Last week, social media had it’s latest eruption of outrage (number #7,686,892,213,293,973 to be precise) when Gillette released a new advertisement that focused heavily on the #MeToo movement and so-called toxic masculinity. I use the term “so-called” because I find it good practice to at least question another person or organisation’s definitions rather than blindly accepting them.
The ad [linky, linky] sees a twist on Gillette’s classic “The best a man can get” slogan and asks the question “Is this the best a man can get?”. It goes on to show things like a man grabbing a woman’s arse, a couple of boys play-fighting (with the parents shrugging it off as “boys will be boys”) and some teenagers watching girls in skimpy clothing on TV. Some preachy shit about holding one another accountable and being better blokes in general as well as examples of how we can all achieve this follows. The advert has generated a lot of negativity from the male community with many vowing to not buy Gillette’s products ever again for “insulting” them.
So, as a card-carrying man, do I feel offended by Gillette’s “attack” on my masculinity? No, I don’t, for several reasons. Before I get to those reasons though, I do want to say that companies trying to tell us what it means to be a man or what to do in general can fuck right off. The same goes for the militant feminists who have grasped #MeToo by the horns in a death-grip and abused a worthy cause as a vehicle to shame men for anything that doesn’t fit their agenda and strict requirements. Don’t tell me what to do. I’m well aware that slapping a random woman’s backside is inappropriate as is forcing your partner to live in the kitchen 1950’s style but don’t try to make me feel guilty for following my biological coding and checking out a pretty girl in the street or for reading a “lads” mag.
As one wise philosopher once observed, “I am a man therefore I like breasts and bottoms”.
Gillette however, have nothing to do with my views on this subject. The first reason that their inflammatory advert hasn’t got me steaming at the ears with outrage is because I am secure in my masculinity. I will look at women I find attractive. I will aspire to be a man by my own definitions and metrics, not how a corporation or individual thinks I should live. I will continue to hang a sexy wall calendar up every January and enjoy the twelve pictures guilt-free. I will focus on my own life and progress rather than giving a shit about the judgements of others. I will continue to question myself and my actions and re-evaluate my direction but I will do it myself sans the influence of those who seek to change me.
Sometimes it may seem that certain corners of our society are trying to shame us for simply being blokes but it must be remembered that a vast chunk of what we (wrongly) assume to be facts and “correct” has been presented to us by the media and packaged in a way that suits them. Gillette sticking their oar in and telling us how to live is only possible with the power of TV and the internet. This crap that I dare to call a “blog” is media. So much of what we take to heart and get angry about is fed to us on a plate to encourage views, clicks and ad revenue. In real life, I can honestly – hand on heart – say that I NEVER, ever have to listen to somebody preach to me. In fact, the women in my workplace are more likely to slap you on the arse and are totally fine with harmless, playful flirting. Even they say that all of this super-feminism is a load of rubbish and you know what? We stand as equals, get paid equally and don’t think any less of one another because of sex.
We rib them for always complaining about being cold or gassing about pointless gossip and they rib us back for being shit at multitasking or obsessed with sports. Importantly, we ALL have a laugh about it and know that no malice or derogatory subtext was involved. The key thing is to know your boundaries and what is/isn’t sensible. Only a moron would attempt to speak lewdly to a woman that they don’t know at all for example and if they get called out on it then they deserve the consequences.
The point is, you shouldn’t correllate what TV and the internet shows you with reality. The outrage-fuelled headlines warp our brains and subtly redefines our perception of right and wrong. In the same way that I have no time for hardcore, angry feminists, I have no time for the daft notions that some blokes have. The idea that all women are out to enslave and castrate us for example or that we should waste our time getting angry about a Gillette advert. Wise up and stop playing into their hands. By tweeting your fury, all you have achieved is more exposure for the advert (which was currently sitting in excess of twenty-four million views at the time of me writing this…) and their brand.
This brings me nicely to my second point. The marketing people at Gillette aren’t stupid. An advertisement like this would have been re-worked countless times and would have to have been signed off by company bigwigs. In short, they KNEW that this would generate controversy and mass exposure for the Gillette brand while also earning them a ton of praise from the SJW camp. It has been an all-round winning situation for them and any man that believes Gillette will go down like the Titanic or suffer commercially at all for daring to tell their consumer base how to act needs to think again. There is no such thing as bad publicity as they say. I can’t be offended by an advert like this because in doing so I would be being played like a fiddle.
I will end this post by pointing out that there is a distinct whiff of hypocrisy about Saint Gillette and their “message” however. A particularly strong odour in fact. After all, this is the company that came out with a range of women’s razors and coloured them Barbie-pink so clearly they know all about feminism and #MeToo.
Oh and another example of their work…
Bottom row, fifth from the left is my favourite. Go on and shoot me.