Gillette doubles down. And wins big.

A little over four months ago, I wrote a post about the “toxic masculinity” commercial released by Gillette. You can see that post here.

Now, Gillette is back with another ad, and all I have to say is BRAVO.

Bravo for deciding to CONTINUE to engage in an important national conversation about masculinity, and now about gender issues, and now about inclusivity.

Bravo for focusing on a narrow audience, and demonstrating that there’s room for all kinds of conversations around seemingly simple daily routines.

And bravo for – especially for – not abandoning the position the brand assumed in January. To do so would have been cowering, and cowardly. This takes guts at the highest levels of the brand, and it may very well alienate more people…but it’s an important statement at an important time.

In my previous post, I wrote that the “toxic masculinity” commercial was good, but that it stopped short of being great for various reasons, including:

“I wish this spot also involved gender and sexuality issues – toxic masculinity is especially reprehensible towards non-heterosexual males and the LGBTQ universe in general.”

And

“The real test now for Gillette is where they go from here. If they continue to embody this refreshed perspective, and if all their forthcoming ads are aspirational (where we show men aspiring to be better men, especially with and around their female counterparts,) and they continue to use their brand to inspire action and help shift attitudes, then we can look back and say, “See? This was the moment they became aware of who they were as a brand, and the responsibility they bare as a consequence.”

But if they don’t?

Then the market can have at them – and Gillette will deserve every criticism they will likely suffer, not to mention probably losing market share to a host of upstart razor companies ready to eat their lunch.

No pressure, Gillette. But the world is now watching. And you invited us all to the party.”

You can see the new ad here:

 

What some might be missing here is that this ad is NOT about a transgender’s journey, the “transition” as he calls it. (Although most detractors are focused on this singular point.) In fact, if you didn’t know the back story, you might miss it altogether.  The editing and the dialogue shroud this point just enough that it’s not jumping up and down and calling for attention.

This ad is really about teaching old dogs new tricks. And showing how those old dogs teach their offspring their old tricks. This ad is (quietly) a lot more about Dads than it is about their transgender children.

A man teaching his son to shave is an incredibly important milestone in the father-son relationship. (Irrespective of how that son identifies his own gender.) It signals so much about the passage of time, and ushers in an opportunity for the passing on of experience. [And yes, it’s also the perfect contextualized moment to introduce emotion into a discussion around promoting a specific shaving blade.]

One of the core tenets of advertising is “Show. Don’t tell.” In other words, don’t tell people how to use products. Show them how it works when you do. And similarly, don’t tell people how to be an accepting father. Show them what it might look like if you were.

Is it Gillette’s job to poke their noses into national behavior and tell men to accept their transgender children? No, of course not. But it is always a good policy to show how it can be done. Even in an idealized way. And this ad does that very well indeed.

There is a lot of divisive discourse in America today. As the lyric goes, we seem to be “stuck in a moment, and we can’t get out of it.” But it will pass, and it may even get a scant bit better. And maybe, just maybe, ads like this will be part of that transition. (See what I did there?)

Again, Gillette has us talking about these issues, and more importantly, talking about Gillette. That’s a win.

Bravo.

Is THIS the best an ad can get?

A lot has been made of the new Gillette short film entitled “We Believe: The Best Men Can Be.” The spot, which challenges men to take a look at tired masculine clichés, like “boys will be boys,” and mentions #metoo within the first five seconds, depicts several scenes wherein some certain male behaviors have been tolerated almost hypnotically for quite some time.

A group of teens sit on a couch and flip through scenes of female marginalization in situation comedies and reality shows. An executive inappropriately (because he’s pandering,) puts his hand on a woman’s shoulder and starts a phrase, “What I actually think she’s trying to say is…” And so on.

Then, a new narrative starts to form in the video, where men intervene positively in several oft-tolerated situations, including cat-calling, fighting, and bullying. Underneath it all, the voiceover insists that “some is not enough.” And “Because the boys watching today will be the men of tomorrow.”

On its surface, this is an incredibly powerful social statement. And Gillette should be congratulated for boldly making it.

But as a piece of advertising, it may be overreaching at best, and carelessly ineffective at worst. While I can appreciate what it’s trying to do, the ad loses focus in its earnest to say something share-worthy on social media. (Although, in its defense, it has succeeded in doing at least that.)

The modern American consumer does not always make the loftiest cerebral decisions when trying to discern which brands to buy. Instead, they make simple, often one-word phrase mnemonic connections (that brands typically provide for them,) and choose based on how that singular experience makes them feel.

And for the past 30 years or so, Gillette has “won” consumers on a simple concept: the best a man can get. Strong tagline. A simple and understandable position for consumers. Advertising to support it. Not surprisingly, strong sales followed.

But now, Gillette has waded – rather, they’ve taken a rocket-powered speedboat – into dangerous waters that even their historically strong positioning may not be able to weather.

Here’s why.

It’s too little. And it’s too late. And so it looks like a desperate attempt to re-imagine the “appropriate” response. If there was a Gillette spot genie, these would be my three wishes:

  • I wish this spot was made a year ago, when #metoo was really a national discussion being had by, for, and with women. That it comes out now seems suspect.
  • I wish this spot also involved gender and sexuality issues – toxic masculinity is especially reprehensible towards non-heterosexual males and the LGBTQ universe in general.
  • I wish this spot took on the real issue, which is not just how young boys’ behavior gets formed, but more importantly, how that behavior is reinforced when it gets pardoned at nearly every important juncture of their lives.

In all the reaction I’ve seen, no one has mentioned that other brands, including other P&G brands, have tried this approach before, and to great reception. A zillion accolades (and ad industry awards) were showered on the #likeagirl campaign from Always. And the #realbeauty campaign from Dove was equally lauded.

Why is Gillette getting pounded by the social mediasphere? Probably because it’s disempowering. Probably because it’s by males for males, and about males and male grooming products. And that’s kinda not the point.

Probably because, as a brand, Gillette makes products for men that are purchased as much or more by women on behalf of men, and nowhere in this spot does Gillette equate toxic masculinity to domestic abuse towards women. Swing and a miss.

Now let’s be fair.  Gillette attempted to have an important conversation with American consumers, and they handled it awkwardly.  But that is STILL better than avoiding that conversation at all. And if you can imagine this, things are about to get harder for Gillette from here.

When a brand takes on a position, embodied by a bold tagline, then you have to own it – and that can come at quite a cost. The real test now for Gillette is where they go from here. If they continue to embody this refreshed perspective, and if all their forthcoming ads are aspirational (where we show men aspiring to be better men, especially with and around their female counterparts,) and they continue to use their brand to inspire action and help shift attitudes, then we can look back and say, “See? This was the moment they became aware of who they were as a brand, and the responsibility they bare as a consequence.”

But if they don’t?

Then the market can have at them – and Gillette will deserve every criticism they will likely suffer, not to mention probably losing market share to a host of upstart razor companies ready to eat their lunch.

No pressure, Gillette. But the world is now watching. And you invited us all to the party.