I honestly haven’t thought about what kind of razor I used in decades. Not since the last century.
But then I saw that now infamous ad by Gillette pop up on Twitter. It’s less than two minutes long, but that’s still very long for an ad, in an era of 30-second or even 5-second ads.
This ad (or "short film," as Gillette calls it) was directed by a young feminist woman named Kim Gehrig. Imagine having a middle aged male direct an ad for tampons. Why would you do that? Unless you were doing that for a very special reason, on purpose — and the purpose wasn’t to sell razors...
TONIGHT I'll show you Kim Gehrig's videos for other products.
These videos reveal what she thinks of masculinity, and traditional ideas of feminine beauty, too. Frankly, some of her previous work is very upsetting.
The new Gillette ad has been watched more than 11 million times on YouTube, in just two days. There were over 200,000 comments. More than a quarter of a million people clicked “like” on it — and nearly 700,000 have clicked “dislike”.
So if the goal is to start a conversation, mission accomplished.
But if the goal is to sell razors to, you know, men, I don’t think that worked.
The Gillette ad is so rapid paced, conflating so many things — bullying, sexual harassment — into one giant stew called: men are awful.
The ad ends by giving you have homework to do. You have to improve yourself. You’re not really good enough to buy razors from Gilette. If you click on that link, it takes you to a message that reads, in part:
But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.
Yes, being "caught in the past." We have to get out of that old masculinity — you know, the masculinity that stormed the beaches on D-Day, or when, on 9/11, firemen and police ran into a burning building, rather than out of it, to save people.
That’s old fashioned.
After watching that ad three times, and learning more about the woman who directed it, and reading that awful Gillette propaganda website, and their pledge for a million dollars to reengineer what it means to be a man — I just don’t want to be a part of it anymore.
The bad news is: I checked out Schick, the Dollar Shave Club, and Harry’s Razor’s, and their corporate giants have previously come out against masculinity, too.
But I note they’ve all deleted those videos, tweets and press releases in the past 48 hours.
Despite the backlash, Gilette is still plowing ahead with their anti-male message.
And I don’t want to give a dime of my money to people who hate me, simply because of my sex.
NEXT: Michael Knowles from the Daily Wire joins me to talk more about the overwhelmingly negative reaction to the Gillette ad, and what it says about the concept of masculinity today.
FINALLY: Your messages to me!