They essentially try to to position a product and its brand in the taste of consumersbut many times more is gained by raising awareness of socio-cultural issues that affect the target audience. This is the case of the new Gillette ad that refers to harassment, to “toxic masculinity” and joins the movement #MeToo. Nevertheless, Not everyone agrees with his message.
Gillette’s ad that wants to break the aggressive behavior of men towards women
Gillette’s new campaign tries to break with the macho stereotypes that many of its advertisements from the 80s promoted (remember the phrase “Gillette, the best for men”?) But while the company has won the applause of many of its followers, many others have objected, to the point of threatening to boycott the brand.
Incredible as it may seem, on his YouTube channel the Gillette ad It has a lot more downvotes than upvotes. and the controversy has not been long in coming, which once again demonstrates the polarization of this movement. Thus, with more than 10 million views, the video accumulates (01/16/2018) 215,000 likes and 574,000 negative votes.
The ad that you can see below has a background several images of cases of disrespect for women’s rights at the hands of men of different classes, up to bullying. At no point does Gillette display any razors.just invites men to question their behavior and end the culture of toxic masculinity, creating better examples for future generations.
The strong reaction that the campaign has created
Gillette ad titled We Believe (we believe) seeks to hold men accountable for acts of harassment or intimidation “Is this the best a man can achieve?” challenge your consumers.
In 2018 Gillette was selling us razors with the idea that “in 5 minutes you’re ready” because without waxing obviously you can’t get out.
In 2019 they are talking about toxic masculinity.
We are living in interesting times.
– Carmen Pacheco (@carmen_pacheco)
https://twitter.com/eatingacat/status/1085341738682798081
It’s been a while since I’ve seen a good commercial, not because of the creativity or originality, but because of the content. Worthy of being imitated by other companies.
We Believe: The Best Men Can Be | Gillette (Short Film) via
– Cristian (@cdiaze85)
https://twitter.com/AlejandraIriza/status/1085337791662305281
I found Gillette’s advertising very good. I have younger brothers and I advise them to be better than me, I hope to leave something good in them and that they don’t do things that I did.
— Coco (@cocotuirer)
Is it wrong to say that I cried at the Gillette commercial? It really moved me a lot :’) , that’s how the change begins !!
— Amell (@Amelll_18)
But while many users claim that it is the best campaign Gillette has ever runmany others have felt (so to speak) offended. Many consumers say they will never buy Gillette products again, calling the ad “feminist propaganda” and exaggerated, as you can see in the following tweets that have been launched about it:
The bad white man, the good black man, the NWO at its best.
Gillette gone to hell, one consumer less.
Courtship, looking at an ass or complimenting are natural instincts, as long as it is done with respect and education. What’s wrong with wanting to flirt when you see a girl?
– JRB (@Ensaladilla84)
https://twitter.com/STUNT8709/status/1085218690067562497
#Gillette lo mejor para el h̶o̶m̶b̶r̶e̶ aliado feminista🎶🎶🎶
— El malo de Dallas (@Badnews77) January 15, 2019
Painful propaganda directly attacking their clients and insinuating that they are a group of rapists, sexists and abusers of ape-like behavior. We are going to stop using the fact that consumer sovereignty exists for this via
— Citizen of the World (@WorldZitizen)
https://twitter.com/jordijuan3/status/1085232134779031553
Gillette has just shot himself in the thigh and has touched the bone making 99% of his buyers look like apes, just to “indulge” feminist dogmas. At the end of the month when they present their financial statements, the consumer will speak
— JJChagerben (@LOKI747)
https://twitter.com/RigginsFullback/status/1085185982343704582?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1085185982343704582&ref_url=https%3A%2F%2Fwww.elle.com%2Fes%2Fliving%30letteanciouncio%20letteancio%2Fa2590 feminist-debate-social-networks%2F
brand director for Gillette in North America, told CNN that the discussion about the steps men should take every day to set the best example for the next generation It is important “And as a company that encourages men to be at the top, we feel compelled to speak up and react to it. The goal was simply to say that the enemy of all of us is inaction.”
According to Bhalla, the firm made this announcement based on a survey conducted in order to detect attitudes considered positive for men, accompanied by a program of one million dollars a year to support some associations that work to improve male behavior.
Did you think it was a good campaign?
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