After three decades of praising Gillette razors as alpha males, Procter & Gamble is moving closer to an ad where the consumer goods company jumps into the cultural battles with both feet.
A play on his 30-year-old slogan "The Best A Man Can Get," Gillette's new campaign, "The Best Men Can Be," features a nearly two-minute ad in which men intervene to end battles between boys and others of their sex abuse women in public to say sexually inappropriate things.
There are many "thematic, ideological, cultural trademarks" of advertisements, but Gillette's advertising is uncommon as messaging is direct, Robert Kozinets, marketing and consumer culture researcher The Annenberg School of Communication and Journalism, University of Southern California told CBS MoneyWatch.
Gillette said in a press release announcing the campaign that the company has a "responsibility to ensure that we promote positive, attainable, inclusive and healthy versions of what it means to be a man." Gillette said he should donate $ 1 million to a charitable organization for the next three years to help men "achieve their personal best." The boy and girl club of America will be the first recipient, according to Adweek.
As with Nike's controversial advertising campaign calls for a boycott of its products.Gillette's "The Best Men Can Be" campaign inspired social media and
The British TV personality Piers Morgan was one of the more well-known objections to the ad, "this absurd, virtuous PC Guff can lead me to a business that less attracts the currently miserable world of masculinity."
Christina Sommers, a scientist at the right-wing American Enterprise Institute, accepted Twitter to beat both the ad and a prominent liberal arts college in Ohio.
The video's YouTube page published on Sunday had 343,000 aversions and 83,000 likes.
It remains to be seen, however, whether this negative impact will impact the revenues of a conglomerate that generated $ 66.8 billion in revenue in 2018. Gillette does not have to worry too much as the stock market and sales of Nike in the September campaign with Kaepernick.
Kozinets agreed and said even negative reviews can be beneficial to the interest.
"Given the fact that most advertising is ignored, or boring features like shaving cream that softens your skin by 17 percent, it's already a win for P & G," he said.