Why is asking for the best a bad thing?
By: Brandy Ford“Men need to hold other men accountable.”
A reasonable, if not obvious statement. However, from the
amount of backlash the newest Gillette commercial is facing, it seems the
concept of men holding other men accountable is something the world just isn’t
ready for.
Gillette released it’s new ad last week. It’s an almost
two-minute video with a clear theme: the men of today need to be the best they
can be because they are the role models for the men of tomorrow.
Seems like a simple, and quite obvious, concept to me; however,
what do I know? I’m just a girl.
The ad has sparked social media outrage and there’s a whole #boycottgillette
movement. Men (and women) across the world are angrily tossing out their Gillette
products. How dare Gillette utilize the toxic-masculinity awareness movement to
demonize and bash men? How can Gillette belittle their target market with this
insulting video?
Simple answer? They’re not.
The commercial begins with several men facing themselves in
mirrors as audio clips discussing bullying and the #metoo movement play.
Clear and obvious symbolism, folks.
This commercial is about self-reflection and challenging
yourself to stand-up for others when you witness injustices in your world. It is
not accusing all men of being horrible, condescending, lecherous pieces of crap;
however, it does showcase a few of those behaviours.
A young boy is held by his mother as she struggles to find
ways to comfort him after the bullying he has experienced all day on the
school-yard has literally, thanks to social media, been able to chase him into
his own home.
A trio of teenaged boys sit nonchalantly watching television
shows depicting sexist behaviour that has become normalized.
A woman’s opinion is shot down by a condescending male
during a business meeting.
Two young boys start horse-playing in the yard, and it
reaches a moment when play transforms into aggression, as men just look on with
a shrug. I mean, boys WILL be boys, after all.
Gillette jumps right into the action, and the images and
voice-over used in the commercial are vivid, dramatic and powerful. But they
need to be. A light-hearted, cheerful scene isn’t the most effective when dealing
with subjects such as bullying, sexism and sexual assault/harassment;
especially when you are attempting to inspire change.
And that is the true point of the commercial. Gillette wants
men to be the best they can be.
I am not naïve. I don’t believe this is Gillette’s only
mission. Gillette is a business and this is a marketing strategy which they knew
would spark conversation and debate. They wanted a reaction. They wanted the
commercial to go viral. They knew they would lose customers, but they also knew
they would gain new ones.
Gillette also pledged
to donate at least one million dollars each year over the next three years to
organizations “to help men of all ages achieve their personal best.” The Boys
and Girls Clubs of America will be the first recipient. They are stepping up and
role modeling behaviour they expect from their customers.
There are some who accuse Gillette of being oblivious to
their market; but I don’t believe that is the truth. I think Gillette has a firm
handle on who their clientele is. I would actually even go further to say that
much of the hoopla being caused is by people that do not even use Gillette
products. I am not implying that there aren’t genuine Gillette customers feeling
pissed about the campaign, but I suspect that there have been people jumping
aboard the “throw out your razors” band-wagon.
My initial reaction to the commercial was inspiration. Is Gillette attacking men? Not in the least.
They are encouraging men to stand up and make a difference. They even hold a magnifying
glass up to scrutinize the messaging in an old Gillette commercial.
This ad is no different than any of the countless anti-bullying
campaigns that came before it. Most of these commercials feature the same
undesirable behaviour and encourages people to be better. So why does the reaction to this particular commercial seem so harsh?
Because it focuses on men. It focuses on men and their
responsibility to look at themselves honestly. And that is a tough pill to
swallow.
It gives a perspective of not blaming men, but blaming a society that
has encouraged and taught and EXPECTED this behaviour in a man. There can be a
struggle being caught in a world that tells you to behave a certain way, yet
still glorifies and normalizes bad behaviour.
“Men need to hold other men accountable,” Terry Crews, an
actor and victim of sexual assault, says during a clip in the commercial as he
addresses Congress.
 |
| Terry Crews addresses Congress about the need to hold men accountable for their actions. Crews was a victim of sexual assault and came forward with his story in 2018. |
Asking that men be decent and consciously become positive role
models for the next generation of men is not an unreasonable request.
So, why the hateful backlash against Gillette? Is it okay
for us to talk about this subject in theory, as long as we don’t rock the boat?
As long as we don’t hold up a mirror?
Perhaps instead of throwing razors at the screen and
creating anti-Gillette campaigns there could be more energy spent on honest conversations
about why the messaging is upsetting people. Is it truly because Gillette is
insulting all men? Do you believe that?
Or is it because it touches a little too close to home. Perhaps
you recognize some of the behaviours in co-workers. Or friends. Or within your
own family.
The “boys will be boys” line from the commercial is a sentiment
embraced for generations. And this phrase gives a child permission to behave in
any way he wants. There is no “girls will be girls” reasoning drilled into our
psyche.
The audio and visual clips used in the commercial are pulled
from news casts, advertisements (even their own previous sexualized ad),
television shows, social media and more. These are facts. These are truths.
It is powerful because it is awkward. It makes us feel
uncomfortable because it IS uncomfortable.
Whether a man or a woman, we have all been in situations
where we have witnessed bullying.
If you saw a man cat-calling a woman as she walked down the
street, would you say something to him? Would this behaviour even register on
your scale of personal ethics? Or is this just an example of over-reacting to a
little playful interaction? Be honest. Look in your mirror.
Gillette is asking men to reflect on their behaviours and recognize
they have the power to change this culture of normalizing bullying and
harassment. It demands that men become the best men they can be by guiding
those young men and boys needing mentorship. It means not looking away when
someone whistles and leers at a woman walking down the street.
Children watch this. The most powerful role model for a
young man is the significant male in his life. If you are a man you have a
responsibility to be that role model. And, quite frankly, a man who feels that
he is being the best he can be would look at this ad and not feel attacked. He
would not become defensive. He would embrace it and be excited by the possibility
to encourage other men in making a difference in the lives of the next generation
of men.
If you feel anger when watching a commercial about being
accountable for the role you play within society, whether that role is positive
or negative, then frankly, my dear, you are missing the entire point.
But, what do I know, right? I’m just a girl.
If you haven’t seen the Gillette commercial you can watch it
here:Gillette Commercial
Also check out this powerful anti-bullying commercial from
Burger king:Burger King Anti-Bullying Commercial
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