Gillette- The Next Generation Of Masculinity?

The best a man can get?

Gillette’s new advert has brought forward debates around the next generation of masculinity, a message urging for men to be better, and it has divided viewers and consumers alike.  

The new marketing campaign, ‘we believe: the best men can be’, has sparked outrage across the Atlantic, and has put itself in a position of authority through its intended message: for men to hold each other accountable for their actions.  

Gary Coombe, President of P&G Global Grooming, understands that the brand has a legitimate interest to align itself with the rejection of toxic masculinity as it is the “world’s largest marketeer to men”. However, many a feather has indeed been ruffled, especially as it is calling out customers who associate with the version of masculinity that it presents.  On the other hand, the advert is to be accused of hijacking the #MeToo movement as well, therefore becoming somewhat hypocritical despite its greatest efforts.    

So, is the proactive short film being received as a reactive, patronising piece because it is being lobbied by a brand that offers women almost identical grooming products to men but in a pretty pink packet, or is it the concept of eliminating that age old and outdated expression of ‘boys will be boys’ that is making a large amount of the population lose their shit? 

Admittedly, it’s a difficult one to gage.  

The idea of a huge and influential organisation acknowledging that toxic masculinity is exactly that: toxic, must be a step in the right direction towards equality across the board.  The controversy that rides alongside it giving the subject the attention and visibility that it needs.  

Surely this argument is long overdue?

In the current gender-political climate it is good learn what not to do.  Gillette’s attempt to communicate to men that they should be the best versions of themselves is bold and daring, and to be honest we just don’t see enough of that in advertising.  However, the fact that an advert with an embedded message of ‘be a decent person and care for yourselves and others’ is seen as a daring and courageous move is rather troubling.

We cannot be certain of the main motive behind the ad, but we’re thinking that it was either to rouse discussions and generate an awareness of the predominance of toxic masculinity and how it can be acknowledged and rectified, or it was targeted towards women under the pretence that it is women who make regular purchases.  Ideally, we would like to take a stab at the first idea but it is impossible to ignore the economic power of women.  We will however reluctantly settle for a combination of the two. 

Regardless of the motivations for the advert we are unable to deny our feelings towards it.  Whether you’re an advocate for change or you feel that you are being personally attacked by the suggestion that men can be better, Gillette has got us all talking. 

Written by Keeley Sawdon-Molloy