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Gillette: Changing the game

Anyone in any doubt as to the need for the new Gillette campaign need look no further than the foaming outrage which has greeted it all over the Twittersphere and other media platforms.

The reaction from many in its (clearly target) audience was instant and visceral, branding the ad part of the ‘current pathetic global assault on masculinity’ ‘cultural Marxism’, ‘belittling or emotionally manipulating men’ as they tossed their razors into the bin, like so many toys out of a pram. Yet a moment’s reflection on the actual content of the ad shows that the range of male behaviour it showcases is not confined to stereotypical displays of bullying, physical assault, groping, sexist mansplaining & demeaning language – also featured are thoughtful intervention, kindness, caring concern, peaceful resolution – bravery, in short, in the form of stepping in when it might be so much easier not to.