First was the Gillette’s razor commercial with its not so subtle message about so-called toxic masculinity. As USA Today put it:
In a two-minute advertisement, the famous Procter & Gamble brand tells men to “say the right thing” and “act the right way.” The ad plays on the company’s slogan, “The best a man can get,” replacing it with, “The best a man can be.” It portrays a montage of male bullying, harassment and sexist behavior and men stepping in to intervene to stop the behavior.
That was relatively mild. Then Gillette followed up with an ad in which Samson Bonkeabantu Brown, a trans rights activist, is shown how to shave by her father. The commercial spends more time with the young Brown talking about how happy she is in transitioning than anything about shaving itself. The only mention of Gillette or its razors in the 64-second commercial is the last five seconds, when the name Gillette silently appears on the screen. I’d ask if this commercial is advertising or propaganda, except that the answer is obvious.
Lesbian TV hostess Ellen DeGeneres called this Gillette ad “nothing short of incredible.” Indeed, it was, Ellen. Both Gillette ads drew a firestorm of criticism, but Procter & Gamble is undaunted. read more