An attempt by Proctor & Gamble to play into today’s trendy identity politics has likely blown up in their face, as many express outrage at a new ad campaign bashing so-called “toxic” masculinity.
Here is the mistake so many big corporations make with both their branding and their acquiescence to loud leftist boycott movements—they so often confuse the opinions of the far-left progressive mainstream media and limousine liberals as the voice of real Americans.
Instead, they end up alienating their base. Hint: if you’re going to sell men’s razors, maybe don’t make a bunch of broad, negative generalizations about men and manhood as a whole. Just a thought.
Breitbart reports on P&G’s misguided new ad campaign:
A new ad from P&G razor brand Gillette encourages men to reexamine themselves and the way that they raise young boys. The ad, which is called “We Believe: The Best Men Can Be,” is essentially a two-minute broad generalization about the way that men act and think.
The ad depicts men getting into fights, standing in front of barbecue grills, and verbally harassing women. The ad also heavily features news clips discussing the recent #MeToo movement.
In a comment to the Wall Street Journal, Pankaj Bhalla, Gillette’s brand director, said that the advertisement is a meditation on the changes that men must make in America. “This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” Bhalla said. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”
Social media and the comments of Gillette’s YouTube channel are flooded with customers vowing to never buy Gillette again.
I am taking action. I'm researching every product made by Proctor & Gamble, throwing any I have in the trash, and never buying any of them again until everyone involved in this ad from top to bottom is fired and the company issues a public apology.
— Joe (@JoeS3678) January 14, 2019
Oh FFS. Let me know more toxic masculinity when it saves you from a burning building, goes to war to protect you and your freedoms, or rescues puppies, kittens, and horses from flood waters after a hurricane.
— Mandie (@MandieFreshTake) January 14, 2019