In January, Proctor & Gamble’s Gillette released a very controversial ad created to encourage men to ditch their “toxic masculinity.”
Gillette’s ad called, “We Believe The Best Men Can Be”, encourages men to rethink the way they behave and especially the way they raise their sons.
The slick ad shows men barbecuing, fighting, and of course, in the unnactural act <sarcasm> of hitting on women. Proctor & Gamble’s efforts to connect with the #MeToo movement turned out to be an epic fail.
Men who buy their razors took to social media to show themselves switching to other brands like “Harry’s,” “The Dollar Shave Club,” or “Schick.”
Gillette CEO and president Gary Coombe is defending the $8 billion write-down Procter & Gamble experienced last quarter related to his brand, saying in a recent interview that it was “worth paying” and that he doesn’t mind alienating some customers.
Coombe told Marketing Week that the loss was “a price worth paying” as the 188-year-old maker of razors, blades and other grooming products contends with dwindling sales.
“It was pretty stark. We were losing share, we were losing awareness and penetration, and something had to be done,” Coombe said. He said Gillette decided to “take a chance in an emotionally-charged way.”
Here’s a look at Gillette’s controversial anti-toxic masculinity ad:
— Gillette (@Gillette) January 14, 2019
In the midst of the controversy over the ad, Gillette’s brand director weighed in on their decision to admonish the men who buy their product, saying, “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.”
Two weeks after the Gillette ad rocked social media, conservative commentator and YouTube sensation,” Mr. Reagan,” has created the perfect parody to the white man shaming Gillette ad. In his awesome rendition of the Gillette ad that garnered so much attention, Mr. Reagan points out the repeated use of Black men interceding to stop stupid white men from harassing women.
The final line of the parody ad says it all, “Gillette, we virtue signal better than anybody”
After the final line, Mr. Conservative hilariously mocks Gillette, with their own jingle: “Gillette, ridding the world of toxic masculinity. Everybody should vote Democrat. Gillette, we’re so awesome, everybody should buy our razors. Don’t go to Dollar Shave Club, Dollar Shave Club is toxic masculinity.”