Last week, the shaving and razor company Gillette released a commercial that has sparked debate throughout the nation. In this commercial, in response to the #MeToo movement, Gillette took their original slogan “the best a man can get” and asked the question, “Is this the best a man can get?”
The advertisement is centered around the idea of toxic masculinity, misogyny and males bullying other males. The advert criticized the phrase “boys will be boys” and argued that men not only should strive to be better but also aim to be active bystanders in situations where men are acting out, as seen through the real clip of Terry Crews, an actor and sexual assault survivor, where he says, “Men need to hold other men accountable.”
Gillette’s statement has challenged the toxic culture underlying the male gender and influencing some men to behave or act disrespectfully to others. This commercial encourages men to make an effort to declare right from wrong, which in turn will have an effect on young men (specifically college men) to eliminate cultural norms that are unjust and downright wrong.
However, many did not see the commercial as a message of positivity; rather, it was interpreted as an attack on all men. Moreover, Former State Department Senior Adviser Christian Whiton argued that ad companies should not be delving into political controversies without being prompted. Whiton posed the hypothetical questions, “Why jump into a controversy when it isn’t going to do you any good?”
First, to refute Whiton’s statement: this is how you use a platform. Gillette is a household name with a power to reach millions of Americans. The company, just like celebrities and athletes, have every right to get involved in political controversies to make the difference in the world that they feel is right.
Next, to those against the advertisement because it is “anti-men,” or “insulting:” this advertisement is not a takedown on males. Nowhere does the commercial say “men suck” or that all men are like that. The commercial’s purpose was to say that we need to hold ourselves to a higher standard. If the ad angered you in any way, please ask yourself why. Was it the idea that men should stop objectifying women or that the claim “boys will be boys” doesn’t deserve to be an excuse for compulsive, antisocial behaviors?
According to the Rape, Abuse, and Incest National Network, over 20% of undergraduate women experience rape or sexual assault during their college career. This ad shines a light on college culture, specifically the toxic masculinity (the idea that violence, sex, and status define manhood) that plagues most American campuses. Although NC State is an amazing school, the campus culture is not perfect. We see the consequences of this dangerous culture at NC State, as the October 2018 Clery Report reported that in 2017 there were 40 incidents of sexual assault (specifically inappropriate fondling and rape) within our community.
The Gillette commercial acts as a catalyst for the cultural, subconscious change within college men that they are not “sexual hunters” or “that it’s biological.” The advertisement, in its most simple analysis, asks men to try and be better leaders and role models for the entire community; so what’s the issue with a push to try and be a little better?
“The boys watching today will be the men of tomorrow.” The last words of the commercial resonate with me as I grow from being a young adult into a man within our society. Our generation is the future, and how we think will determine how we act towards others, both men and women.
We know what is right from wrong, we know how to be kind and compassionate, and this advertisement tells us it’s time to put that knowledge into application. If you’re throwing away your Gillette razors in order to triumphantly denounce the advertisement, then not only are you missing the message but a great shave too.
