On January 13th 2019, Gillette launched their #TheBestMenCanBe campaign together with a 1 minute 48 seconds long video advertisement released on Youtube on their official channel. The video, as of 17th January 2019, has garnered more than 14 million views with a shocking 3:7 like to dislike ratio.
Scrolling through the comments, I realized that many men were infuriated by the overall concept of the video which, from their perspectives, has demonized and portrayed men in a negative light. Some comments even analyzed the video further, and discussed on how it has not only portrayed men negatively, but also more specifically white men as the main antagonist of today’s world. But of course, in this article I do not wish to discuss about race.
But Why Are Men Angered By The Video?
I’ve since watched the video again and again, listening to the narrator’s words as well as the cinematics for the umpteenth time. I never truly understood why men (or even some women) were displeased by the video. Are men portrayed as the bad guy in the video? Yes!
However, are ALL men portrayed as such? The answer is NO. There are plenty of good men in the video.
The campaign was never meant to place emphasis on the wrongdoings of the men. No. Gillette themselves understand that their one and a half minute long video will not turn evil into good. The video serves to inspire and motivate good men to change the bad men around them, to encourage the good to rise above and stand up against the bad.
The catcalling, bullying, sexual harassment – these behaviors continues to be prevalent for the good men gives excuses such as “Boys will be Boys” as well as under the pretext of friendship to justify themselves for NOT standing up against the immoral acts.
Now, and The Future
As the video ends, Gillette makes it clear that this video is meant to be educational, not demonizing – reminding us men that as a friend or father, we can be role models. We can be the ones to make the change in the society. We shape the future our children will be living in.
Your Thoughts and Opinions
So UN, what are your thoughts on the Gillette video? Are you part of the 30% who liked the video or the 70% that have disliked the video? Share your thoughts with me in the comments section below!
Check out Gillette's latest campaign at www.thebestmencanbe.org now.
The reason why men are portrayed as "evil" is due to the nature of men: barbaric and sinister. With that being said however, it is not the case that all men are entitled to such primitive claims; we have some who are good, and that is correct. However, it stands out; men in nature is the most notable specie. Dating back to where Greek thinkers made their mark in the world, they often use the term "men". That's because, in essense, men hold a rather significant amount of power. That is not to say women do not hold power as well, but rather, understand that it has been centuries where men are often the target of criticism and existential claims.
Personally, I like it. Maybe because I have watched too many commercials during it’s planning stage from my previous work that made me become more open about everything to do with one. The reality is you can’t please everybody. No matter how sincere your intentions are; people will view it and interpret it, however they wish to. For me the commercial is simple; be the best of who you can be; step out lf the ”general” and be a role model, a good example for the kids of today.