Why Gillette’s lunge to political correctness will bomb

Tuesday, January 15, 2019
By Paul Martin

By Monica Showalter
January 15, 2019

Gillette’s new ad, browbeating men through a #MeToo and “toxic masculinity” pitch, supposedly to persuade men to buy their razors, is so revolting that it’s possible to think it’s satire.

Seriously, did a spy from Schick get into the Procter & Gamble advertising agency and concoct an ad sure to turn potential customers off?

Who would want to buy that after such a string of insults? Isn’t ad rule number one to not insult the customer? Well, this one does.

As Jim Treacher observes (Hat tip: Instapundit), the message can be summed up as follows: “Gillette Tells Men They’re Repulsive Creeps. Now Give Them Your Money, You Piece of Garbage.”

He writes:

Are you a man? That is to say, are you a genetic male who also happens to identify as a “man,” for some increasingly antiquated reason? If so, are you under the mistaken impression that you’re not a rapist?

Our society has come a long way in shaming men for behaving in any way that anybody anywhere doesn’t like, and reminding men that we’re all complicit even if we don’t behave that way. But it’s not nearly enough. The mere fact of maleness is shameful and problematic. Men and boys everywhere need to be reminded that we’re evil. We must learn to hate ourselves as much as everyone else hates us. The patriarchy must be castrated.

And who better to do it than a company that makes razors?

The Rest…HERE

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