Gillette released an ad to its social media channels that’s making serious waves. The “We Believe” ad doesn’t hype traditional masculinity, or even the benefits of its products. There’s no breakdown of an improved razor blade or closer shave.
Instead, the ad, which comes in at about a minute and a half in length, goes to a place that advertisers haven’t yet explored with men: It tackles toxic masculinity, the #MeToo movement, and how to teach young men to navigate their emotions in a healthy way.
All of this in a commercial? Can a corporation really tackle such huge issues without being condescending, or pandering to trending cultural dialogues? We’ve seen attempts like this fail before: Pepsi’s ad, featuring Kendall Jenner, which showed her handing a can of soda to a police officer during a protest, comes to mind as the most obviously insensitive recent misstep.
Dove’s ongoing “Real Beauty” campaign, aimed at women, has had mixed feedback; while some found their message of self-acceptance empowering, extremely important criticism noted that the campaign generally features white, thin, young, and able-bodied women.
While not perfect, Gillette’s ad is a pretty admirable step forward. Here it is:
What works really well? Depictions of men breaking up a fight between two young boys. A moment in which a father has his daughter repeat “I am strong” as they look at themselves in the mirror. Fathers who are engaged and attentive with their children. A man who calls out another man for telling a woman on the street to smile.
Of course, some people are furious about the ad, and it’s gotten some serious backlash.
Pankaj Bhalla, Gillette's North America brand director, told CNN Business:
”We expected debate. Actually a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen… The ad is not about toxic masculinity. It is about men taking more action every day to set the best example for the next generation. This was intended to simply say that the enemy for all of us is inaction."
His comments touch on a really interesting point: While to me as a viewer, the ad immediately spoke to our culture’s deeply ingrained toxic masculinity, it isn’t explicitly stated anywhere in the commercial. Really, the ad points to men needing to develop and express more empathy, better communication skills, and emotional intelligence. Doing this makes the world not only safer for women, but also healthier for men.
In no way does Gillette’s ad demonize or reprimand men. In fact, it suggests that this shift in behavior and outlook is simply bringing out the “best” in men, implying that men just need to tap into these qualities they already possess, but likely ignore due to cultural messaging or stigma.
All of which makes the social media outcry against the ad confusing—and enlightening. A quick glance through social media will show you endless comments about how the ad is too “feminist,” too “politically correct,” and “anti-men.”
Piers Morgan, for example, tweeted about the ad in his typical fashion:
This sort of criticism really just reinforces how necessary Gillette’s (relatively tame) message truly is. Men can’t express an emotion that’s anywhere near coded as feminine without it being read as faux “feminism” or an advertising ploy. The last thing anyone (including men) needs is to have toxic behavior dismissed as “boys being boys.” It’s gone on for far too long, and for the sake of people of all gender identities, it has to change.