Scenario: In early 2019, Gillette released a commercial about their belief in the best in men. The video plays on the razor company’s tagline of “Is this the best a man can get?” to address issues like bullying, secual harassment and the #MeToo movement. Watch the video.
Overview: Only days after posting this video calling out “toxic masculinity” sparked both controversy and praise for the razor company. The video received 1.6 million dislikes and twice fewer likes. Since the commercials debut, some have voiced their support for tis rebure of the “boys will be boys will be boys will be boys” mentality while others have threatened to boycott both Gillette and the parent company Proctor and Gamble (P&G). The brand P&G refused to delete the video and apologize. They invited audiences to be more responsible, advertising people to look for excuses for bad behavior. Using this video, the company invites us to discuss modern masculinity. P&G has promised to donate $1 million annually for three years to charities supporting men.
Share and discuss with the class the following:
1. Was leaving the ad the right move? Why or why not?
2. What else do you think P&G should or should not do?
3. Do you think companies should engage in hot-button topics? Why or why not?
