Wow. Gillette sure hit the viral jackpot with their new We Believe: The Best Men Can Be, commercial (this is the same video link that is on the front page). And by viral, I don’t only mean “good” because there seems to be about twice as much pushback and rage than positivity. I mean, Piers Morgan really hated it (which, probably means it can't be all bad, right?)
That being said it’s generally drawing overwhelming critical praise from social media, lots of news sites and … well, critics. But that was day one. By day two, pushback began and now it appears to be drawing a lot of negative feedback from a- (I’m going to take a shot in the dark here and say … ) predominantly male crowd of internet folks.
You should take two minutes to watch the video.
So, what’s the big deal?
Well, for starters, Gillette’s short film, “We Believe...,” focuses heavily on three hot button topics - toxic masculinity, sexual harassment and the #metoo movement. Of course, they probably shouldn’t be hot button topics but, they are. More on that in a bit.
Anyway, like millions of other folks, I watched the video. And it’s fine. I don’t think it’s great, but it’s a fine commercial with a fine message about life. It’s a bit heavy handed. Okay, it’s a lot heavy handed as it shows overwhelmingly negative situations as men stand by ignoring or actively participating in - confronting bullying (or not), stepping in when women are harassed (or not), actively reinforcing sexist stereotypes and actually noticing that women are not objects.
These are all fair and fine points. In general.
I mean, the video basically has a "controversial" view that asks men to notice more and behave better-in some situations. I literally, can’t think of anything controversial about that.
BUT - before you rage clench and say, “This article is a Libtard Safe Zone Hit Piece against men, ain’t it? I am so OUT of here!”
Hold up! Slow down!
I am not saying the commercial is - genuine! Far from it! I am saying it’s a fine commercial that, in a slightly heavy handed way, does a nice job of communicating a message about life. And, perhaps, there are some men who could learn a thing or two within said message.
That being said.
Gillette is a company. A huge company. And it wants to make money. And, as someone who worked freelance film, TV and video, on and off, for twenty years, I can guarantee you that this is how said video was produced:
First. Gillette hired a marketing company. Then, said marketing company did test research on how best to market the Gillette brand and explored controversial and non-controversial topics.
Then: Multiple scripts were written. Some about gender equality. Some about ZZ Top using Gillette’s to shave their beards on TV. Some comedy. Some drama. Some with monkeys. Some with dogs. Etc, etc.
Then: Gillette narrowed the scripts down to a handful but “needed more research.” And so their marketing company took all the approved scripts and produced them, shot them, cut them together and ... showed them to test groups!
And test groups freaked out over the gender equality commercials - “Too political!” (They said).
And test groups loved the commercials with the dogs. And the monkeys! “Dogs and monkeys are cute!” (They said).
And test groups were indifferent to a whole bunch of other commercials. "Meh!" (They said).
Then: The marketing company went back to Gillette and said, “Look, people love the dogs and the monkeys (who doesn’t). BUT … controversy equals huge hits. And huge hits on the internet always, always, always turn into dollar signs. And the most controversial commercial we have for you is this, kind of, #metoo commercial about toxic masculinity.
Then: Gillette, decides to go with the “controversial” commercial. Not because they necessarily believe in the message (although, they might) but because it gives them the most chance to generate the most hits, the most viral awareness, the most likes and the most internet rage (which turns into more hits). Which is all an artificial way a marketing company can force a Trend Up and manipulate folks into watching a video therefore giving it a high percentage chance of going viral.
Which brings fist fulls of $$ to their client, in this case - Gillette.
And so far it’s worked.
Now, to be honest - what I’ve just described is nothing new. It’s, generally, the same principle of how ad men worked in the 50’s, the 60’s, the 70’s and so on and so forth. It’s advertising. As quoted in Fight Club:
“Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need. We're the middle children of history, man. No purpose or place. We have no Great War. No Great Depression. Our Great War's a spiritual war... our Great Depression is our lives. We've all been raised on television to believe that one day we'd all be millionaires, and movie gods, and rock stars. But we won't. And we're slowly learning that fact. And we're very, very pissed off. ”
Except, too many people have not learned "that fact." Too many people believe that altruism begins at the top of the company and works its way down, thus producing the “We Believe…” short film for the common good of all humankind!
But it doesn’t work that way. It’s all about the $$.
Finally, as the general principle of the video goes, I agree with it all. Maybe you don’t. That’s fine. But I believe that many men should be more aware of a lot of things they are doing and saying. It doesn’t matter if you think “not all men need such a lesson!”
Yes, it’s obviously true that not all men need all lessons about all things in relation to gender equality & toxic masculinity. We all know that. Stop saying something as statistically obvious as #notallmen. You know why? Because too many of them - do need these very lessons.
So, despite the growing internet rage, Gillette's "We Believe…” commercial is a very effective, very poignant short film about (potentially) valuable life lessons.
And, sure, maybe it’s all a marketing scam, maybe we shouldn’t trust every single thing we agree with on the internet. Maybe, by the way, I’m wrong and maybe the top brass at Gillette is 100% behind this campaign for only socially aware and altruistic reasons.
Well … maybe.
But, I doubt it.