Gillette…Genius or Alienating?

Have you seen the new Gillette commercial? With almost ten million views, it is quickly becoming a viral sensation.

The focus of the almost two-minute spot is how men can do better and be better(focusing on the treatment of women and how that influences younger generations). While on the surface, it seems pretty straight forward – a guy asks another guy to stop ogling a girl on the street, a dad stops a fight with his kid watching, etc – it’s when you start thinking about brand alignment and targeted marketing, that the commercial may not be as socially aware as it first appears.

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I love a feel-good spot so this question pains me to ask, however, is this commercial really pushing for social change or has it found a new market to jump in front of and create brand awareness on the coattails of feminism and the #metoo movement?  Is it maybe a little bit of both?

Some men’s rights activist groups (yes, there are a surprising amount of them) feel that the ad is condemning men by launching an attack on masculinity leading to some men calling for a boycott of the company.  I would highly recommend googling some of the complaints/reactions as they vary from minor to suggesting that the entire male gender is on the verge of extinction.

The other side of the coin is that the commercial is calling out misogynistic, bullying, violent behavior that should not be tolerated.  It also serves as a pointed reminder that the next generation is a sponge and learns from what they see…good or bad.

So, my question for you is, do you think this ad is alienating its target market or is it a genius and socially conscientious advertisement that should be leading the way for commercials to come?  Are those two concepts mutually exclusive?  Is it doing more harm than good to their brand?

What do you guys think? 

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