The inspiring Gillette commercial begins by breaking through their own past ad. In which a woman is shown as a reward one can win if properly shaved. From there, the commercial continues to highlight all types of toxic masculinity; bullying, objectifying women, belittling the opposite sex, the portrayal of sexual assault in the media, and the age-old ‘boys will be boys’.
By using these current social standards, the ad starts to highlight that our outdated dialogue is changing. The campaign spotlights men that have already begun to be the ‘best they can be’; those who speak up, stand up, and are raising the next generation of strong, independent children. Gillette declares that “there will be no going back” – and there’s nothing truer than that.
It’s not about men doing what’s right because they have to—it’s because they want to and they can.
As the ad fades out I’m left speechless with goosebumps as I try to take in what I just watched. Gillette is not the first company to use this potentially controversial topic as a way to reach their consumers. But that doesn’t make it any less provoking. And when I step back to let my feelings settle, I realize how huge this message really is, and exactly what it’s saying about our present and future society. It’s so easy to get lost in our negative and seemingly bleak present state. However, in these moments I am able to appreciate how far we’ve come and where we are headed.
Our society is changing, as a woman, I am filled with faith. And as a mother to two very young boys, I am filled with gratitude.
I’m not the only one who took this campaign to heart. Of course, seeing as it is a controversial topic—there were others who weren’t thrilled. But either way, their marketing got people talking about a brand that isn’t usually the topic of any of our conversations.
It’s only by challenging ourselves to do more that we can get closer to our best.
– Gillette
Featured image via screengrab from We Believe: The Best Men Can Be
