When brands weigh into the culture wars, does it ever go well? Taking sides tends not to be good for business, because by its very nature it's going to alienate someone.
But what I don't really get about the backlash to Gillette's controversial ad is that they're coming down on the side against bullying, sexism, and harassment. That should be a no-brainer. Who the heck is in favor of such abhorrent behavior?
The ad, titled "We Believe: The Best Men Can Be," has been viewed more than 25 million times on Gillette's YouTube channel alone, receiving more than 690,000 likes and 1.2 million dislikes.
And they frame it as something men should think about as role models for their sons.
Photos began flooding social media of Gillette customers disposing of their razors in various ways.
Mind you, the protests against Gillette's anti-toxic masculinity campaign didn't always make a ton of sense.
And those who supported the commercial were quick to clap-back at the questionable reaction from the haters — those screen shots of the toilet razor will live on forever.
In a Facebook post, Graham posed with his three kids and three guns — only for the boys, the daughter doesn't get a gun — writing "Practicing our 'toxic masculinity.'"
The first photo received more than 107,000 reactions, 30,000 shares, and 36,000 comments.
"If confronting violent and troubling behavior offends you, you might not be the person I thought you were," wrote one user. "Gillette literally asked for bullying, sexism, and sexual violence to be confronted."
"When did they bring up guns?" wrote another user. "They simply said teach your kids not to bully or sexually harass women."
"No, that Gillette "ad" was not an "ad" at all," wrote one person. "It was propaganda intended to shame little boys for being boys, rather than recognizing they are little humans (just like little girls) who need be taught by their parents the rules of common decency and how to properly treat others -- the same sex and opposite sex alike."
You’re a true law abiding citizen! A great role model for the true American people!" wrote another person.
And one commenter thought that his post inadvertently proved Gillette's point: "Have you ever stopped to ask yourself what exactly you and your boys want to protect your daughter from?"
"What’s the most likely threat in her future? I’ll give you a hint. It’s other men. You know... the kind of men that the Gillette ad is attempting to reach and change for the better." they concluded.
"We were just trying to upgrade the selling line that we've held for 30 years — the Best a Man Can Get — and make it relevant," Gillette's brand director, Pankaj Bhalla, told Fast Company. "I don't think our intention was to have controversy just for the sake of controversy."
It's a good chance to look inwards, and consider why we're all in our feelings about a RAZOR AD.
