Thank You, Gillette, For A Stunning And Absolutely Necessary Commercial On Toxic Masculinity



I saw this commercial the other day and I was stunned by it. I hear it has been around for a while but this is the first time I have seen it; guess I must have been sleeping when it was aired!

Gillette has always been a trusted brand for men but to see them challenge men as a whole to shave their toxic masculinity made my whole day and certainly made the commercial a must-see.

With the #metoo movement, the conversations have been opened up and not before time.

It is up to men to change their behavior towards women, after all, us women have been saying that for generations now. Men who behave appallingly towards women should be made accountable, but we should also acknowledge that not all men have bad behaviors.

Gillette’s commercial sends a powerful message and asks all men to take action on their own behavior, and if they see bad behavior to call the men out.

The brand’s tag line for over 30 years has been: “The Best A Man Can Get.”

The commercial has a new take on that: “The Best A Man Can Get”

They are actively encouraging the new generation, our young boys and teenagers to not copy their fathers, grandfathers, uncle’s and other male role models and stand up and say, “Enough with the harassing and mistreating women”, but also from bullying each other and engaging in acts of toxic masculinity.

The commercial, targeted at men and called “We Believe,” begins with audio of news about the #MeToo movement. A narrator then takes on the common phrase, “boys will be boys,” asking, “Is this the best a man can get? Is it? 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 commercial shows men stepping in and stopping those from catcalling, telling a woman to smile, inappropriate touching to name just a few examples.

I really liked the way it showed two boys fighting and a Dad stepping in and stopping them instead of looking on and saying, “Boys will be boys”.

You see a mother cradling her bullied son as the text messages are shown on the screen which is heart-breaking to read.

Then you hear: “Something finally changed, and there will be no going back,”

Finally, we are all speaking up.



We’re demanding better from men.

AGAIN! I say not all men are like this, but it sadly is the bad behavior that outweighs the good ones.

Gillette at the end of the commercial says: “Because the boys of today will be the men of tomorrow.”

Yes, Yes and I say again Yes, Gillette nailed it and I need tissues where’s the damn box.  Take a look for yourself, bet you cry too.

 

Gillette’s brand director Pankaj Bhalla told the Wall Street Journal; “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,”  “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.”

That is one very powerful statement for the brand to take, an important one and I think one we could all very well be thanking them for in the years to come.

Thank you, Gillette, for directing the conversation toward men and how they can and must do better.



We Believe