Over the past four years, liberals have launched an all-out war on masculinity, going so far as to declare it to be “toxic.” This week, the traditionally male-focused brand of Gillette shocked everyone by submitting to feminists with a new ad in which they blasted traditionally male characteristics. Unfortunately for the company, however, this has quickly come back to bite them in a big way.
Fox News reported that Gillette’s “We Believe” campaign aims to fight “toxic masculinity,” with a press release from the brand saying that the commercial begins with “a compilation of actions commonly associated with “toxic masculinity.” These actions include cyberbullying, mansplaining, and men laughing at misogynistic television shows.
The ad goes on to urge men to call each other out when one of them exhibits characteristics of “toxic masculinity.”
“We believe in the best in men,” the narrator states. “To say the right thing, to act the right way. Some already are. But some is not enough. Because the boys watching today will be the men of tomorrow.”
Pahjak Bhalla, Gillette’s brand manager, defended the ad as something that he felt his company needed to do.
“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” he said in a statement. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse.”
The ad was particularly disappointing given the fact that Gillette has always been a brand that celebrates men being men. If women can celebrate their feminine attributes, why can’t men be free to celebrate what it is to be masculine?
We sadly live in a time today where reverse sexism has made it so that men are forced to feel ashamed about displaying any of their naturally male characteristics. Feminists have taken their movement so far that instead of women being equal to men, those who display feminine characteristics are now seen as superior to masculine males.
Unfortunately for Gillette, the ad has already backfired on them. The commercial has been up on youtube for just two days, yet it has already garnered a whopping 335,000 dislikes compared to just 78,000 likes. Social media users have widely blasted the ad, calling Gillette out for attacking men:
The #Gillette commercial is the product of mainstream radicalized feminism— & emblematic of Cultural Marxism.
STOP ?PERVERTING?MASCULINITY.
LET LITTLE BOYS WRESTLE.
Despite what Lena Dunham tells you, women are not into beta males & men are not into chicks w/ armpit hair.
— Candace Owens (@RealCandaceO) January 15, 2019
“Get woke, go broke.” @Gillette might be next to suffer that fate, after video by female director Kim Gehrig, depicting oafish male behavior and lecturing men on toxic masculinity. Time to sell my @ProcterGamble stock? Why don’t they sell soap-not their soap box?
— Gov. Mike Huckabee (@GovMikeHuckabee) January 15, 2019
I have always used #Gillette but I will not be buying and using your product. #BoycottGillette https://t.co/ZU3TAvNUt0
— Jason White (@JasonCDN88) January 14, 2019
Sorry Gillette, but men are not bullies. Bullies are bullies. Men are men. Enough blaming all men for the actions of some. #BoycottGillette
— Dave Sena (@DaveSena39) January 14, 2019
#BoycottGillette because implying that masculinity ever was about condoning rape is disgusting. Because they think men are born evil by default and must be taught not to be evil.
— Lucky James (@TheLuckyJames) January 14, 2019
If liberals really want both genders to be treated equally, they need to stop condemning masculinity. We should be encouraging people to be who they are, regardless of whether they are masculine or feminine. In the end, being masculine is no more toxic than being feminine!