The free market made a move. Egard Watches responded to Gillette's toxic masculinity ad with a video of their own. This time honoring what a good man is, the sacrifices he makes, and how he matters. Game. Set. Match.

A short film - Dedicated to all those who sacrifice everything to make the world safer and better for all of us. https://www.egardwatches.com/ We agree that issues of abuse, sexual assault, domestic violence and bullying are serious issues and stand behind those issues being dealt with and getting the attention they need.

This right here is a smart marketing move. Egard saw the reaction to Gillette, and rather than pile on, rather than throw their hat into the hot-taking ring, they responded with an ad of their own. An ad which didn't echo the anti-masculine sentiments of Gillette, but refuted them. Egard decided to focus on what makes men great, what makes them necessary and important to our culture and our species. Egard is selling the goodness of men, not scolding men for the most negative stereotypes about them.

Were I a betting woman, I'd say Egard is going to pick up a lot of sales this week.

For more on the awesome side of men:

• Screw Off, Feminists: An Open Letter To Men From A Real Woman
• 'TOXIC MASCULINITY' DEBUNKED! Dennis Prager and Gavin McInnes Guest
• Psychologist Group Says Masculinity is a Problem for Men and Boys. Wrong.
• Video: Hero Who Stopped Waffle House Shooter Shares His Story

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