Even razor ads are aspirational.
Muscled men with chiseled jawlines, gliding ‘three precision blades with cushioned, comfort gel strips that soothe and cool’ their already hairless faces. Or something. (I mean, why doesn’t there ever seem to be hair falling onto the sink/clinging to every surface of the shower?)
But US grooming brand Gillette has tried its hand at promoting a different kind of aspirational message with a new 90-second commercial.
It’s called ‘We Believe’, and it re-frames the brand’s famous tagline – one it’s used for over 30 years – to explore issues of toxic masculinity. With staged snapshots of men sexually harassing women, a young boy being hounded by bullies, fathers excusing their sons’ violent tousle as ‘boys being boys’, it asks: “Is this ‘the best a man can get?'”
“We can’t hide from it. It has gone on far too long. We can’t laugh it off, making the same old excuses,” the voice-over says. “But something finally changed, and there will be no going back. Because we believe in the best in men; to say the right thing, to act the right way.”
The footage flashes from actor Terry Cruz testifying about being sexually assaulted by a Hollywood executive, back to those fictional scenes, this time with men intervening against the harassment, the bullying, the boys’ violence.
“Some already are, in ways big and small,” it continues. “But some is not enough. Because the boys watching today will be the men of tomorrow.”
Watch the clip below:
As the world’s largest marketer to men, Gillette’s parent company Procter & Gamble said it recognised that change was needed across the brand’s advertising to reflect “modern manhood”. That means change in the way men are both portrayed and addressed, said P&G’s President of Global Grooming, Gary Coombe.
“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 Modelling in the ads we run, the images we publish to social media, the words we choose, and more,” he said in a statement. “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.”
While the socially conscious move is being celebrated by most, below each posting of the ‘We Believe’ clip across Gillette’s social media channels were a clump of comments denouncing the message. Several critics pledged to boycott the brand, while hurling accusations of “virtue signalling”, even “misandry”.
But as more than one supporter noted, those who are upset by the message only help demonstrate precisely why it’s so important.
Yes, it’s just a razor brand. Yes, it’s a promotional exercise.
But it shows that these crucial messages are beginning to reach into even the most superficial corners of media. And that’s what you call progress.
Top Comments
To be cynical, I’m usually the one that throws the razors in the trolley when I’m doing the soap/toothpaste etc grocery aisle. Could they be attempting to appeal to women shoppers?
Here's an idea. Can't we accept that there are toxic people of both sexes in the world, and work to create harmony, acceptance, respect and love between all people of all genders?
I hate the idea that we're telling boys and men that they're "toxic" just because they happened to be born male. What does that really do to a little boy? Telling him that there's something wrong with him, and that he needs to be more feminine because by the virtue of his birth, he's "toxic". Is this really the message we want to be sending boys?
Call out bad behaviour for sure, I have no problem with that. Call out bullying, sexism and racism, but don't tar a whole gender based on the actions of a few.
Besides, we need masculine men to fight our wars, work in dangerous jobs and to protect both men and women from those who would do us harm.
I didn't see my wife complaining about masculinity when we saw Jason Momoa in Aquaman recently. I'm reasonably sure she would prefer to spend time with him, or Chris Hemsworth, rather than say Pee Wee Herman.
Boys and men aren't being told that they are toxic. They're being told that some actions, words and behaviours are.
You can conflate that with other things all you like, but there's nothing in that ad that's going to make any boy or man think they're "wrong" because of their gender or implying that they should be. Only the message that we should all respect others.
Yes but Jason Moama and Chris Hemsworth don't have a shiny red bike ;o)
Seriously though, I'd be curious to read any studies if this sort of message effects young kids.
Then to help prevent the confusion that some people see it as a generic comment targeted at boys and only boys, let's call it toxic humanity?
This ad didn’t tell boys and men they were toxic. It is telling boys and men to call out traditionally toxic behaviour among men. Instead of fighting, cat calling etc. behaviour in the past that would have been deemed acceptable. Just call it out.
“We need masculine men to fight our wars”. I think our end goal here should be no wars, no fighting. Is it optimistic? Of course, but maybe we could all collectively try to stop this mentality that we’re all enemies. This is not conceivable in our life time, I know that, but eventually that’s what everyone in this world should be working towards.
“Work in dangerous jobs”. Could you provide some examples of dangerous jobs that only masculine men can do? I’ve seen female pilots, fighter pilots, in defence, in trade, sports etc. I can’t really think of a job that requires a masculine man to do it.
Your wife might like masculine men. And other woman no doubt like them too. I am not a fan of the notion that men have to look like Jason Momoa. And I say that as a Pacific Islander as well (where men in our cultures are traditionally masculine).