When I saw this new Ad from Gillette, I was really pleased but quite a few men are raging. Read the comments section on the Youtube channel and you’ll find more than just a few acts of He-steria.
The Ad clearly makes reference to the Me Too movement and the ways in which destructive ideals of masculinity are forced upon boys.
I have two young nephews and a teenage niece and I really can’t see the problem with teaching boys, men and it seems quite a few man-babies that their masculinity should not be defined by toxic ideals like sex, status, power and violence. Ideals that contribute to men around the world being at greater risk of suicide, violence, and mental health problems.
But it’s not enough to just say don’t be violent, don’t be sexist, don’t be a bully if there is no alternative. As much as the commercial exploitation behind Gillette’s advertisement grates on me, demonstrations of different ways to be a man in the mainstream media are important. Young men and boys need to see role models for masculinity that reimagine traits like strength for example as being able to call out an injustice rather than a purely physical expression of themselves.
So while this Ad is by no means the answer it is a step in the right direction and one which I hope will continue a conversation in the wider community.