Gillette ad shows the changing standards for being a male hero?
I recounted my Costco conversation (see yesterday’s post) about the Gillette ad on Facebook. A cousin in her 20s responded
As someone with a daughter you should be happy about this. The whole purpose of this ad is to show men they can be kind and loving. Which I know you want for Greta. It’s shedding the awful stigmas that have been pushed onto men.
To me the ad was absurd. The situations in which the men found themselves entailed no personal risk and no consequences for action versus inaction. One young man says “not cool” to a same-age friend who is considering pursuing an attractive young woman on the street (maybe “it might be expensive” would be more effective?). A full-sized adult male separates two young boys who are wrestling/fighting on the grass. Shoveling the front walk after the weekend’s snowstorm is more challenging than what any of the guys in the video are doing.
What kind of conduct was valorized when I was this cousin’s age? Roger Olian and Lenny Skutnik were warm and dry prior to deciding to dive into the icy Potomac River to save people from Air Florida 90. They took a huge risk that was in no way related to their jobs or responsibilities. Nobody would have criticized Olian from staying in his warm truck or Skutnik for staying in his warm coat and boots on the shore. That’s not “the best a man can be” anymore, though!
The Thai cave rescue presented a similar situation in 2018. The “over 100 divers” (were they all men?) who went in would not have been criticized for staying home, right? Saman Kunan, a former Thai Navy SEAL who died, was “working in security at the Suvarnabhumi Airport when he volunteered to assist the cave rescue.” Surely at least one of those 100+ divers identifies as a man and is (or “identifies as”?) a Gillette customer. Yet to resonate with young consumers, Gillette decided that men dealing with children on grass was more powerful than men leaving their cozy homes, flying to Thailand, and pulling children out of miles of flooded cave.
I wonder if the debate about the Gillette ad is actually a debate between generations. My young cousin had a completely different impression than I did. So Gillette wasn’t clueless. They just don’t care about older customers who are stuck with a 1970s/1980s concept of achievement.
Related:
- Dorco Pace 7, the Korean-made shaving system for the non-woke and/or elderly