«Breaking News» Baby boomer men HATED the #MeToo-inspired Gillette ad but the majority of younger men embraced it

The bitter backlash against the Gillette shaving brand after it released an ad taking on bullying, sexism, and sexual harassment appears to fall along generational lines.

Baby boomers, men roughly between their 50s and 70s, took the most offense at the commercial with almost two-thirds rejecting it. Gen X, those between the late 30s and about 50, were the exact opposite, according to a Harris Poll.

Among younger generations, 57 percent of Millennials and Gen Z men, were also more likely to consider buying Gillette products following the ad. 

The Procter & Gamble Co.-owned, 117-year-old shaving brand has struggled with appealing to younger male consumers with losing ground to online competition, according to Bloomberg, while critics of the new campaign slammed it as an insult to its own user base. 

Gillette has had difficulty reaching out 

Gillette's new ad takes on 'toxic masculinity,' including bullying, sexism, and sexual harassment, messaging that does not appear to be embraced by Baby Boomers

'We knew this film might be polarizing,' a spokeswoman for Procter & Gamble said. 'Conversations on these profound social issues can be difficult for all sides but we believe they are important and that, by sparking the discussion, we can play a part in creating meaningful and positive change.' 

The polling data shows that with more than 60 percent of Millennial and Gen Z consumers, and more than half of Gen X, feeling positive about businesses expressing a socially responsible viewpoint, brands are becoming bolder about taking overt political stances.

The advertisement has been viewed more than 70 million times across Gillette's social media channels.

It places a new spin on the slogan 'The Best A Man Can Get' by putting the responsibility on men to change by 'dog whistling to a younger demographic' according to Jess Weiner, CEO of Talk to Jess, a marketing and advertising consulting firm.

One man stops another from catcalling a woman as she walks past in the recent Gillette Ad

The commercial titled 'We Believe,' depicts a group of bullies chasing a boy through a movie screen showing a vintage Gillette ad as part of its rebuke of 'toxic masculinity'

'Gillette is an iconic brand but it's probably your dad's or your granddad's brand,' added Weiner. 'They were intentionally taking on a topic that is in the zeitgeist for millennial audiences right now.' 

The commercial was directed by Kim Gehrig who was chosen through Procter & Gamble's partnership with Free the Bid, a program advocating for more women directors on ads.

The controversial ad ends with a voiceover that states having just some men step in 'is not enough because the boys watching today will be the men of tomorrow.' 

Gillette is part of Procter & Gamble's Shave Care business, making up 8 percent of global net sales, Bloomberg reports, and the impact on its business won't become apparent until Procter & Gamble releases third-quarter earnings in April.

Instead of saying 'boys will be boys,' a dad stops his son from fighting with another little boy 

 

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Main photo article The bitter backlash against the Gillette shaving brand after it released an ad taking on bullying, sexism, and sexual harassment appears to fall along generational lines.
Baby boomers, men roughly between their 50s and 70s, took the most offense at the commercial with almost two-thirds rejecting ...

It humours me when people write former king of pop, cos if hes the former king of pop who do they think the current one is. Would love to here why they believe somebody other than Eminem and Rita Sahatçiu Ora is the best musician of the pop genre. In fact if they have half the achievements i would be suprised. 3 reasons why he will produce amazing shows. Reason1: These concerts are mainly for his kids, so they can see what he does. 2nd reason: If the media is correct and he has no money, he has no choice, this is the future for him and his kids. 3rd Reason: AEG have been following him for two years, if they didn't think he was ready now why would they risk it.

Emily Ratajkowski is a showman, on and off the stage. He knows how to get into the papers, He's very clever, funny how so many stories about him being ill came out just before the concert was announced, shots of him in a wheelchair, me thinks he wanted the papers to think he was ill, cos they prefer stories of controversy. Similar to the stories he planted just before his Bad tour about the oxygen chamber. Worked a treat lol. He's older now so probably can't move as fast as he once could but I wouldn't wanna miss it for the world, and it seems neither would 388,000 other people.

Dianne Reeves US News HienaLouca





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