Gillette Launches New Ad Campaign to Sell Razors to Men by Denouncing "Masculinity"
If you needed a reason to dump Gillette, the multinational behind it is working hard to give you a reason.
Gillette is embracing the #MeToo movement in a new digital ad campaign aimed at men, the latest message from an advertiser attempting to change societal norms.
The ad, dubbed “We Believe,” opens with audio of news about the current #MeToo movement, bullying and “toxic masculinity.” A narrator then goes on to dispute the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”
You're genetically a terrible person, buy our overpriced razor. For social justice.
Gillette parent Procter & Gamble Co. is among companies that in recent years have used advertising as a platform to promote their stance on social issues such as gender equality, and polarizing political topics such as immigration and gun control. P&G is perhaps best known for its lauded “Like a Girl” ad campaign for feminine-care brand Always and “Stress test” for deodorant brand Secret.
The products aimed at women are positive about womanhood, while the products aimed at men go negative about manhood.
But that's what happens when your brands go lefty. And with any major multinational, that's inevitable. Ad strategies for the big brand giants are being dictated by lefty ad execs.
Now here are some P&G brands so you can make an informed decision next time you're out shopping.
Head and Shoulders