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Gillette Is Not Wrong
Is the new Gillette razor ad a radical feminist attack on masculinity – the commercial embodiment of a woke sensibility? I was prepared to think so. But having watched it twice, I find a lot to like. The ad has been panned by some conservative commentators. With all due respect, I think they are falling into a trap. They seem to have accepted the feminist framing. Feminists see culture as a Manichean struggle. It’s women versus men. Women are benign and men are malign. For society to progress, men must change. We must extirpate “toxic masculinity.”
Understandably, this rubs conservatives the wrong way. I’ve risen to the defense of masculinity many times myself. But is the Gillette ad really “the product of mainstream radicalized feminism—and emblematic of Cultural Marxism,” as Turning Point USA’s Candace Owen put it? Is it part of “a war on masculinity in America,” as Todd Starnes argued on Fox News?
Conservatives stripping off their coats to get into this brawl are like the man who, seeing a barfight unfold, asks “Is this a private quarrel or can anyone join in?”
Let’s figure out what the fight is about before taking sides.
There were a couple of undercurrents in the Gillette ad that suggested feminist influence – the term “toxic masculinity” should itself be toxic – but overall, the ad is pretty tame, even valuable. I have no idea if it’s the best way to sell razors, but as social commentary, it’s not offensive. “The Best Men Can Be” begins by showing men looking the other way as boys fight, shrugging “boys will be boys.” It shows men laughing at a comedy portraying a lout pantomiming a lunge at a woman’s behind. It shows kids teasing a boy for being a “freak” or a “sissy.” These are followed by more uplifting images of men breaking up fights, interfering with men who are harassing women, and being loving fathers to daughters. We hear a quote from former NFL star Terry Crews, saying “Men need to hold other men accountable.” These images didn’t strike me as a reproof of masculinity per se, but rather as a critique of bullying, boorishness, and sexual misconduct.
By reflexively rushing to defend men in this context, some conservatives have run smack into an irony. Imaging themselves to be men’s champions, they are actually defending behavior, like sexual harassment and bullying, that a generation or two ago conservatives were the ones condemning. Sexual license, crude language, and retreat from personal responsibility were the hallmarks of the left. It was to epate la bourgeoisie that leftists chanted “Up against the wall, [expletive]” on college campuses. Liberals were the crowd saying “Let it all hang out,” “If it feels good, do it,” and “chaste makes waste.” Feminists were the ones eyeing daggers at men who held chairs or doors for them, and insisting that a “woman needs a man like a fish needs a bicycle.”
The left won that cultural battle. Standards of conduct for both sexes went out the window. Whereas men had once been raised to behave themselves in front of women — “Watch your language, there are ladies present” – they were instead invited to believe that women deserved no special consideration at all.
As I’ve written many times, the MeToo movement may conceive of itself as a protest of “traditional masculinity,” but that’s only because memories are short. It’s actually a protest against the libertine culture the sexual revolution ushered in. Some men are behaving really badly – harassing women, bullying each other, and failing in their family responsibilities. Some women are too, though the MeToo movement doesn’t acknowledge that aspect of things. But these behaviors are not “traditional.” They’ve always existed, of course, but they went mainstream with the counterculture, which is now the culture. In any case, everyone, left and right, who values decent behavior should be able to agree that encouraging men to be non-violent, polite, and respectful is not anti-male. It’s just civilized.
Conservatives should applaud that aspect of the Gillette message. Progressives, in turn, should grapple with the overwhelming evidence that the best way to raise honorable men is with two parents. We may wish it were otherwise, but fathers — as disciplinarians, role models, and loving husbands — are key to rearing happy, healthy, and responsible sons, as well as self-confident, happy, and high-achieving daughters.
That’s the cultural reform we so badly need. Any corporate volunteers? Apple? Google?
Published in Culture
You know who is loving this Amway.
Now THIS is a great ad.
It’s got all the happy modern inclusive stuff — not a single variety of modern man is left out; the full spectrum is on display.
And it doesn’t insult its customers. It says “We like everyone.”
(And it’s also quite funny.)
That is how to do it right. If I shaved I would probably consider buying their product.
What else I noticed about the Dollar Shave ad is that it’s showing exactly what Gillette wants: Men helping other men be better.
(At personal grooming, but . . . yeah, it’s there.)
Right? And who knew there were so many transvestites?
I endorse Glyce shaving soap, all Poraso shaving products, Pacific Shaving Co. Natural Shaving Cream, and disposable razors. Your mileage will vary.
If I spent more on this crap I would get a closer shave, but no one would notice. LOL
Well, except for trucks.
The chip on my shoulder is toxic women.
Until I see a decent “conversation” in our culture on that, I’ll be as outraged as I want. (Which is more aimed at “conservatives”, once again, attacking their own side when their peers are criticizing the cultural left)
(View Drew’s comment – linked above – to understand)
I used to work with a fellow whose idea of high humor was to walk into your office, stand next to you, then fart, and then run out laughing.
In a way, this opinion piece sort of reminds me of that fellow.
I would not make that observation if the opinion writer were engaging with the comments.
Loved this:
If I was Gillette I’d be pretty surprised to find out I paid millions of dollars for conversation sparking and action considering – as opposed to maybe, I dunno, selling my [redacting] razors.
Now that was both hopeful and disturbing.
I like.
Yes, well . . . there are certain images that I’m going to have to work hard to exorcise from my brain.
Oh Drew, that turned my stomach. I should have waited until after lunch. ;)
Yeah, while it may not be “judgey”, I’m not watching that a second time
I almost feel sorry for Gillette. I’m sure they spent millions of dollars on this ad which, I’m pretty sure is largely aimed at women (an initiative that started nine years ago, according to this article). Bet they thought they nailed it.
Not so fast.
The ladies are waaaay ahead of, and much woker, than Gillette. They’ve renamed the month “Januhairy,” and announced that they don’t ever want to shave any body hair at all! HaHaHa!
You know what they say about karma.
PS–just a suggestion: stop with the one article. You really don’t want to Google “Januhairy” and get lost in the results. Trust me on that.
So the new cultural rules will evolve to woman grow hair and men shave? LOL. Januhairy for wowen, Depilember for men? ;)
From a distance, it appears that the new rules are that to make themselves feel empowered women make themselves unattractive to men, and then complain that men are not attracted to them.
Now that we know the ad’s writer, does anyone disagree that the ad was designed for 2020 battlespace prep and
bashingdefeating Trump, and that Mona Charon is in the enemy camp?Indeed. It pretty much looks that way “close-up” as well.
She,
If only more shes could be She then many more boys could stop being boys and grow up and be men. (My grammar program crashed when it tried to grok the last sentence. What a sense of accomplishment this gives me.)
Regards,
Jim
Not insulting. But a lot more creepy than funny.
Was there nothing in there you could relate to even in college days?
I found it funny, but I’m not a man. However, the experimentation with physics, shaving sensitive places, and figuring out the right way to handle the hair you got are pretty universal things men deal with, aren’t they? It came across as human and endearing to me. And maybe a bit too revealing, lol.
I thought so, too. A bunch of men helping other men with . . . hair-management. In all of the places. It was kind and sweet. And it was absolutely “inclusive.”
And that, too. ; )
Mona was definitely in the enemy camp well before the ad. But good observation.
Umm, I don’t know if I’m typical, but other than my face, I have never shaved another part of my body. Is that TMI? lol.
Heh. I’ve known some pretty hairy guys who have experimented with shaving/waxing back and/or chest hair.
I shave my toes because a friend made fun of my toes in high school. Now, instead of being blonde hair no one would notice, they are dark and I have no choice :p
It doesn’t make it not creepy. Everyone I know has bowel movements too. I don’t like watching them.
“Enemy camp?” Shame on you both.
Well there you might be inviting riots by teenaged boys.