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"I have been told many times that it was not an abuse. That was just a joke. That was just heckling. But I can say that the heckling of one man is the humiliation of another. "
"Boys will be boys!"P & amp; G, 2019
Earlier this week, Gillette released a new ad that turns their inherited slogan "The best one a man can get" into a message of public interest encouraging men to speak up and act against toxic masculinity.
The announcement, "We believe," draws praise, criticism and controversy.& nbsp; I watched it with Antonella Iannarino, my colleague and director of digital communications at Gender Fair, and I explored the cultural impact.
Antonella, the press and social media are exploding about the first national announcement to boldly hold men accountable for their actions. "boys will be boys" behavior. P & G is famous for triggering the women's empowerment movement. Have you been surprised that they have focused on the role of men in gender dynamics?
ANTONELLA: We are not surprised to see such a risk-taking announcement from a "Gender Fair" certified company. & Nbsp; P & G has led the way in anti-stereotype campaigns since Marc Pritchard took the reins as CMO. These advertisements prove that a brand can have an impact on culture and connect with consumers. We see a natural continuation in & nbsp; "Like a girl, "That changed the perception of the sentence.Do not forget that AceMetrix's best advertising 2017 for inclusion was also an advertisement of P & G; #WeSeeEqual portrays men, women, boys and girls defying gender stereotypes. & nbsp; And what about the My Black is Beautiful initiative?The speech? "It dealt with police discrimination and racial prejudice about beauty in the United States.
Is the public response to "We Believe" unique or is it a typical response model? & nbsp;
ANTONELLA: Immediately following the release of "Like a Girl" at the Super Bowl in 2015, the self-proclaimed "méninistes"Had the" #LikeABoy "trend, irritated that Always's PSA, a brand that sells menstrual products, only concerned women. Others have warned (and still do) that brands may sell and polarize their audience when they make social comments. According to a D & AD case study, 76% of 16-24-year-old viewers no longer saw the phrase "like a girl" negatively, and two in three men who watched TV said they would "think twice before use the "like a girl" as an insult. The capital of the brand "Always" also increased during the campaign.
Personally, I'm happy to see Gillette asking the question of what it means to be a good man. & Nbsp; Dr. Jackson Katz, the guy who knows more than anyone about masculinity, accuses men of being spectators and perpetuating a very mean standard of manhood. It is terrible for women and particularly damaging for boys who admire men. & Nbsp; Many praised "We believe" for insisting that bullying and harbadment cease and that men have a responsibility to help others do better. But some men in the public eye, like Piers Morgan, take offense. What is their problem?
ANTONELLA: Those who do not understand are precisely the ones the ad is trying to reach. It's amazing how some of the answers lacked self-awareness. Canadian political commentator Ezra Levant, who criticized the ad directed by a woman named Kim Gehrig, actually wrote in The rebel, "Imagine a middle-aged man running an advertisement for tampons. Why would you do that? Unless you do it for a very special reason, on purpose – and the goal was not to sell razors … "
Just another man without intelligence who does not realize that most advertisements have always been created and produced by men, whether aimed at a man, a woman or a child. & Nbsp; I've worked at the Gillette agency at the time of the original "Best that a man can get" campaign and the only woman who has ever appeared in commercials was to be bady, lightly dressed and serve nothing but stroking the face of the man as if it touched human skin for the first time. I am grateful that P & G (who acquired the brand in 2005) is questioning Gillette's legacy and modeling behavior for the next generation. & Nbsp;
ANTONELLA:& nbsp; There will always be men who tend to view any criticism of men as an attack against all men – hence the frequent use of defensive and unnecessary #NotAllMen strategy. (Tip: women know that it's not all men – we still have to talk about it some men, sometimes Too many menand our experiences). I would encourage her critics to see her again and see how thoughtful she was and how slowlyhe conveys his message that it is not normal to harbad, intimidate, physically badault, or badually badault a person. Do these guys really argue against this?
Unfortunately, many Neanderthals believe that men are naturally aggressive and motivated by a kind of Darwinist need to conquer and dominate – women and other men. This he is the natural order. Without wishing to offend the Neanderthals, of course! & Nbsp;
I also think that the conversation is misguided by nomenclature and quick-reactionary reactionaries – " "Toxic masculinity" does not mean that masculinity is toxic by default, but that some cultural aspects and expectations of masculinity are harmful to men and women. It's not difficult to understand if you want to be open to discussion.
It is still too early to measure its total cultural impact or Gillette's market share, but do you think the timing is a coincidence? It will be broadcast during the Super Bowl, which has always personified and even celebrated the male spirit.
& nbsp; ANTONELLA: Yes, and it is fortuitous that the message landed just days after the American Psychological Association published guidelines how psychologists should deal with the harmful effects of traditional masculinity. Terry Crews, whose testimony in the Senate is presented in place of Gillette, said during his appearance on View Last week, "the problem is that we are fighting people. But you do not fight people, you fight mentalities. And mentalities are shaped and reformed by our acceptance and / or rejection of the representations that are served to us – diversity, behavior and values.
Do you believe that brand advertising can actually change the ingrained spirit?
ANTONELLA: & nbsp; Advertising is one of the four main measurement categories of the Gender Fair Index, as we view it as a very powerful tool for promoting equity. We reviewed and rated at least five ads or images for each of P & G's six major brands to calculate an average advertising score, which is 20% of the company's overall score.
Is a company perfect? & Nbsp; Advertising can be really wrong or, in today's world, hardly noticed.
ANTONELLA: P & G is close to perfection based on Fortune 500 benchmarks and other parameters of the Gender Fair Index. They are committed to eliminating stereotypes and their leadership practices, employees and philanthropists, who demonstrate a real investment in inclusion and equity, underlie the overall positive advertising choices.
What is the role of consumers in this equation?
ANTONELLA: I've even seen positive reactions to Gillette's advertising mentioning that advertising and the company are still trying to sell razors. Well yeah. To claim that a consumer goods company does not sell a product is naïve. So, we act as if you are not a consumer who reacts, consciously or unconsciously, to the message of a brand. When you have the choice of what you buy, who you work for and how you invest, why not make a company whose practices help bridge the equity gap?
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"I have been told many times that it was not an abuse. That was just a joke. That was just heckling. But I can say that the heckling of one man is the humiliation of another. "
– Terry Crews
"Boys will be boys!"P & G, 2019
Earlier this week, Gillette released a new ad that turns their inherited slogan "The best one a man can get" into a message of public interest encouraging men to speak up and act against toxic masculinity.
Advertising "We believe" generates praise, criticism and controversy. I watched it with Antonella Iannarino, my colleague and director of digital communications at Gender Fair, and I explored the cultural impact.
Antonella, the press and social media are exploding about the first national announcement to boldly hold men accountable for their behavior "boys will be boys". P & G is famous for triggering the women's empowerment movement. Have you been surprised that they have focused on the role of men in gender dynamics?
ANTONELLA: We are not surprised to see such a risk-taking announcement from a Certified Gender Fair company. P & G has led the way in the fight against stereotypes since Marc Pritchard took the reins of the management company. These advertisements prove that a brand can have an impact on culture and connect with consumers. We see this as a natural sequel to "Like a girl, "That changed the perception of the sentence.Do not forget that AceMetrix's best advertising 2017 for inclusion was also an advertisement of P & G. #WeSeeEqual portrays men, women, boys and girls defying gender stereotypes. And what about the My Black is Beautiful initiative?The speech? "It dealt with police discrimination and racial prejudice about beauty in the United States.
Is the public response to "We Believe" unique or is it a typical response model?
ANTONELLA: Immediately following the release of "Like a Girl" at the Super Bowl in 2015, the self-proclaimed "méninistes"Had the" #LikeABoy "trend, irritated that Always's PSA, a brand that sells menstrual products, only concerned women. Others have warned (and still do) that brands may sell and polarize their audience when they make social comments. According to a D & AD case study, 76% of 16-24-year-old viewers no longer saw the phrase "like a girl" negatively, and two out of three men who watched television said they would "think twice before using the "Like a girl" as an insult. The capital of the brand "Always" also increased during the campaign.
Personally, I'm happy to see Gillette raise the question of what it means to be a good man. Dr. Jackson Katz, the guy who knows more about masculinity than anyone, blames men for being pbaders-by and perpetuating a very naughty standard of manhood. It's terrible for women and particularly damaging for boys who admire men. Many praised "We believe" for insisting that bullying and harbadment cease and that men have a responsibility to help others do better. But some men in the public eye, like Piers Morgan, take offense. What is their problem?
ANTONELLA: Those who do not understand are precisely the ones the ad is trying to reach. It's amazing how some of the answers lacked self-awareness. Canadian political commentator Ezra Levant, who criticized the ad directed by a woman named Kim Gehrig, actually wrote in The rebel, "Imagine a middle-aged man running an advertisement for tampons. Why would you do that? Unless you do it for a very special reason, on purpose – and the goal was not to sell razors … "
Just another man without intelligence who does not realize that most advertisements have always been created and produced by men, whether they are for a man, a woman or a child. I was working at the Gillette agency at the time of the original "The Best Man Possible" campaign and the only woman who appeared in the ads had to be bady, lightly dressed and not used for anything. other than to caress the face of this guy. if it touched human skin for the first time. I am grateful to P & G (who acquired the brand in 2005) to question Gillette's legacy and modeling behavior for a new generation.
ANTONELLA: There will always be men who tend to view any criticism of men as an attack against all men – hence the frequent use of defensive and unnecessary #NotAllMen strategy. (Tip: women know that it's not all men – we still have to talk about it some men, sometimes Too many menand our experiences). I would encourage her critics to see her again and see how thoughtful she was and how slowlyhe conveys his message that it is not acceptable to harbad, intimidate, physically or badually badault a person. Do these guys really argue against this?
Unfortunately, many Neanderthals believe that men are naturally aggressive and motivated by a kind of Darwinist need to conquer and dominate – women and other men. This he is the natural order. Without wishing to offend the Neanderthals, of course!
I also think that the conversation is misguided by nomenclature and quick-reactionary reactionaries – " "Toxic masculinity" does not mean that masculinity is toxic by default, but that some cultural aspects and expectations of masculinity are harmful to men and women. It's not difficult to understand if you want to be open to discussion.
It is still too early to measure its total cultural impact or Gillette's market share, but do you think the timing is a coincidence? It will be broadcast during the Super Bowl, which has always personified and even celebrated the male spirit.
ANTONELLA: Yes, and it is fortuitous that the message landed just days after the American Psychological Association published guidelines how psychologists should deal with the harmful effects of traditional masculinity. Terry Crews, whose testimony in the Senate is presented in place of Gillette, said during his appearance on View Last week, "the problem is that we are fighting people. But you do not fight people, you fight mentalities. And mentalities are shaped and reformed by our acceptance and / or rejection of the representations that are served to us – diversity, behavior and values.
Do you believe that brand advertising can actually change the ingrained spirit?
ANTONELLA: Advertising is one of the four main measurement categories of the Gender Fair Index, as it is considered a very powerful tool for promoting equity. We reviewed and rated at least five ads or images for each of P & G's six major brands to calculate an average advertising score, which is 20% of the company's overall score.
Is a company perfect? Advertising can be really wrong or, in today's world, hardly noticed.
ANTONELLA: P & G is close to perfection based on Fortune 500 benchmarks and other parameters of the Gender Fair Index. They are committed to eliminating stereotypes and their leadership practices, employees and philanthropists, who demonstrate a real investment in inclusion and equity, underlie the overall positive advertising choices.
What is the role of consumers in this equation?
ANTONELLA: I've even seen positive reactions to Gillette's advertising mentioning that advertising and the company are still trying to sell razors. Well yeah. It is naïve to claim that a consumer goods company does not sell a product. So, we act as if you are not a consumer who reacts, consciously or unconsciously, to the message of a brand. When you have the choice of what you buy, who you work for and how you invest, why not make a company whose practices help bridge the equity gap?
