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Commercial by Gillette Proves the #MeToo Movement Went Too Far

Gillette recently shared a short film that served as an advertisement for their brand. It positioned men as being brutes who can’t keep it in their pants at first, but then it begs the question of whether that type of behavior is what makes a man.

After showing men as bullies and brutes, the commercial then shows the more gentle side of what a man should be like in the brand’s opinion.

Men are supporting one another, being loving and understanding with women, they uphold and show compassion to children…they do everything but pick flowers in the commercial and skip down the beach. Needless to say, this created a huge problem with men all over the world.

Men who viewed the commercial online did not hide their hatred for the ad and they made their anger known through social media. Comments came from the left and right from men who were offended that the Gillette brand would dare attempt to take away their masculinity by showing them as puffballs who needed a razor company to tell them to be more “humane” by being more sensitive.

The company didn’t change their position upon receiving all of the angry comments, either. They continued to stand by their belief that men should be more sensitive to women in order to be considered a “real” man in life.

This leads to the question of how men perceive themselves after the #MeToo movement. Some men are currently acting as if they are determined to be even more scummy as a way of rebelling against the #MeToo movement and its ability to throw men into a frenzy of fear.

Women are laughing their heads off about the fact that the #MeToo movement has men rethinking their position of what it means to be a “man” by today’s standards. This is interesting because it has men divided on their own interpretation of their personal makeup as an individual.

Some men want to become more bullish to prove they are unaffected by the #MeToo scare, and others are attempting to run toward the light of sensitivity to prove they got the message. Either way, the Gillette commercial did an excellent job of revealing just how separate men are regarding their understanding of what makes them the men that they are. Wow. The #MeToo movement really did a number on men.

If men are offended by the Gillette commercial because it makes them appear too soft, then one can ask the question of why being soft is a bad thing to some men?

Additionally, one could ask the question of why being sensitive to women and their needs is a bad thing? It’s almost as if men are ignoring the fact that the #MeToo movement was about sexual abuse…not just about being an insensitive asshole.

Maybe it’s time for a #WeToo movement that will encompass both men and women who are interested in coming together for the benefit of bridging the gap of communication with one another. It’s time for men to stop looking at women as the enemy—or the mountain to be conquered—just as it’s time for women to stop looking at men as emotionless apes who just can’t think past their genitals.

It can be done. It will just require a bit of compassion from both sides.

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About Audra L.

Audra L. is an author, columnist and community activist who's dedicated to finding truth through research and effective communication. She received her degree in Public Policy and teaches Community Development, Public Speaking and Communications Law to youth throughout the nation. She is the recipient of over 23 awards and honors for her commitment to community outreach initiatives.

2 comments

  1. Its really quite simple: STOP BUYING Gillette and P&G products. There are MANY, MANY good (or better and CHEAPER) alternatives! We need not put up with SANCTIMONIOUS LECTURES by these self-serving PUSSIES!

  2. Why not stay with developing a better razor and leave the development of people’s minds to those who truly are educated to do so?
    I am approaching 72 years of age and I find human nature extremely interesting and have read more than a thousand books on the topic and give presentations at local libraries on the topic, and I find it disrespectful for these self-appointed geniuses in politics and industry to tell us “what” to think and “how” to live.
    I will no longer us their product, and I hope they learn from this.

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