It has been a week since Gillette, the international shaving company, released its newest campaign ad. If you haven’t seen it yet, the commercial tackles Gillette’s long-standing tagline: THE BEST A MAN CAN GET. What does it really mean for the brand aside from expensive men’s grooming needs?
Gillette discussed a handful of social issues that have always lingered beneath the surface but have recently become full-blown talking points over the past year: bullying, the #MeToo movement, toxic masculinity, and the “boys will be boys” mentality.
The ad had clips of Terry Crews, a sexual assault survivor, testifying in front of Congress about men needing to hold other men accountable, men stopping sexually driven guys from harassing women, a man stopping kids from fighting each other, and other examples of how men can counter toxic masculinity.
But, apparently, this is too much to ask. If you visit the YouTube site of the video, you will see that the downvotes outnumber the upvotes. The comments section is flooded with remarks about boycotting Gillette and how it’s an attack against men. Ironically, this is exactly what the ad was trying to point out. There are men out there who do not understand the consequences of their actions, and the repercussions it has on the lives of others.
Men of today need to understand that they are being watched and that they need to set an example to every kid in the world that’s looking at them. It doesn’t matter if you make a change in a small way or on a much larger scale. Change is change and that’s what we need. As the ad points out, some people may have already started doing this, but "some is not enough."
In all honesty, we applaud the courage and boldness of Gillette and its desire to help us reconsider what being a man is. Maybe they can turn their slogan to “Is this the best a man can get?” Unfortunately, right now, it’ still very much a big NO. But, hopefully, this sparks a new fire in us men all over the world to become better than ourselves because that's the manliest thing we could do. And, in time, we will get there.