With men’s rights activists attacking the shaving accessories company Gillette for its new ad campaign pledging to promote positive images of masculinity in its future advertisements and work to combat bullying and sexual harassment, a number of observers on Tuesday noted that the company must be doing something right.
“I was expecting something controversial. But this ad basically says, ‘Don’t be a jerk. Don’t raise a jerk. Call out other men being for jerks.'” —Mikel Jollett
Gillette, which is owned by the multinational corporation Procter & Gamble, released a two-minute ad on Monday challenging their own longtime tagline, “The Best a Man Can Get.”
Showing a boy being bullied, men sexually harassing women, a man condescending to his female colleague in a meeting, and a group of men helplessly repeating the familiar phrase, “Boys will be boys,” the company asked its audience, “Is this the best a man can get?”
Some high-profile conservatives including TV host Piers Morgan and actor James Woods quickly and angrily suggested that the images Gillette showed did in fact represent the best men can get, pledging never to use the company’s products again in the face of its “assault on masculinity.”