Gillette have released a brand new advertising campaign that has garnered attention online.
Re-branding itself slightly, Gillette are still using the tagline of "The best a man can get" but have given it a fresh 2019 update. They're posing the question - what is the best a man can get? Is it through bullying? By objectifying women? Or is it by saying "the right thing" and acting the right way?
Have a look at the new advert below and see if you think it is a worthy update.
“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo
— Gillette (@Gillette) January 14, 2019
As always with a new marketing campaign that aims to spin a trending topic on it's head, social media users have been voicing their opinion on Gillette's new advert.
First, here is the positive feedback.
Once again, I'm very much okay with this shift in cultural standards.
"Be a good human" is getting ever-more commercially viable. I'm down with a future where it's cool to be protective and proactive at making the world better. https://t.co/iYsGxBQ9QF
— Mika McKinnon (@mikamckinnon) January 14, 2019
THIS is how you use your brand. THIS is how you engage with your audience. Gillette being aware of mostly having a male audience and using their influence as a global brand to make a change for the better. other companies take notes pic.twitter.com/KCdxKDLji0
— laq (@spidervesre) January 15, 2019
aaaaannnnnd Gillette made e cry at my desk https://t.co/9HYV24ZDbV
— 20Pemberteen (@DaveYourFave) January 15, 2019
Exploitative? Maybe. Brave and timely? Absolutely. Also, I cried. Well done, @Gillette. #foroursons https://t.co/4hYNcgsxoX
— Emily Andras (@emtothea) January 15, 2019
Amazing call to action. https://t.co/MF1Hivkjfu
— Marcus J. Carey (@marcusjcarey) January 14, 2019
Thanks for this Gillette. I agree. We absolutely as men can do a better job instilling better morals and behavior overall with one another. Handing those core values down to our kids is paramount. And don’t tell me it doesn’t exist. Not all of us sure. But enough to change. https://t.co/3UVbnq2WtO
— Max Gonzalez (@GassyMexican) January 15, 2019
Screw toxic masculinity. This is an awesome step to take. Great ad.
*urge to shave things increases* https://t.co/ebAQ0ZsB0m
— Joaquin Baldwin (@joabaldwin) January 14, 2019
And now, the oh-so-crushing negative feedback.
the only ones lauding the Gillette ad work in media/advertising. everyone else sees it for what it is: a smarmy, condescending virtue signal aimed at the hardworking decent men they been price-gouging for years.
— GregGutfeld (@greggutfeld) January 15, 2019
Look @gillette, I know your heart is in the right place.
But there's a line.
And that line is where my razor blades start issuing me moral instruction.https://t.co/W5QbNIIKSS
— John Noonan (@noonanjo) January 14, 2019
Hey @Gillette, I have an idea, stay out of politics. Real men already stop other guys from acting badly. A razor company should want me to shave with your product. And, btw, I'm extremely masculine. And there's nothing wrong with that. #TheBestMenCanBe
— Joe Pags Pagliarulo (@JoeTalkShow) January 15, 2019
So nice to see @Gillette jumping on the “men are horrible” campaign permeating mainstream media and Hollywood entertainment. I for one will never use your product again. https://t.co/uZf7v4sFKm
— James Woods (@RealJamesWoods) January 14, 2019
Folks are upset @Gillette? No #men and #masculinity are not #toxic. But #Toxicmasculinity is a cultural belief that real men don’t cry. Real men don't show fear. Real men don't lose. Real men take what they want. This thinking isn't new. It is toxic and it damages men and women. https://t.co/EWBJeRZnZm
— Jeffrey Reddick (@JeffreyaReddick) January 15, 2019
And it will come as no surprise to you, that Piers Morgan is on the no side too.
I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
— Piers Morgan (@piersmorgan) January 14, 2019
What do you make of Gillette's new campaign? Let us know your opinion in the comments.