The Gillette Controversy

On January 14, American razor company Gillette aired an ad which did not sit well within a certain segment of its audience. The ad is a response to the #MeToo movement and urges men to hold themselves to a higher standard, above the one highlighted by recent media coverage of powerful men abusing their positions. The ad itself doesn’t refer to the #MeToo movement explicitly, but the title, “We believe: the best men can be,” says it all. Gillette followed the ad with a statement from the company saying, “It’s time we acknowledge that brands, like ours, play a role in influencing culture.” Many women and some men gave their support to the ad, recognizing Gillette’s goal to encourage men to change for the better. Nevertheless, many men found this to be demonizing since, in their opinion, it appears to portray all men as aggressive sex offenders.

Personally, when I was first shown the commercial, I found it to be very beneficial as it aimed to demonstrate that not all men are evil. I also liked the idea of a brand dedicated to men’s products offering such a positive message. I wasn’t aware of the controversy surrounding the ad until one of my teachers and classmates brought it to my attention. Even when the root of the controversy was clarified, I still did not fully understand how the ad was in any way controversial. I finally came to the conclusion that it depends on one’s perspective since some might watch the ad and deem it to be harmless while others might see it as offensive.

Since the ad aired, many have taken to Twitter to express their thoughts. For instance, Ricky Gervais tweeted, “Gillette now wants every man to take one of their razors & cut off his testicles.” Another user wrote, “THIS is how you engage with your audience. Gillette being aware of mostly having a male audience and using their influence as a global brand to make a change for the better. Other companies take notes.”

Whether or not the controversy was just, Gillette indisputably captured the people’s attention. But the real question is, was there really a need for controversy? Let us know your thoughts in the comments!