Gillette sparked a national debate when it released a commercial last month that had nothing to do with shaving and everything to do with trying to teach men how they should behave.
It’s preachy, over-the-top tone was downright insulting to many men and brought in almost twice as many thumbs down on YouTube than thumbs up.
The ad appeared to be made by creators that see men in a very shallow way, or perhaps, want to simply get back at men for depicting women in a shallow way in past ads. It’s heavy-handed approach, though, seemed to have little do with promoting true gender equality and fairness and everything to do with chiding men for being too masculine.
But then Egard Watches, a lesser known company, produced a powerful commercial in response to Gillette. The watchmaker, which partners with celebrities like Jeff Daniels, Jamie Foxx, and Bruce McGill, wanted to remind America of the dangers men put themselves in daily to make the world a safe and better place.
It also soberingly illustrates how many men die young. Take a look:
“There’s been a movement in society I feel that’s just been painting men with a broad brush,” said Egard founder Ilan Srulovicz told Fox News. “You know, for a company like Gillette to open up a commercial with a term like ‘toxic masculinity,’ I just don’t feel like masculinity is toxic. I think masculinity can be beautiful.”
“You can look at what Gillette did, which is take the minority, the worst men and say, ‘Okay some men aren’t like this.’ But some is not enough,” he continued. “To me it's not some men. It’s the overwhelming majority of men who are not like that.”
The ad brought in an incredible response and new business for the company, which offers mostly men’s watches but sells some women’s ones, too.