Gillette, the razor company, released a new television ad this week that has generated lots of controversy. The ad isn’t another version of the shirtless man, gazing into a mirror, face covered in lather, as he shaves himself fresh and handsome for the day ahead, to the old jingle “The best a man can get.”
This ad adopts a radically different approach. There is no shirtless man in front of a mirror. Instead, through a series of different scenes, it provokes viewers to take on issues including sexual harassment, inappropriate behaviour and toxic masculinity, praising those who’ve abandoned “the same old excuses” for such behaviour in the past.
It is Gillette’s response to the #MeToo movement, which has encouraged women to speak out against sexual exploitation in a way they never had before.
Instead of “The best a man can get” line, the new ad challenges, “Is this the best a man can get?” The ad encourages its audience to reflect on what masculinity means, and how a man should see himself.
Many viewers were thrilled with its message of tolerance and respect. But others were outraged by what they saw as another example of political correctness gone mad. They claimed, in the words of Piers Morgan, that the ad is stating that men are bad and masculinity is a bad thing, that it is a shameless exercise in man-shaming and emasculating men.
But what I saw is a beautiful ad with a powerful message. It’s not attacking men or masculinity. It’s attacking toxic behaviour, the kind that leads to intimidation and violence, and women being afraid to be out alone at night. It’s challenging the kind of behaviour nobody – male or female – should engage in.
It’s extraordinary how so many people managed to get offended by the ad. And how the outrage came from the same predictable sources – the right-wing, the traditionalists, the Jordan Peterson fans, the Trumpsters, those who see liberal conspiracies everywhere.
Look at the ad and see if you’re offended. And if you are, then ask yourself why.
It reminds us to think about how we see and relate to each other. How we touch others can be positive or negative. It can build up or knock down; be constructive or destructive, life-enhancing or life-diminishing.
It reminds us that we can touch someone with a warm hug or we can touch them with a slap or a beating. “The verbal, physical, and sexual violence that women endure in some marriages contradicts the very nature of the conjugal union,” Pope Francis writes in The Joy of Love. And, of course, this doesn’t just happen within marriage.
It reminds us that we can touch someone with a word of encouragement or acceptance or love. Or we can touch someone with a word of contempt or anger or abuse. Bullying in schools and the workplace is a major problem, made worse by social media such as Facebook and Twitter. And we know what bullying can do.
The Gillette ad is a statement about Christian values of love and respect.
Why should anyone be outraged about that?