“Gillette, the brand that hates white men,” is how Danielle describes that company’s market positioning statement due to its public service announcement (PSA) portraying white males in a negatively sexist and racist manner while asking:“Is this the best a man can get?”
It is a stark contrast against the company’s original decades-old commercial, ‘Gillette: The Best a Man Can Get,’ containing the lyrics “we give you all we have to give for all a man can be. When the race is run, you’re the champion.”
The change in attitude and message has not been lost on a significant portion of the public, having already accumulated more than 1.2 million ‘dislikes’ on YouTube. Yet, in conversation with Danielle, Robert suggests that the PSA may well have been a ‘brilliant marketing ploy’ on the part of Gillette seeking to re-establish and expand name recognition and dominance in the marketplace.
Sadly, Gillette’s message is disturbing and provocative – for all the wrong reasons. As an indictment of the moral state of our society – condoning and promoting ‘hateful nonsense’ – the PSA stands on its own. But the ‘message’ (that most men are toxic) is a glaring moral condemnation of heterosexual masculinity itself.
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