The Other McCain

"One should either write ruthlessly what one believes to be the truth, or else shut up." — Arthur Koestler

#BoycottGillette: Company Goes Full SJW, Launches Anti-Male Ad Campaign

Posted on | January 14, 2019 | 3 Comments


“Rigid definitions of masculinity are toxic to men’s health. . . . The goal is to help those socialized as men to unlearn some of the notions that have led to such profound harm being enacted toward others and toward themselves.”
Brown University, “Unlearning Toxic Masculinity”

“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 Challenges Men to Shave Their ‘Toxic Masculinity’ in Gillette Ad,” Wall Street Journal

The latest entry in the corporate “Get Woke, Go Broke” sweepstakes is Gillette, a brand synonymous with razors and other shaving products, which has embraced the left-wing “social justice warrior” (SJW) agenda:

Remember when companies just made products and had ads that explained why you should buy their product because it was the best? Sure, there might be a catchy song or a memorable catchphrase (where’s the beef?!) but at the end of the commercial, you understood it was the product they were trying to sell you.
Not an idea.
Not virtue-signaling.
Not a narrative. . . .

Except, yeah, it’s a virtue-signalling narrative:

It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.
From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.

You see that what happens on campus doesn’t stay on campus. It is easy to point and laugh at the perverse madness in elite academia, but the fact is that these universities are attended by the kind of people who eventually become executives controlling major advertising agencies. So after decades of Ivy League professors indoctrinating students with radical feminism and other extremist beliefs, now we find a division of a major corporate behemoth like Proctor & Gamble spending millions of dollars on advertising that insults men by accusing them of being perpetrators of rape, harassment, misogyny and “toxic masculinity.”

By the way, the Gillette ads specifically demonize white males.

Stephen Green remarks: “Don’t the marketing whizzes at Gillette know that the woke bros are all sporting ironic lumberjack beards these days?”

Don’t expect this to improve Gillette’s sales, but don’t expect the executives who approved this idiocy to admit their error, either.

(Hat-tip: Ed Driscoll at Instapundit.)



3 Responses to “#BoycottGillette: Company Goes Full SJW, Launches Anti-Male Ad Campaign”

  1. Gillette Tells Men They’re Repulsive Creeps | Health and Money News
    January 15th, 2019 @ 1:49 pm

    […] The dynamic is probably more like something observed by Stacy McCain, who writes: […]

  2. Why Gillette’s lunge to political correctness will bomb – Socialism is not the Answer
    January 15th, 2019 @ 11:37 pm

    […] Why it happened is quite possibly due to something observed by Stacy McCain, who writes: […]

  3. Gillette Jaune: Where you gonna go then? | Al Jahom's Final Word
    January 16th, 2019 @ 3:33 pm

    […] Much hoohar yesterday about Gillette’s seemingly unfathomable new marketing campaign. […]