Tags: gillette | advertisement

America in a Lather About Gillette Shaver Ad

America in a Lather About Gillette Shaver Ad
(Piotr Trojanowski/Dreamstime.com)

By with Michael R. Shannon
Tuesday, 22 January 2019 12:50 PM Current | Bio | Archive

One of the nasty little secrets of the advertising business is many of the expensive productions that fill the airwaves and internet aren’t what they appear to be. Instead of being designed to sell the product — which would benefit the stockholders — the ads are designed to win advertising awards. If the commercial also happens to sell some product, well that’s an added bonus.

When a commercial becomes an award-winning ad the entire creative team gets to be part of the award ceremony, usually held at some tony location as part of at least a weekend of festivities. Should the ad win, the client ad manager who approved the commercial also gets a trophy for their office.

The award mention also looks much more impressive on resumes than a 2.5 percent increase in sales, which the CEO will probably take credit for anyway.

Which brings us to the much-discussed Gillette “toxic masculinity” ad. An award-bait production if we ever saw one. The commercial is another exercise in corporate moral exhibitionism and fad surfing, much like Nike’s (a repeat offender in the moral exhibitionism sweepstakes) Kaepernick ad.

Both companies are adherents of the divide-and-offend school of marketing. Gillette decided to accuse just about every man in America who wasn’t in the process of transitioning of being either a jerk or a jerk enabler.

Gillette’s advertising brain trust hired an Australian female director who is known as a somewhat vulgar feminist. The Guardian summed up her career thusly, "The ad was directed by Kim Gehrig of the UK-based production agency, Somesuch. Gehrig was behind the 2015 This Girl Can advertising campaignfor Sport England and 'Viva La Vulva', an advertisement for Swedish feminine hygiene brand Libresse."

What’s curious about the ad’s message is it only reinforces the concept that women are frail creatures who need to be rescued by, in this instance, woke men. Every woman in the commercial is either passive or a victim. In the commercial women lack what the intersectionality woke among us call “agency.”

What’s the point of becoming a feminist if one still has to look to a man for rescue?

It’s seems to us that if Gillette had been serious about ending “toxic masculinity” and making the world a better place for women, it would have made women a part of the solution. A commercial that was serious about helping women end the problem would have given them the means to do it.

We suggest Gillette do a follow-up ad that details how women can apply for a concealed carry weapons permit. A pistol-packing mama has the power to stop a toxic male dead in his tracks (no pun intended) and provide a useful lesson for any spectators to the incident.

The old cliché “God created man, but Sam Colt made them equal” applies to women, too.

Michael Reagan, the eldest son of President Reagan, is a Newsmax TV analyst. A syndicated columnist and author, he chairs The Reagan Legacy Foundation. Michael is an in-demand speaker with Premiere speaker’s bureau. Read more reports from Michael Reagan — Go Here Now.

Michael R. Shannon is a commentator, researcher for the League of American Voters, and an award-winning political and advertising consultant with nationwide and international experience. He is author of "Conservative Christian’s Guidebook for Living in Secular Times (Now with added humor!)." Read more of Michael Shannon's reports — Go Here Now.

© Mike Reagan

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One of the nasty little secrets of the advertising business is many of the expensive productions that fill the airwaves and internet aren’t what they appear to be.
gillette, advertisement
Tuesday, 22 January 2019 12:50 PM
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