Gillette fully back tracking on "toxic masculinity" with new advert

EsraYmssik · 2019-03-02T12:11:23+00:00

So men aren't necessarily toxic, as long as they are willing to put on the uniform and pick up a gun.

Not really a massive turn around; just marketing male disposability.

N19864 · 2019-03-02T12:32:34+00:00

Comments are rating are disabled. LOL

3adbx0256kvac · 2019-03-02T13:03:08+00:00

Too little too late

XteveMcQueen · 2019-03-02T14:02:58+00:00

Too little too late for this customer. I’ve jumped ship with every Gillette product I was using. Even tossed my toothbrush (P&G).

typhonblue · 2019-03-02T17:03:08+00:00

This is a "backtrack?!" Are you fucking kidding me?

A soldier gets browbeaten by his wife to do "right" by his family by abandoning his service. I can't believe they had the gall to say this message supports servicemen. How? By saying their service damages their families?

Not to mention this commercial is just... poorly executed. What does deodorant have to do with the central conflict? Can I hate this man's wife anymore? Did you not know he was a soldier when you married him? And what does any of this have to do with deodorant?

It's main message is that "even heros sweat" but... what man is unaware that soldiers sweat?! That sounds like a marketing message geared more to women's endless insecurity regarding the fact that they are, in essence, hairy smelly, sweaty apes just like men.

popzi · 2019-03-02T14:34:38+00:00

Disliked. Don't care. You fucked up.

user_miki · 2019-03-02T13:23:05+00:00

Hope they backtrack to bankruptcy.

BTW a nice ad would be a guy shaving in a mirror with his boys playing in the background and him smiled.Simple as that.

goldmedalflower · 2019-03-02T12:50:42+00:00

Not until they 1000% apologize and retract that previous ad.

Standard_Rules_Apply · 2019-03-02T15:52:51+00:00

Ok.

I made it to 1:31 before I turned it off. This isn't an advertisement for men's health care products.

After a minute and a half I asked myself, "What are they trying to sell me? Deodorant? Or a one way ticket to the Army?"

I think it can be useful to incorporate stories into advertising but this isn't a story about the need for deodorant and shaving cream.

This is an awful attempt to regain lost consumers with yet another botched commercial.

The choice of music is ludicrous and completely off base. They remixed the original upbeat reggae into a horrific melodramatic track of garbage trying to invoke emotional responses.

Why Gillette? Why?

2019-03-02T13:01:11+00:00

Looks like their previous advertisement did not work lmao

2019-03-02T17:58:28+00:00

"Backtracking" would be "What we did was egregiously wrong, we attacked and slandered men and were are terribly ashamed of it"

funkyjunkymonkey · 2019-03-02T18:22:57+00:00

Nice try Gillette, but sorry. I'm still not buying any of your shit ever again.

The_Great_Sarcasmo · 2019-03-02T16:50:31+00:00

Obvious mansplaining at 24 seconds.

Also the "army" bits are a bit low budget. He could easily be in some kind of separatist militia from the way it was filmed.

steviestevesteve111 · 2019-03-02T19:54:07+00:00

Dont care hope they never recover from that racist, sexist travesty

2019-03-02T16:37:50+00:00

Uh, Gillette, this is hardly an improvement.

Not every man is in the military. So equating positive masculinity to serving in the armed forces doesn't boost the morale of the rest of the male population.

Nice try, though.

graysonuk · 2019-03-02T16:46:28+00:00

I think the saying is too little too late. I still refuse to buy there products after there last ad campaign.

perplexedm · 2019-03-02T16:46:46+00:00

Every hero sweats. Hmm.. is that a ironic take on positive masculinity?

This just look like another jelly male feminist ad.

A well built man just does hard lifting in the woods, most of the time mushing up with his wife and girl child? Effing show some real life shit which real people do in real life like battle fields, environmental disasters, etc.

If gillete is pandering to gender politics, making profit by dividing people on those lines, still F you.

PleasantHuman · 2019-03-02T19:58:15+00:00

I dont give a fuck what they do, I will never support P&G again unless they publicly denounce feminism and apologize for supporting their sexist bigoted ideology

Ted8367 · 2019-03-02T19:18:32+00:00

A failed attempt to undo their mess. It's crude and tone deaf. Are they still using feminists to construct their propaganda?

lastlaugh100 · 2019-03-02T21:37:20+00:00

This is an ad for women who fantasize about some military Chad to marry and have kids with. Their husband/boyfriend might not be like the guy in the commercial but at least he can smell like him if they switch to Gillette.

PandaMike90 · 2019-03-02T19:43:30+00:00

Well i didn't really expect much, they thought the other add was what men wanted to see, they are completely disconnected from their userbase.

This company thinks people are going to be shamed into buying their products, and honestly it's the way this generation achieves most things... They shame people by calling them racist's, bigots and so on.

Obviously they have no idea how to fix it, or are just unwilling to fix it because it goes against P&G's new vision...

I remember wanting to sign up for the P&G CEO challenge last year and they had this picture of the 2018 winning team, which consisted of three muslim women wearing their veils (the one that covers the hair only).

I thought to myself that it might mean P&G was going full SJW (never go full SJW) but i didn't want to judge them right away.

Then the first Gillette add came out i thought... Yup, they are going full SJW...

2019-03-02T21:54:28+00:00

Still ain't going to buy none of their crap.

rahsoft · 2019-03-02T22:07:40+00:00

Gillette

still not buying your S**T

xerotolerance879 · 2019-03-02T17:44:29+00:00

Well, at least they knew they screwed up.

NibblyPig · 2019-03-02T18:18:29+00:00

I can't even understand what this is trying to show me.

The tagline 'Every Hero Sweats' doesn't make any sense with the video. A tagline starting with 'Every' should have a bunch of examples right? Like all different types of people and how they are unified by this one quality.

Him randomly getting a job doesn't make any sense, on its own or in the context of the tagline. Did he leave the army? But it keeps showing them side by side, and there's nothing to indicate the passage of time. He's the same age so did he leave? Or what.

I don't think this is toxic masculinity I think it's just bizarre and nonsensical

HesperianDragon · 2019-03-02T18:51:21+00:00

At least this time they showed the product in the ad.

PandaMike90 · 2019-03-02T19:41:03+00:00

Well i didn't really expect much, they thought the other add was what men wanted to see, they are completely disconnected from their userbase.

So obviously they have no idea how to fix it, or are just unwilling to fix it because it goes against P&G's new vision...

I remember wanting to sign up for the P&G CEO challenge last year and they had this picture of the 2018 winning team, which consisted of three muslim women wearing their veils (the one that covers the hair only).

I thought to myself that it might mean P&G was going full SJW (never go full SJW) but i didn't want to judge them right away.

Then the first Gillette add came out i thought... Yup, they are going full SJW...

sonofsuperman1983 · 2019-03-02T20:38:06+00:00

Guess the felt it on the bottom line.

XavierMalory · 2019-03-02T20:45:15+00:00

They're dead to me. P&G will never see another dollar from me for their products.

Not even doing it as a matter of boycotting or complaint, mind you.

It's a matter of principle.

2019-03-02T20:58:39+00:00

They do things to target an audience for sales and stock prices. Gurantee to prove this isn't a backtrack they'll release a completely different advert with a different issue not related to gender.

Lion_amongst_gods · 2019-03-02T22:06:35+00:00

No, thanks. I'm good.

2019-03-03T01:40:32+00:00

Dollar Shave Club is awesome. That is all I have to say.

Japansexnetwork · 2019-03-03T03:19:42+00:00

It's too late, will never buy another Gillette anything.

masterdebator300 · 2019-03-03T03:23:18+00:00

Whats with gillettes social cause obsession anyway? I miss the good old days when they would just show a handsome guy shaving with their razor and smiling at the camera.

Male_Positive · 2019-03-03T03:31:36+00:00

People say that we can earn respect by improving ourselves. Note that actually, we earned respect by complaining (the same way that women earned respect).

Jackson2615 · 2019-03-03T04:56:38+00:00

I like many have stopped buying Gillette products, keep it up guys it seems the dickheads at Gillette are getting the message but have a way to go ………………….

Uly-sses · 2019-03-03T06:16:20+00:00

Even if they came out and apologized for it, it is too late. I will never buy their products again. They showed their disconnect and ignorance as a company, and I will not support that with my money.

2019-03-03T07:42:59+00:00

Too late.... I am a schik man now fuckers

VikingRaid13 · 2019-03-03T20:19:14+00:00

Nice try.

Soviet_Rambo · 2019-03-04T00:20:58+00:00

At 1:33 in the video, he says, "I'm sorry".

I'm wondering, sorry for what? For not finding a job yet?
For not submitting to her when she was bitching about the bills 20 seconds earlier in the ad?

It seems like there are still some subtle, anti-male things in this ad.

notGekko463 · 2019-03-04T11:32:06+00:00

I think you missed the point. He TAKES OFF the uniform because his Alpha wife tells him to.

New Ad means “Take orders from alpha wife, dessert from military post. Beg for cubicle job in corporation. Take orders from alpha African American woman.

Bring corporate beta bux back to dominant wife”. Got it.

Gillette: “Hand over your balls”.

KittyCollector · 2019-03-02T15:46:51+00:00

i need me a man like this

Title	Gillette fully back tracking on "toxic masculinity" with new advert
Author	UUUU__UUUU
Upvotes	160
Comments	77
Date	March 2, 2019 11:55 AM UTC (7 years ago)
Subreddit	Posted in /r/MensRights
Original Link	https://old.reddit.com/r/MensRights/comments/awh2eo/gillette_fully_back_tracking_on_toxic_masculinity/
Archive Link	https://theredarchive.com/r/MensRights/gillette-fully-back-tracking-on-toxic-masculinity.882655 https://theredarchive.com/post/882655