ICYMI: Gillette, the shaver brand, released an ad for the #MeToo era that asked men to be the best versions of themselves/role models for the young. Perhaps predictably, it didn’t go down well. Via the Conversation:
The mutiny against Gillette’s ad reinforces why we need movements like #MeToo and shows how painfully little distance we as a society have covered since it began. In the wake of various high-profile allegations, #MeToo called out unsavoury behaviour that was somehow condoned by society – behaviour that increasingly comes under the umbrella of “toxic masculinity”. Yet Gillette’s ad, which recognises this drive for change and wants to take positive action, has been met by a major backlash.
The YouTube video of the ad had more than 200,000 comments just a few days after going live. The numbers of likes have hit 387,000. More tellingly, the number of dislikes exceeds 796,000.
Angry comments cover a range of issues with the advert: from those who declare they will never buy Gillette again, to the belief that boys need “rough and tumble” to develop healthily, and that society is falling apart because men are simply not “manly” enough anymore. Others claim that only women are hitting “like” and that this is further evidence of feminism sticking its nose where it has no vested interest: men’s toiletries.