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The best publicity they can get: Gillette is the big winner from ad furore

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Selling razor blades is a cut-throat business. In this day and age, you need a way to stand out. Perhaps this was the thinking behind Gillette's new advertising campaign, launched to an unwavering barrage of hostility online.

The new Gillette ad, which asks men to reject toxic masculinity, has gone viral.Credit:Gillette

The 90-second TV ad plays on current themes of MeToo and toxic masculinity and urges men to truly "be the best" they can be, a bid to breathe new life into Gillette's decades-old slogan. It presents us with a series of vignettes of male sins, from bullying to fisticuffs, mansplaining, objectification, and dismissing bad behaviour as "boys will be boys". It ends with a call to action: "It's only by challenging ourselves to do more that we can get closer to our best."

How does Gillette suggest men can be better men? It has identified three core ideals of "respect, accountability and role modelling", which will be reflected in its advertising. An online survey commissioned by the brand found men and women believed a "great man" would display honesty and moral integrity, and be hard working and respectful........

© The Age