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P & G urges men to shave their toxic masculinity in Gillette Ad



Gillette Addresses New # MeToo Movement in a New Men's Campaign for Digital Advertising Campaigns on "Toxic Masculinity", the latest news from an advertiser trying to change social norms. A narrator then denies the idea that "boys will be boys" and asked, "Is that the best a man can get?" Is it? We can not hide from it. It's been way too long. We can not laugh at it and make the same old excuses.

The ad takes a new turn for the 30-year-old slogan of The Best A Man Can Get and urges men to take positive action, such as preventing other men and the next generation from harassing women.

The ad is hosted on Gillette's YouTube site with paid digital and social support.

Gillette parent

Procter & Gamble
Co.

is one of the companies that has used advertising as a platform in recent years to promote their views on social issues such as gender equality and polarizing political issues such as immigration and arms control. P & G is perhaps best known for its acclaimed ad campaign "Like a Girl" for the women's beauty brand Always and the "stress test" for the deodorant brand Secret.

The latest ad created by Gillette's Gray advertising agency is one of the first to appeal to the #Metoo movement and tell men to change their behavior.

"This is an important conversation that is taking place and as a company that encourages men to be their best, we feel compelled to address it and accept our own action," said Pankaj Bhalla, Gillette Brand Director for North America , in an e-mail. "We take a realistic look at what is happening today and we want to make changes by recognizing that the old adage" Boys Will Be Boys "is no excuse. We want to maintain a higher standard and hope that all the men we serve will join us on this journey to find our "best" together. "

" It's a risky move, "said Dean Crutchfield, CEO of branding firm Crutchfield + Partner," creating a credible, credible and open conversation that demands brutal honesty and hard decisions, "he said. Gillette has to turn to millennials who are interested in what companies stand for, he said, "for this purpose, the intention is for brands to tackle difficult issues at the moment."

But the ad could back down and "If the customer finds out he's a naughty boy, does he ask too much of your consumers to have this conversation with them?"

Brands that deal with social issues , risking the rejection of clients who disagree with their attitude, do not consider them to be authentic or considered bad.

Nike
s

The ad, featuring former NFL quarterback Colin Kaepernick, who led racial justice protests in front of players during national anthem celebrations, has been widely praised (though criticized by others). But a 201

7 ad in which Kendall Jenner attends a protest march and hands over a Pepsi to a police officer was accused of trivializing the Black Lives Matter movement.

"It's about the execution," Crutchfield said. "Brands sometimes stretch too fine and they snap."

Write to Alexandra Bruell at [email protected]


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