It’s Thursday and we’re still talking about the Gillette ad “The Best a Man Can Be.” If you’ve been hiding under a rock, patiently waiting for the eventual return of Louder with Crowder (which is TONIGHT), go check out: Gillette’s #TheBestAManCanBe Ad Assumes Toxic Masculinity is a Real Thing and Top 10 Reactions to Gillette’s Anti-Masculinity Advertisement. The tone of the ad was incredibly patronizing, assuming most men are basically sexist pigs. That’s the key problem. So it’s not surprising that we’ve learned the ladies responsible for the ad are woke feminists who hate Trump:
The director behind Gillette’s controversial new ad is a woman whose past work includes an ode to female genitals and a short film that explores ‘toxic masculinity’ featuring a protagonist whose life crumbles when he becomes addicted to steroids.
That’s Kim Gehrig, an Australian living in London. She’s just one of the feminine brains behind the ad, but she worked with an ad company helmed by Sally Campbell called “Somesuch.”
Somesuch’s portfolio shows that it shares Kim Gehrig’s socially active approach, with notable campaigns that include Audi’s feminist 2017 Super Bowl commercial and an ad for feminine hygiene brand Libresse – which is sold as Bodyform in the UK – that offered a no-holds barred look at menstruation – including shots of blood and period sex.
Oh yes, I remember the Audi Super Bowl commercial, the one that assumed the gender pay gap was real, and that a girl was destined to face a life time of oppression simply because of her girlness.
Sally Campbell, Somesuch’s big cheese, has also taken numerous shots at Donald Trump on Twitter. Check out the full Daily Mail article for the deets.
But back to the Gillette ad, which has gotten a lot of free publicity due to its poor reception.
Gillette has said it stands by the new campaign, which was informed by a survey in which it asked people across the U.S. what a man ‘at his best’ looks like.
According to the study, the most positive traits were honesty, moral integrity, being hard-working and being respectful to others.
Interesting. Honesty, moral integrity, hard working and being respectful are all wonderful traits in men and women. And to be fair, the Gillette ad did put a positive spin on men who exemplified those traits.
I said it in the original article and I’ll repeat it here. There’s no problem encouraging people to be their best, in the case of the Gillette ad, encouraging good men to step up when bad men are being pigs. But it was the tone of the ad which rang toxic: it assumed most men were content with the idea of “toxic masculinity.” When really the opposite is true.
I’ve seen this idea bandied about on Twitter but I’m not sure by who (sorry), but imagine a feminine brand, like Kotex, hiring an MRA or MGTOW man to direct a campaign about how mean some women can be to men. Then encouraging other women to “do something” about them. Most women would be turned off. Because the ad would assume most women are catty bitches.
That was the problem: the assumption.
But now we know why the ad took that tone. The ad creators are diehard feminists.