The Great ‘UNWOKENING’ Gillette Flips On Attacking Masculinity After Customer Backlash (VIDEO)

Written by Wes Walker on August 23, 2019

After claiming they have no regrets over last year’s ‘progressive’ message, despite losses in the billions, Gillette seems to be trying to win back traditional men… will it work?

And is this Australian commercial an indicator of what sort of ads we can expect closer to home?

It features all the facets of traditional (some call it ‘toxic’) masculinity.

A strong man…

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… in a heroic line of work…

… displaying understated courage…

… and gives a strong nod to fatherhood and family values.

It’s the sort of portrayal of masculine roles we USED to see in typical razor commercials.

Well, until they joined the PC bandwagon.

You might call it ‘backpedaling’.

Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash.

…The ad spruiks the brand’s SkinGuard range, highlighting the issue of sensitive skin for men who shave every day — including firefighters, who are required to be clean-shaven as it enables a proper seal for their breathing mask.

“We have a very clear strategy when it comes to how we authentically connect with our consumers,” said Manu Airan, associate brand director for Gillette Australia and New Zealand.

“We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”
Source: News Australia

Here are the other stories tracing Gilette’s experiment in Progressive politics, and the various public responses..

 

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