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I don’t know a whole lot of people who take their cues on proper human behavior from major multinational brands.
I think this is a pretty solid argument on its face, but if you needed a practical illustration, Proctor & Gamble’s Gillette division just gave you 1:48 seconds of why this is a very bad idea.
Did - Instance - Men - Bro-magnons - MeToo
Did you know, for instance, that men were all vicious, bullying bro-magnons before the #MeToo movement started?
They chased after other kids not like them relentlessly, groped women at every opportunity, mansplained in boardrooms and engaged in all sorts of foul behavior. All of this would be excused by a chorus of men saying “boys will be boys.”
Moment - Harvey - Weinstein - Story - Press
But lo: The moment the Harvey Weinstein story hit the press and a domino-line of celebrities fell due to allegations of sexual harassment, men began realizing maybe this behavior was bad. They started looking themselves in the mirror, chastised at the monster they see staring back at them.
And Gillette — just coincidentally, the brand with the tagline “The Best a Man Can Get” — wants you to be a better man by not doing horrible things and calling out horrible things when they happen. Things that almost all of us knew were horrible before this advertisement and that we hopefully called out when they happened.
Toxic - Masculinity - Things - Situations - Past
That’s how we’ll end toxic masculinity: by not doing things we generally didn’t do before and stepping up in situations where we knew we should have stepped up in the past. Buy Gillette razors.
Here’s the advertisement, which mixes a very little bit of sexist archival footage with a lot of heavy-handed scripted situations:
Man - Ad - Men - Thing - Way
“Is this the best a man can get?” the ad asks. “We believe in the best in men. To say the right thing, to act the right way. … The boys watching today will...
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