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It's "The best a man can get" or "The best of men"? In Gillette's new advertising campaign, it's easy to forget that accusations of moralization and badist stereotypes are centered around a few inches of sharp steel.
The humble razor blade is used to open new perspectives in the debate on gender equity, promoted by the #metoo movement.
However, Gillette's strategy of updating her brand by presenting a new perspective is criticizing her polarizing and preaching qualities, her contrasting badist and progressive attitudes, and encouraging men to behave better.
The video has generated 1.2 million dislikes on YouTube so far and social media is brimming with promises of brand boycotts and suggestions of a war against men and feminist plots.
Toxic Masculinity
Negative reactions come from the political left and right and from both sides of the gender division. Becky Willan, managing director of the brand's branded agency, Given, has three main problems with the campaign.
"While nothing prevents Gillette from tackling the problem of toxic masculinity, advertising does not reflect the nuance or diversity of the problems it solves," she says.
"The issues addressed by the ads are terribly complex, nuanced and delicate. Advertising combines a range of different issues, from everyday badism to "toxic masculinity" to key codes of masculinity, parenting approaches and badist systems and behaviors. "
Secondly, Willan says that it's not clear who is meant to motivate or motivate big-budget frozen global commercial advertising.
Gillette's parent, Procter & amp; Bet taken a calculated risk based on demographic change or new growth segments, such as female personal care? Or was he motivated by other motivations?
Finally, Willan finds a lack of substance in the campaign. "Gillette donates $ 1 million a year to various charities, but it's a drop in the ocean in terms of annual profits and, more importantly, an outsourcing of corporate responsibility. change, "she says.
"Rather than highlight the problem and ask the men to be" better ", if Gillette had been able to say what she was doing to give the example and how she was addressing this issue in her business, since the pay gap between men and women up to paternity leave, this might seem more believable.
Gillette's competitors can not be expected to be generous given the company's dominance in a net-margin market and its propensity to take legal action to protect its brand and patents.
Diffusion The Internet
Oliver Bridge, founder and CEO of Cornerstone, a four-year-old men's grooming product delivery company, said, "Every honest person would accept the basic premise of his words: badual harbadment, bad discrimination, Oversized aggressive male egos and bullying in all their forms are unacceptable.
"But this advertisement looks like a conference. A charge against the viewer too broadens the network, killing too many people with the same brush.
"We are not talking about a small, unrepresentative minority of aggressive and misogynistic alpha males who hate the basic tenet of advertising, but rather of a large number of ordinary, decent and ordinary men who feel alienated by this and feel no resonance with the way the message is communicated. "
Bridge also believes that the bad positioning of the advertisement is aggravated by the brand that supports it.
"This is the brand that has encouraged male-to-male behavior, perceptions and stereotypes over the years in its television and TV commercials, from a fighter pilot traveling at the speed of sound to a woman dropping her clothing when a shaved man approaches on a jet ski, "he says.
"In this context, as a mark of alpha-male" power ", advertising appears hypocritical, inauthentic and hypocritical.
"At the end of the day, I think a lot of people see it as a cynical conference by a multi-billion dollar company that is trying to emulate the values and goals approach of many small businesses. companies. On this occasion, it's just not washed.
Mix the story
Will King, founder of the 25-year-old brand of shaving products and razors King of Shaves, says Gillette's advertising fails to "mix the story".
"Assuming that" all men are bad "and ending with a call to action for" men to be better ", it may annoy the vast majority of men in the world who are simply male, as men, without the toxic part, "he says.
"By using social media to combat male toxicity, generously sprayed on men's faces as they look at each other in the shaven mirror, the campaign substantially polarizes its audience and places Gillette in the category of missionary missionaries, value and objectives ".
Unsurprisingly, King believes that his own company's campaign 13 years ago shows the way forward. His much larger rival carries the slogan: "Be the best you can be – be a king".
"Our message was similar to Gillette's 'Be Your Best'," he adds. "But it was not necessary to put pressure on the bad to shout the good ones."
The question of leadership is now whether the idea of eradicating toxic masculinity is an integral part of Gillette's business strategy or is quickly being replaced by traditional superstar-backed campaigns such as Tiger Woods, Roger Federer and Thierry Henry. .
For now, Gillette's brand and reputation seem to have suffered a self-inflicted razor injury.
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It's "The best a man can get" or "The best of men"? In Gillette's new advertising campaign, it's easy to forget that accusations of moralization and badist stereotypes are centered around a few inches of sharp steel.
The humble razor blade is used to open new perspectives in the debate on gender equity, promoted by the #metoo movement.
However, Gillette's strategy of updating her brand by presenting a new perspective is criticizing her polarizing and preaching qualities, her contrasting badist and progressive attitudes, and encouraging men to behave better.
The video has generated 1.2 million dislikes on YouTube so far and social media is brimming with promises of brand boycotts and suggestions of a war against men and feminist plots.
Toxic Masculinity
Negative reactions come from the political left and right and from both sides of the gender division. Becky Willan, managing director of the brand's branded agency, Given, has three main problems with the campaign.
"While nothing prevents Gillette from tackling the problem of toxic masculinity, advertising does not reflect the nuance or diversity of the problems it solves," she says.
"The issues addressed by the ads are terribly complex, nuanced and delicate. Advertising combines a range of different issues, from everyday badism to "toxic masculinity" to key codes of masculinity, parenting approaches and badist systems and behaviors. "
Secondly, Willan says that it's not clear who is meant to motivate or motivate big-budget frozen global commercial advertising.
Did Gillette's parent company, Procter & Gamble, take a calculated risk based on demographic change or new growth segments, such as personal care for women? Or was he motivated by other motivations?
Finally, Willan finds a lack of substance in the campaign. "Gillette donates $ 1 million a year to various charities, but it's a drop in the ocean in terms of annual profits and, more importantly, an outsourcing of corporate responsibility. change, "she says.
"Rather than highlight the problem and ask the men to be" better ", if Gillette had been able to say what she was doing to give the example and how she was addressing this issue in her business, since the pay gap between men and women up to paternity leave, this might seem more believable.
Gillette's competitors can not be expected to be generous given the company's dominance in a net-margin market and its propensity to take legal action to protect its brand and patents.
Diffusion The Internet
Oliver Bridge, founder and CEO of Cornerstone, a four-year-old men's grooming product delivery company, said, "Every honest person would accept the basic premise of his words: badual harbadment, bad discrimination, Oversized aggressive male egos and bullying in all their forms are unacceptable.
"But this advertisement looks like a conference. A charge against the viewer too broadens the network, killing too many people with the same brush.
"We are not talking about a small, unrepresentative minority of misogynistic and aggressive alpha males who hate the basic premise of the announcement, but rather a large number of ordinary, decent men. and ordinary people who feel alienated by it and feel no resonance with the way the message is communicated. "
Bridge also believes that the bad positioning of the advertisement is aggravated by the brand that supports it.
"This is the brand that has encouraged male-to-male behavior, perceptions and stereotypes over the years in its television and TV commercials, from a fighter pilot traveling at the speed of sound to a woman dropping her clothing when a shaved man approaches on a jet ski, "he says.
"In this context, as a mark of alpha-male" power ", advertising appears hypocritical, inauthentic and hypocritical.
"At the end of the day, I think a lot of people see it as a cynical conference by a multi-billion dollar company that is trying to emulate the values and goals approach of many small businesses. companies. On this occasion, it's just not washed.
Mix the story
Will King, founder of the 25-year-old brand of shaving products and razors King of Shaves, says Gillette's advertising fails to "mix the story".
"Assuming that" all men are bad "and ending with a call to action for" men to be better ", this may annoy the vast majority of men in the world who are simply male, as men, without the toxic part, "he says.
"By using social media to combat male toxicity, generously sprayed on men's faces as they look at each other in the shaven mirror, the campaign substantially polarizes its audience and places Gillette in the category of missionary missionaries, value and objectives ".
Unsurprisingly, King believes that his own company's campaign 13 years ago shows the way forward. His much larger rival carries the slogan: "Be the best you can be – be a king".
"Our message was similar to Gillette's 'Be Your Best'," he adds. "But it was not necessary to put pressure on the bad to shout the good ones."
The question of leadership is now whether the idea of eradicating toxic masculinity is an integral part of Gillette's business strategy or is quickly being replaced by traditional superstar-backed campaigns such as Tiger Woods, Roger Federer and Thierry Henry. .
For now, Gillette's brand and reputation seem to have suffered a self-inflicted razor injury.
