“Everyone” is talking about the new Gillette ad above. It is cynical, manipulative in sinister ways, unfair, insincere, divisive, unfair, and wrong. Over at Reason, the usually rational Robby Soave was sucked in (as was Ann Althouse, who said the little boys at the end moved her to tears—Awwwww!) defending the ad:
But the ad never said that all men are bad. It never argued that masculinity is always and everywhere a dangerous ideal. It made a very modest statement—treat people better—in hopes of selling more razors to people who agree. Again, why is this bad?…Young guys need to learn from men who treat women well and act as protectors rather than victimizers, which…is exactly what the Gillette ad called on men to do. People are free to associate with whatever brand they want, so if Gillette’s so-called virtue signaling bothers someone that much, that person may go ahead and buy razors elsewhere. But it would be a shame if the right started boycotting companies for taking the position that maybe hurting people is bad. Is owning the libs really that important?
Sucker! I am heartened that the ad has generated overwhelmingly negative responses, and while I would never call for a boycott (I use electric razors, thanks), I would still love to see Gillette suffer for this naked virtue-signaling and insulting stereotype mongering, all while pretending to “care,” when in fact it is just a cynical tactic to create buzz. I hope the eventual buzz is the sound of Remington electric razors.
Jon Gabriel’s reaction was similar to mine:
Gillette has had a rough few years. The former shaving hegemon has seen its market share plummet due to a resurgence in classic “wet shaving,” online razor subscription services, and the popularity of beards. Gillette’s obvious options are to lower their artificially high price or drastically improve their quality. Instead, they’ve decided to make their remaining customers feel bad about themselves through an expensive new ad campaign…. “You’re a very bad person, give us money” is an odd marketing pitch, especially from a company that’s used sex to sell its product for decades…Gillette has now declared war on its customer base. [Quoting the Wall Street Journal]
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.
Promoting social issues can be effective marketing, but notice the difference. P&G’s female-directed ads make women feel better about themselves. The company tells women “you’re great just as you are” and tells men “you’re bad and need to change.”
“Why is this bad?” asks sensitive Robby. Ah, let me count the ways: Continue reading