Back in January Gillette ran an ad campaign that attacked “toxic masculinity” and targeted white males specifically.
Conveniently these ads weren’t ran in countries like Saudi Arabia. They were strictly ran in the United States.
They targeted white males who were “bullying.”
There was all kinds of backlash for this ad, but Gillette refused to take it down. Per TV Line:
Gillette has no plans to pull a new TV spot that asks if a “boys will be boys” mentality is truly “the best a man can get.”
Titled “We believe” (and embedded above), the commercial intercuts vignettes of dad-approved bullying, the verbal and physical harassment of women and other examples of toxic masculinity. A narrator remarks that such behavior has “been going on far too long,” and while “some” of its exhibitors have learned to act “the right way,” “some is not enough.”
“It’s been going on far too long… we can’t laugh it off,” the script reads. “Something finally changed, and there will be no going back, because we believe in the best in men…. to say the right thing, to act the right way…. Some already are, in ways big and small…. but some is not enough. Because the boys watching today… will be the men of tomorrow.”
Now Gillette has realized going after social issues is not a great idea. They said they are “shifting the spotlight from social issues to local heroes” after they faced such backlash from their “toxic masculinity” campaign. more here