P&G Challenges Men to Shave Their ‘Toxic Masculinity’ in Gillette Ad
The ad, dubbed “We Believe,” opens with audio of news about the current #MeToo movement, bullying and “toxic masculinity.” A narrator then goes on to dispute the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”
But the ad could backfire and alienate Gillette’s base, Mr. Crutchfield cautioned. “Does the customer want to be told they’re a naughty boy? Are you asking too much of your consumer to be having this conversation with them?”
Brands diving into charged social issues risk turning off customers who don’t agree with their stance, don’t believe it is authentic or consider it poorly handled....