Gillette, a longtime-leader in razors, took an unusual approach in their latest ad. Instead of telling potential customers why their razors give the best shave, they chose to focus entirely on addressing “toxic masculinity.”
While the commercial, released Sunday, promotes attributes that most men agree are something to strive for in everyday life — showing respect, treating women well, and being a good example for their sons — it’s heavy-handed, preachy approach seemed to imply to many men (and women) that males, in general, are bullies and predators.
That ad made little mention of the many positive — and vital — characteristics of masculinity, and it did nothing to encourage men to buy their product. In fact, it backfired, bringing in less than 5,000 likes on their YouTube video compared to 35,000 dislikes as of 12:30 p.m. Eastern on Tuesday.
The ad is so over-the-top to some women, too, that they’re firing back on Twitter:
And it appears to be driving many customers to alternatives like the Dollar Shave Club. The Dollar Shave Club, which has seen huge success despite being a relative newcomer to the razor market, acknowledged the new business with a tweet: “Welcome to the Club.”
Many men expressed their distaste with Gillette’s approach on Twitter: