Monday, I blogged about Gillette’s new ad which used the  30 year birthday of their slogan “the best a man can get” to shame all decent men for the actions of sleaze bags.

The ad campaign is premised on men not being “at their best” and having loads of work to do to satisfy the toxic feminism that’s weaseled its way into the current culture.

And you would know that the campaign is the brainchild of a woman whose past ad campaigns include an homage to female genitalia and menstruation blood. Shocking, I know.

The Daily Mail has more:

The director behind Gillette’s controversial new ad is a woman whose past work includes an ode to female genitals and a short film that explores ‘toxic masculinity’ featuring a protagonist whose life crumbles when he becomes addicted to steroids.

The Gillette ad, called ‘We Believe: The Best Men Can Be’, takes aim at bullying and sexual harassment and has been viewed more than four million times on YouTube around the world, although it is only being shown fully in the U.S.

But while it has amassed 85,000 likes, it has also racked up 347,000 dislikes with some of the 98,657 comments below accusing it of being ‘anti-male and anti-white’ and of ‘spreading pure propaganda and indoctrination.’

Kim Gehrig, the director of the new ad, is an Australian mother-of-two who lives in London, England, and has a lengthy history of taking aim at social ills through her work.

The commission for Gehrig was itself consciously social activism on the part of P&G, who found her through Free the Bid, a non-profit which tries to raise the profile of female and non-white advertising directors.

Somesuch’s portfolio shows that it shares Gehrig’s socially active approach, with notable campaigns that include Audi’s feminist 2017 Super Bowl commercial and an ad for feminine hygiene brand Libresse – which is sold as Bodyform in the UK – that offered a no-holds barred look at menstruation – including shots of blood and period sex.

Gillette has said it stands by the new campaign, which was informed by a survey in which it asked people across the U.S. what a man ‘at his best’ looks like.

According to the study, the most positive traits were honesty, moral integrity, being hard-working and being respectful to others.

The survey appears to have proved informative for Gehrig, whose film shows men stepping in to stop others harassing women on the street and breaking up fights.

‘We’re in a moment where these conversations about male behavior are becoming incredibly polarizing and they’re met with all kinds of outrage,’ Rachel Giese, the Toronto-based author of Boys: What It Means To Become A Man, told

‘Even the most reasonable conversations are met with a great deal of fear and backlash and outrage. So I’m not surprised [about the backlash] because of that.

Tell all men they’re responsible for the sexism and chauvinism of a few and step on a self-righteous pedestal when the backlash ensues, that’s about pitch perfect for what passes as modern feminism.

Doubling down on Monday’s post:

No one asked Gillette to step up and be another megaphone for insecure, Daddy-issue-laden, developmentally stunted women, and yet…

Gillette’s apology campaign is not progressive or edgy or even bold. It’s ignorant, juvenile, and quite frankly, disappointing.

Have these women ever talked to a man before? Because I’ve been married long enough to know telling men they’re awful is not supportive. It’s not helpful. Nor does it change any hearts nor minds. But it’s a great way to get them to completely tune you out.

That’s not something I’d expect apostles of toxic feminism to understand though as it would require them considering someone else’s life experience other than their own.

Gillette had an opportunity to praise men doing wonderful things, acting as role models, men “being the best they can be.” Instead, they opted for sanctimonious condescension.


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