Rodney [Senior at Des Moines Hoover High School]: Gillette's toxic masculinity commercial is exactly the commercial needed for this day in age. As a comment on social media says, “If you’re threatened by a razor commercial asking you to be a better man, you don't need a new shaver, you need new standards.” I agree with that statement. The commercial does a great job talking about a rough and sensitive topic. However, I believe some feelings were hurt. The backlash they are getting is more than necessary because it opens the door for decisions and important conversations, not only for the men of today, but also for future men. Another response I read said, “There is no such thing as toxic masculinity, but rather a tragic lack of masculine influences.” If this is what a man truly believes then the commercial still wouldn't be wrong because it's touching the tip of the subject. I believe the men who feel marginalized, accused and criticized are very much a part of the problem. Something like this, even on the receiving side, should make you feel empowered, encouraged, and uplifted to do better. Because even Gillette knows that’s not the best a man can get. Yahriel [Senior at West Des Moines Valley High School]: As Gillette's famous slogan goes,”The best a man can get,” this commercial examined ways in which this message may have been perpetuated negatively in its relation to the reinforcement of toxic masculinity. The ad exposed certain ways that our culture has been oppressive to women such as mansplaining, sexual harassment (catcalling and objectification), and the enforcement of violence in our society. Then, as the commercial shifted it’s attention to the Me Too Movement, the ad showed how our society became more aware of the situation and started to take action. Men like Terry Crews encouraged engagement of men. And like the ad said, “There’s no going back.” We believe in men is the central theme of the commercial, given this new climate of men and women. What also made this ad very powerful is the fact that they provided many examples on how to dismantle the patriarchy by calling out behavior, discouraging violence, and teaching the new generation to be more equitable. “But some is not enough.” Gillette made a huge stride this year, creating a powerful advertisement to raise awareness for a big issue, knowing that they will possibly sacrifice profits and other business opportunities. A much-needed action to teach the new generation because, “The boys watching today, will be the men of tomorrow.” Alex [Senior at Des Moines Lincoln High School]: Gillette made a very bold step forward with their new ad “We Believe: The Best Men Can Be”. Gillette has shown that toxic masculinity is becoming an issue too common in this day in age. Men must become better and instead use healthy masculinity. There are men who agreed with this ad, but there are way more who disagreed with it. There are about 700,000 likes and almost double in dislikes on social media. Men are taking offense to Gillette trying to take a stand on a social justice issue that is very relevant. In my opinion, the men who are responding negatively to this ad are ignorant. By disliking the video and commenting about switching to another brand, they are saying that toxic masculinity is not a big issue and it is not their problem. Toxic masculinity is everyone’s problem. Some of these men who dislike the ad may be toxic or they may be bystanders saying, “I don’t do it, so this ad is misrepresenting me.” For example, the part in the ad where the man stops the other man from catcalling the woman by stopping him and saying, “not cool, not cool”. This is something most men would not do and instead watch it happen. Bystanding is not direct toxic masculinity, but it is saying toxic masculinity is okay. James [Senior at West Des Moines Valley High School]: Gillette’s vision of “The Best A Man Can Get” has persisted over thirty years to reflect standards that many men strive for themselves. Yet, in evaluating the culture of men today, Gillette has appropriately identified that men are not “at their best” in a period of masculinity that has pigeonholed men to act certain ways, say certain things, and believe specific ideas. These norms have manifested themselves in a societal culture of misogyny, where toxic behaviors thrive. Thus, when Gillette released their new campaign, The Best Men Can Be, it gave agency and ownership to men. No longer should men focus on the best that they can “get,” but rather the best that they can be. In today’s society, we need men to be open and accountable to their actions or mistakes. Gillette’s ad follows toxic behaviors of men, from bullying to roughhousing to mansplaining and catcalling, that contribute to men’s unhealthy attitudes of women and of themselves. However, the Gillette ad also acknowledges the change that is beginning to shape our society—movements like #MeToo and growing activism towards gender violence and discrimination. It shows how our society can begin taking steps forward, from intervening against catcallers to breaking up fights. Gillette’s ad ends by making a call to action to all men by claiming, “It’s only by challenging ourselves to do more, that we can get closer to our best.” Our society must continue to change, and Gillette’s ad is one piece of a much larger movement that will continue to grow. Nathan [Freshman at Johnston High School]: Gillette released a short film, “We Believe: The Best Men Can Be” that conveyed the message of putting an end to toxic masculinity and acknowledging the accountability that is necessary. The response that was received from viewers was predominantly negative. One of the comments that were left on social media was “I'm confused!!! Is Gillette a fortune 500 Company that sells toiletries or a Social Justice Enterprise?” This is clearly conveying a negative connotation from the viewers. The viewers of this ad were very vocal with their opinion that Gillette had no place in releasing this ad. Gillette’s ad features the acknowledgement of men’s toxic behavior to make to sure to bring awareness to this topic in hopes for it to have a positive impact on the viewers, however it was counteracted. Several viewers went against this ad due to the controversial topic. With Gillette’s slogan being, “The best a man can be,” I do believe this was a good strategic method of acknowledging such a controversial topic. The ad had the conflict, which was the men contributing to toxic masculinity and inappropriate behaviors. The ad also had someone resolving the conflict/ending the conflict. The comments on this video are still making atrocious claims such as “third wave feminists” and “never buying Gillette ever again” due to the company attempting to make a change in society and bring awareness to this sugarcoated topic. The objectification scenes in this ad are shown as comical and humorous, but they all have a deeper meaning. It’s unfathomable that these people are really declining such an influential acknowledgment. By James Meng, Yahriel Salinas-Reyes, Alex Song, Rodney Washington-Norris, and Nathan Ung of Monsoon’s Violence Prevention Program. This document was supported by a grant by RALIANCE, a collaborative initiative to end sexual violence in one generation, made possible through a commitment from the National Football League (NFL). Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the NFL.
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