Popular razor blade company Gillette has once again turned to social engineering to promote its brand.
Gillette’s newest ad features an older man showing a very masculine-looking youth, who is in fact female, how to shave her face.
Speaking in a slightly gravelly, classically male voice, the African-Canadian protagonist says, “Growing up, I was always trying to figure out what kind of man I wanted to become, and I’m still trying to figure out what kind of man that I want to become.”
This is the second of recent Gillette ads dedicated to beaming radically different ideas about masculinity into American homes. Earlier this year, Gillette released an ad lambasting men for “toxic masculinity.” While showing unpleasant stereotypes about male behavior, it asked, “Is this the best a man can be?”
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Ask Gillette to remove their most recent ad and reconsider their biased ad strategy.
