to the other males. Instead of soccer kicking him into another dimension, she spaces out and doesn’t do a thing about it. Why do women have to be portrayed as frail, agreeable, and helpless? It isn’t true. Women don’t need men to solve their problems, or come and save them.
Another example takes place at some sort of teen movie pool party, where a toxically masculine man tells a girl to “smile sweetie”. She rolls her eyes and allows another man to call him out. While I’m in full support of men policing other men in regards to their toxicity, I’d rather see a more progressive girl power spin on the situation.
Have they not seen how much ass Gal Gadot kicked in Wonder Woman? But of course, this sexist Gillette ad had no interest in showcasing strong, independent women.
Gillette is blissfully unaware of their patriarchal condescension. If they really wanted to put a proper end to toxic masculinity, they’d stop typecasting women as helpless! None of the actresses even had a speaking role. Personally, I don’t shave my legs because I refuse to adhere to societal expectations, but if I did, I’d choose another brand of razor. Nice try Gillette, you aren’t fooling anyone.