The best a man can get: Gillette faces major backlash after attack on masculinity – TheLiberal.ie – Our News, Your Views

The best a man can get: Gillette faces major backlash after attack on masculinity




Gillette Razor’s and their owners Proctor and Gamble are facing a serious backlash after the company launched a bizarre attack on masculinity.

The new add opens with a torrent of news stories relating to #metoo campaign which was spawned by perverted Hollywood predators and bullying decrying what modern social justice activists call “toxic masculinity”.

In what Gillette describes as a “short movie” the company attacks traditional masculinity and natural heterosexual behaviour such as attempting to speak to an attractive woman.

The advertisement also attacks the age-old wisdom summed up in the phrase “boys will be boys” and depicts two young boys fighting before being pulled apart and given a lecture on the evils of masculine behaviour.

The ad has also been accused by commentators online of racism as well as sexism as in it all of the “bad” men depicting “toxic masculinity” are white while all the men who intervene to stop this supposedly abhorrent behaviour are black.

In recent years men, particularly straight ,white men have been continually vilified in the mainstream media and by academic institutions but this latest marketing faux pas marks one the gravest miscalculations of any corporation looking to cash in on the #woke phenomenon.

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