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likeupliftingfunny
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I hate it for the same reason I hate the Pizza Hut “lines” ad and the Kendall Jenner Pepsi ad: i think it’s pandering, manipulative, gross and deeply cynical to hitch your brand to an unrelated social cause just to sell stuff, especially a cause your product doesn’t help solve. When Nike did it, the cause directly related to their athletes, exemplified their “just do it” brand spirit and they supported Kap for two years before publicizing it. It was sincere and earned, not an empty gesture. This just says “toxic masculinity is bad”, which is the ad equivalent of a dude telling you he’s a feminist too to sleep with you, which is toxic. Nakedly using a social cause to sell stuff is as gross and manipulative as the incel edgelords this ad pissed off. People are calling it “brave” because it backfired so wildly, but I guarantee Gillette wouldn’t have touched it if they knew this was possible. Nike knew Kap would be radioactive and still did it. There’s a difference.

likesmart

Help me understand what movement Gillette supported that is equivalent to Dove supporting a "fat acceptance movement"

J U S T A N O T H E R A D . Not even a good one. So, please stop hyping it like it is THE ad. Completely agree that they are obviously trying too hard. I can imagine that strategist out there jerking of on his “masterpiece”. Yes strategist. Coz i don’t see any creative part in it. Do you? For those who have “haters gonna hate” attitude. I‘ve only one thing to say. Either you start using your brain and have an opinion or you can keep liking every piece of **** out there that says “Be like this and don’t be like that”.

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Thanks for sharing this—can’t believe I missed it when it came out. To the critics’ point, this is a better ad. It feels less rushed and its execution is pretty darn perfect. But it’s also amazing at simply and humanely taking on a zeitgeist topic that is nuanced and difficult. It’s hard enough to talk about Me Too and toxic masculinity. They resist shmaltzy, easy statements. And unfortunately for us, easy statements like “men can be better” are too easy for people to willfully misinterpret or get offended at. I love the reflective position this spot takes. Being a man is hard. Being a woman is hard. Try to be the best you can, though.

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Good concept, weird execution. A little award-baity for me

likesmarthelpful

Agree.

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New take: Now that I’ve observed how much this ad is pissing off conservative vipers that I loathe, I have decided I love it. May not sell a lot of razors, but it’s fun to watch these guys lose their shit.

likefunnyuplifting

“Toxic masculinity makes men keep quiet about their emotions. Oh, and men, keep quiet about your emotions right now - we don’t care” 😂

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Current wondering: how many of the above respondents are men, and if anyone has considered that women make most purchasing decisions for the household, and perhaps maybe women love the approach and spot?

likesmartfunny

I am a man. I buy my own razors, despite being married. And I will continue to use my Gillette

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Seeing a similar arc to Nike. Huge backlash at first now transitioning to positive coverage. It’s getting millions of people talking globally, for a fucking razor ad that’s a win. The most impactful work Gillette has ever done, regardless of how well / not well we feel it was executed

likeuplifting

Love it. It's honestly the only way the brand could go if they want to stay relevant with the cultural shift happening right now.

likefunny

OLD MAN YELLS AT CLOUD

likefunny

Love this message and campaign but they still take part in the Pink Tax..... So it's hard for me to take this as a serious internal movement and actual revolution and more just a flashy topical ad built to drum up good feelings and social conversation.

likesmart

It’s a good point to raise, but it’s not “paying more for perceived value” if the primary difference is gender as expressed through color and packaging; the marketing psychology/angle is then gender norms, not added perceived value. Totally agree with your recommendation to just buy men’s razors (which I personally do). But the fact that the company takes that approach to begin with (and upcharges the historically oppressed sex) is what bothers. And thanks to those of you in this thread who are arguing good points and making me think.

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A little over produced and felt like they’re trying too hard to be relevant. But good on them for trying, nice twist on their own line too.

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Yes this

The problem with this ad is that the vast majority of men are decent people and treat women with respect. There are a few bad apples, who I’m happy are finally being dealt with. But to finger wag at an entire sex? It all comes off as fake woke BS. Tell my why your razor is better than Dollar Shave Club, don’t lecture me.

likefunnysmart

‘Vast majority of men are decent people and treat women with respect’ ... are you sure about that?

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It doesn’t matter if we like or not, the free pr/impressions/awareness is what matters and in that respect they did a good job

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Gillette have an awareness issue from younger buyers who consider subscription products like Harry’s or Dollar Shave over their Dad’s brand, but I’m not sure going full Pepsi Ad is going to help matters

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There was a good strategy in here somewhere, but they fumbled the execution and totally blew it with the intended audience. Guessing it’s not gonna sell a lot of razors. Be careful with that brand purpose stuff, guys!

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@FCB1 @SD1 Only thing as a woman is that Gillette charges more for “women’s” Razors than men’s (it’s literally the same thing), otherwise known as the pink tax and it’s sexist as hell. Dig the new ad but their practices aren’t 100% there yet.

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Its good

likefunnyhelpful

Awful. I worked on it early. Social justice nonsense written by beta males and dog moms. Boys will be boys. Long live patriarchy. ¡Adios gringos!

likefunnyuplifting

FWIW “dog moms” made me lol

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@Copywriter 2, I don’t think it’s about which men are “decent” and which men aren’t. It’s about systemic, ingrained notions of masculinity that exist everywhere in our society. Stuff like interrupting women (especially WOCs), expecting women to do most of the housework and not holding men accountable are something even the ‘decent’ men do. I actually liked the ad because it sparks worthwhile conversation, which I think ads are supposed to do.

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Their biggest challenge in years is direct brands based on price and value. It’s a good strategy to use the muscle they’ve earned for years and in a relevant way

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Awful. A smarmy lecture with bad casting and terrible performances. The script sucks and the filmmaking looks like stock. You can certainly do something cool with that brief but they whiffed at every turn.

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💁‍♀️

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funnylike

Meh...good concept executed like a pitch video. Too preachy. But good effort.

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Put this back in the jar please. We don’t need another one.

likefunny

Go outside the comfortable advertising bubble and this doesn’t work. We can’t keep making advertising that works for us and our clients. Maybe try understanding the mood of real people?

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Maybe the 90% disapproval rating on YouTube?

likefunnysmart

Jeez. What a bunch of negative assholes. Post your latest if it made a statement as this intends to do. I say we congratulate a brand willing to say something beyond “new this or introducing that” because that’s the type of work we all say we strive for but then here we are shutting it down when it’s not perfect in our eyes

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Simon Cowell isn't allowed to judge singers because he doesn't have a 7 octave range.

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