Gillette’s Ad About “Toxic Masculinity”: When Marketing Mixes With Social Engineering

The Gillette ad campaign about “toxic masculinity” marks a new era of marketing where advertisement is mixed with aggressive social engineering. Here’s a look at the deep absurdity of this ad campaign.

Vigilant Citizen — Jan 17, 2019

gillette toxic advert

Gillette, a company that made billions by selling overpriced razor blades to men for decades, has launched an ad campaign targeting “toxic masculinity”. And the ad is … toxic. Through stereotypes and generalizations, it accuses 50% of the human population of terrible wrongdoings and calls for a drastic modification of its behavior. The admitted goal: To shape the men of tomorrow. Welcome to an era where marketing mixes with Orwellian propaganda.
On Gillette’s official website, the campaign is described using a vocabulary coming directly from social-engineering think-tanks.
Thirty years ago, we launched our The Best A Man Can Get tagline.
Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve.
But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.
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. In the ads we run, the images we publish to social media, the words we choose, and so much more.
“A new era of masculinity”? “Types of men and behavior we want to celebrate”? This is all pure social engineering.
Before we go any further, let’s look at this ad.

The Worst Men Can Get

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