The personal care products brand Gillette faces a growing tide of backlash over a new ad published this week that appears to smear all men as predatory bullies suffering from so-called “toxic masculinity.”
“The Procter & Gamble-owned company is using the new ad to tackle its own slogan, ‘The Best a Man Can Get,’ addressing issues of harassment, bullying and men’s mental health,” Fox News reported.
“It also promotes the idea that men can and need to do better when it comes to holding each other accountable and treating women with respect so as to set a better example for boys watching them.”
Watch the ad below:
While the advertisement appears at first glance to be promoting positive behavior, a closer inspection reveals that it reeks of Marxist-styled “social justice” concepts, including “toxic masculinity.”
Far-leftists activists concocted the misandrist term “toxic masculinity” in an attempt to pathologize the otherwise normal behavior observed among men, including their inclination toward protecting women and children, maintaining stoicism during dark times and being fearless leaders.
To the left, these age-old attributes of men represent anomalies that need to be stamped out of society. And judging by Gillette’s latest rhetoric, the personal care products brand believes similarly.
“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette,” the brand announced on its website.
This mentality aligns perfectly with the left’s vision of transforming the notion of masculinity from one centered on strength and perseverance to one based on men being emotionally fragile wimps who may or may not enjoy prancing about like a little girl.
Social media users, some of them women, were not pleased with Gillette’s embrace of this vision.
I will take a strong man with “toxic masculinity” like John Wayne, Gary Cooper, Gregory Peck, and on the other side of the ocean – Roger Moore and David Niven – over “soyboys”! Men should be strong, masculine and GENTLEMEN, not wimpy wimps! pic.twitter.com/sIj4gOzFO6— Proud Patriot Patty❌ 🇺🇸 (@ProudCAPatriot) January 15, 2019
My husband and I have raised our son to be a man and to respect others and how to treat all people especially women. He is 17 and he is and will be a decent strong man so I do not need Gillette to tell me how to think or how to raise my son. No more Gillette in my house— Michelle my Bell (@Michell67072723) January 15, 2019
@Gillette On behalf of my father, who raised me strong, on behalf of my husband who loves and respects me and our daughter, on behalf of my son’s who are wonderful, strong, caring young men. F**k You!— Jessica (@bunnyofdoom1974) January 15, 2019
To boys and men, thank you for being strong strapping men fighting for our country! You are awesome! Please continue to work out and be involved in politics so we can rid ourselves of the communist globalists. Ignore the “toxic” male crap. Communists scared of u, a GREAT THING!— Nurnberg (@Nurnberg) January 15, 2019
Real men don’t cry in public. Sometimes we need a strong person to take charge- not one that bursts into tears every timerhetrs a problem. Man up.— Hans Nees (@HansNees) January 15, 2019
The world needs more powerful male role models, not less. Education is dominated by women and effeminate men. Crime among young men is increasing: young men need a strong male example for a successful future in life and work. Stop feminising the man @gillette #TheBestMenCanBe pic.twitter.com/hTPP2rbUb9— flame&go (@flameandgo) January 15, 2019
Gillette’s new ad also contains brief footage from the radically far-left YouTube talk show “The Young Turks,” as well as a brief mention of the #MeToo movement against sexual assault and abuse.
Though the movement began as a legitimate effort to bring abusers to justice, criticism against it has begun mounting because of the growing preponderance of false allegations against innocent men.
Social media users were quick to note both of these observations to Gillette.
Using The Young Turks in your ad? I suggest you look up where they chose to get their name from… Then follow that towards the Armenian Genocide. Is this the best that Gillette can get? You just lost a lifelong customer. Disgusting and disappointing.— George Reagan (@nicetrymrshack) January 15, 2019
My God Gillette. You seriously used The Young Turks in your propaganda? Dollar Shave Club here I come.— Diabolical Shmoo (@DiabolicalShmoo) January 15, 2019
There should also be one for women about belittling men & each other,& about the vast minority that make false allegations,or take their former husband to the cleaners in the divorce courts purely out of spite. Only then,could you be even-handed but one problem at a time I guess.— The Gardener (@TheGard15289561) January 15, 2019
What about all those false allegations that have ruined life of individuals there family .. who will be accountable for it ??— Ricky Garg 🇮🇳 (@rickygarg) January 15, 2019
Harassment is real but its not one sided
When we have a video saying— SlyNine (@SlyNine1) January 15, 2019
“girls will be girls doesn’t excuse false allegations of rape”
“Women need to hold women accountable for gold digging & parental alienation”
“is this the best women can be”
and you don’t see that as misogyny. let me know.
Yes it’s ads like these that lead women to engage in rampant false accusations, paternity fraud, forcing employers to pay for their birth control, controlling men’s speech, and behaviour, beating up their spouse, and raping their male students.— Camjam (@Camjam92457105) January 15, 2019
Would #ToxicFeminism be the flip side of the #ToxicMasculinity coin? Can @Gillette make an Ad for womens products that teaches them NOT TO: use children as pawns, destroy men’s lives when they break up, make false accusations of sexual assault or domestic abuse, etc? #Gillette— Son of Scotland 🏴 (@SonOfScotland70) January 15, 2019
Twitter users noted that the sort of genuinely bad behavior (harassment, bullying) that Gillette seeks to eradicate exists on both sides of the gender aisle. So why then is the brand only targeting one gender?
It again speaks to the politics of the Democrat Party, which says that all men are vicious, evil abusers, whereas all women are innocent victims, never mind the actual facts.
Why exactly the brand chose to involve itself in politics remains unclear, though it isn’t the first successful company to risk everything in the name of left-wing “social justice.”
While it’s equally unclear whether the brand’s latest campaign will backfire on it, the initial signs suggests it will indeed.
Never buying from Gillette again— Mark Gol (@MarkGol5) January 15, 2019
Hi there, @Gillette! Being a man is not a crime, and it certainly doesn’t make a potential criminal. Your insulting ad is a sad attempt at pandering to those who will never buy your products. Terrible move for a company that relies on a customer base on a permanent basis. Bye! 👋🏻— Giliprogre (@Giliprogre) January 15, 2019
I’ll never buy @Gillette razors again.— Illustratorius Rex ❌ (@Illustratorius) January 15, 2019
Everything liberals do and everything they touch is cringe… grooming children for pedophiles and castrating little boys isn’t enough for them, they want little boys to hate themselves and wear girl panties. . Will never buy any of your products again. Proctor and gamble…— Jennifer Neilson❌ (@missjennwilson) January 15, 2019
Been a Gillette consumer for 20 years. I’ll NEVER buy another of their razors again. Since when did the Western World become the New Castrati?#GetWokeGoBroke— GioseesMovies (@GioseesM) January 15, 2019
This toxically masculine male will never buy another Gillette product.— karlhungus (@DavidDi64549182) January 15, 2019
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