I’ve watched the much-talked about Gillette ad a couple times now, and I have to say, it’s hardly controversial. In fact, I’d argue any news outlet describing it as controversial is misrepresenting what’s actually in the ad. The campaign does a pretty good job of suggesting how men can be positive role models, tying the concept of “manhood” to stopping bullies and intervening to prevent sexual harassment from other men. As this Huffpo piece argues, it’s actually fairly conservative, in the sense that it puts forward a virtuous, heroic ideal of masculinity. Men as a whole aren’t insulted at all. Not that you’d get that impression listening to the right-wing rage machine, which has twisted the ad into “man-hating.” I mean, there’s a clip of Terry Crews (aka Camacho from Idiocracy — not exactly an emasculated wimp!) in there discussing the need for men to hold other men accountable for sexual assault. The fact that so many people are infuriated by these mild suggestions is just plain weird — and speaks volumes about the extremist vision of traditional patriarchy that underlies Trumpism.
Tags: advertising, bullying, gender, sexual assault, sexual harassment, women