Jill Filipovic has a piece on CNN’s website explaining why that Gillette ad (that has a lot of men defecting to Dollar Shave Club) about toxic masculinity is drawing cheers — and anger.
Why Gillette's ad slamming toxic masculinity is drawing cheers — and anger | By @JillFilipovic for @CNNOpinion https://t.co/bLTGxRUTJJ pic.twitter.com/JC8NW6m9BC
— CNN (@CNN) January 15, 2019
She writes that the ad, sadly, isn’t a victory for feminism, but it’s progress:
… the backlash shows that that progress has been less linear than we would like, and that with forward movement comes those reactionaries who dig in their heels.
The monetization of feminism is far from the dreams of our foremothers. But we do live in a capitalist nation awash in advertising, and these campaigns tell us a lot about ourselves — and what some savvy and powerful people believe we want to see.
Gillette advertising on gender equality isn’t a feminist victory, and feminists need not do their advertising for them. But it is an indication of feminist progress.
It seems a lot of the angrier people have filled up Filipovic’s mentions today:
This piece has been up for 10 minutes and I’ve gotten more hysterical tweets about it than anything else I’ve written in recent memory. You Tough Guys are extremely sensitive and also seem to spend a LOT of time trawling twitter for the word “Gillette.” https://t.co/oHJQHKaeOk
— Jill Filipovic (@JillFilipovic) January 15, 2019
I mean this is just a hunch but maybe you would be better off personally, professionally and romantically if you found a hobby more productive than flying into a semi-literate rage because an ad exec was like, “here’s an idea, maybe men are capable of being good and kind humans”
— Jill Filipovic (@JillFilipovic) January 15, 2019
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Translation: "I wrote a clickbait article to get attention, and now I'm mad I'm getting attention."
— Just Some Guy (@justsomeguycc) January 15, 2019
To be honest, we looked through the responses to the CNN tweet, and they were positive by a large margin. We have yet to come across any semi-literate rage, but we’ll keep looking.
I love being a accused of being a sexist while taking my morning shave.
— Pekuliar777 (@pekuliar777) January 15, 2019
I'm a liberal, and I find the ad condescending, although I'm far from outraged over it. I don't need a razor company to tell me to be a better man. It's also instructive that a simliar ad for women would never be aired.
— Ric Pundit (@Ferric242) January 15, 2019
Can I ask what sort of behaviours associated with toxic femininity that are promoted by women as good/traditional that you'd include in such an ad?
— Vida Bailey (@vidabailey2) January 15, 2019
How about bullying and gossip? Women can be absolutely vicious to each other. What's worse, being shoved in a gym, or having your reputation tattered to pieces in grade school?
— Ric Pundit (@Ferric242) January 15, 2019
Preach!
Amen! Old line: Boys beat each other up. Girls just rag on each other until someone gets an eating disorder.
— Ellen Anderson (@MochaLite) January 15, 2019
It’s a very patronising advert, I’ve got two boys that I bring up to have the upmost respect for every human being they meet. It’s not rocket science, it’s just morally correct, I don’t need an advert to tell me who I should be and how I should behave as a bloke.
— Baz Brice (@baz_brice) January 15, 2019
It might be attempting to slam “toxic masculinity” whatever that is, but It actually slams modern bad parenting. All of those problems are results of shitty parents, broken homes, lack of “masculine” fathers… notice these problems are getting worse with modern liberalisms?
— My Opinionation (@myopinionation1) January 15, 2019
If there is a domestic problem lets say, it's not toxic masculinity. It's a LACK OFF masculinity in raising that boy without a respectable father. A father should teach his son respect, morals, to be a protector.And especially how to treat women with respect.
— BuffaloJoe (@NYhunts) January 15, 2019
My parents and grandparents taught me how to act in society not some stupid commercial. What’s happened to families in America? I honestly think it’s liberalism.
— Timmy potter ?? (@RTP1111) January 15, 2019
This ad also states that it takes a strong powerful corporation to protect us poor defenseless women. I know tons of men and none of them are anything like the caricatures in this ad.
— ❌??Trump Babe??❌ (@DeplorableBabe) January 15, 2019
The ad says “ some “ men are doing the right thing . Gillette..most men,that includes men with lots of fine masculine traits,abhor bad behavior, do not tolerate it and certainly do not need a patronizing ad to tell them how to behave like decent human beings -again ..MOST men.
— Anne ?? (@fabannex) January 15, 2019
Well said..beautiful. Men are not always perpetrators.. we are protectors, soldiers,sons,husbands,brothers,uncles,boyfriends and should be celebrated. @Gillette
— Only a Man..Nothing else. (@CryptoDamixterr) January 15, 2019
Absolutely!
— Anne ?? (@fabannex) January 15, 2019
I get the respect for women. No problem. But tell me again what is wrong with a bunch of boys running and a couple of boys wrestling around. We are becoming a nation of total pansies.
— Brett Merritt (@brettmerritt67) January 15, 2019
Cheers???? It is will probably end up being the most hated ad in history. FYI I think if you looked a bit deeper you will find there is backlash because generally people are opposed to social engineering and stereotyping. Companies should stick to selling products!
— ET (@11easystreet) January 15, 2019
I don't have an issue with this commercial. I do have a problem with anyone who thinks the complex issue of gender relations can be solved with a 90-second commercial aimed at only one of the genders. We all have a role to play in fixing this.
— Chris Brown (@HyperboleWeekly) January 15, 2019
Does toxic femininity exist and is it ever presented?
— Son of Warren (@RileyhBFG) January 15, 2019
The ad creates the optics that white men and boys are “toxic” while men of color are the voice of reason when data shows black and Hispanic students make up more than half of the nation’s school-related arrests and referrals. It is the result of single mothers raising children.
— Will D (@futboliviano) January 15, 2019
Why does it seem that Hollywood and the entertainment industry always get a pass for the messages they send? The sexual video the boys are watching on the couch? Who produced that? As a parent, navigating through the toxic waste that is pop culture is exhausting. Anyone relate?
— The Returning (@TheReturning1) January 15, 2019
Oh now the response gets analyzed. Most people are not stupid or easily manipulated by this crap. It could have been produced/written with the same message without virtue signaling or targeting/labeling generalities.
— Lv Dawgs (@smith_barnara) January 15, 2019
"It's sad but predictable that imploring men to be better is met with such hostility from people who apparently accept the lie that cruel and predatory behavior is part of men's natural makeup" aaaaaaaaaaand I'm out.
— Jaime Brandon Morin (@starboyATX) January 15, 2019
You actually wrote an article about a commercial.
— Trace (@HideInTheSun) January 15, 2019
Well dear you’re just so damn predictable. Try a new schtick
— Kyle Franklin (@frnklns4k) January 15, 2019
What else ya got.. pic.twitter.com/XylYoydQH2
— Jiminy Cricket (@MrJ_Cricket) January 15, 2019
We were promised tough guys in hysterics! Where are they?
Related:
Shut-up and make RAZORS! Gillette clearly hasn’t learned when you go woke you go broke with their latest campaign https://t.co/vH4KA1jpGN
— Twitchy Team (@TwitchyTeam) January 14, 2019
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