New Gillette Commercial Challenges ‘Toxic Masculinity’, Linking It to the Hardik Pandya Controversy?
The new ad by Gillette has sparked up controversy by challenging men stereotype, deep-seated in our society, irrespective of cast and culture. But have you noticed its connection to the recent social shouting surrounding Hardik Pandya’s Koffee with Karan remarks?
‘The Best a Man Can Get’, the punchline that has been uniting the men across the earth by offering a razor-sharp shave, is currently questioning their customers’ ‘Toxic Masculinity’. ‘Is This the Best a Man Can Get?’ Societal norms, typecast thinking, that have been controlling the civilization since decades is currently under Gillette’s knife-sharp attack. Here’s what the commercial approached:
From #MeTooMovement to bullying to workplace gender inequality, Gillette has addressed several issues that have been widely accepted in all social statures. ‘Boys will be boys’... a group of men is shown chanting the phrases, representing the age-old voice of society. Therefore rises the question, ‘Is This the Best a Man Can Get?’.
Inverting their popular brand tagline ‘The Best a Man Can Get’, Gillette, however, attempted to redefine manhood that is sensitive, understanding and most importantly, compassionate. The appealing words, “Because the boys watching today… will be the men of tomorrow”, promises of a whole new future with newer possibilities and values. Getting to our first question, why this ad strikes controversy?
Why Gillette Strikes Controversy?
While many will relate to the Gillette commercial concept, some found it “offensive to men”. According to one, “You have hair on your face, we can shave it off. This should be your commercial not this pandering.” Some are of the opinion that the Proctor and Gamble brand ad never showed a single clip of their product, i.e. their razor, even for once.
A different section of the audience is, however, considering the agenda not offensive or out of place, rather quite late in line, with nothing new in substance. They are asking, whereas a brand like Dove, has linked to women empowerment years back, what makes Gillette suddenly awake? Well, this is the point that relates to the recent Indian controversy around celeb-cricketer Hardik Pandya.
Hardik Pandya and Gillette Shout out
Hardik’s ‘sexist’ comments at the fun talk show Koffee with Karan had initially only turned the heads, but gradually it became so viral and garnered innumerable negative reactions that the 25-year-old cricketer received a setback of losing Gillette endorsement deal in the process, along with other official punishments. His lousy remarks towards the female kind like, “Main kar ke aaya aaj” (I did it today), referring to his first-time virginity loss and “I like to watch and observe how they(girls at nightclubs) move. I'm little from the Black side so I need to see how they move," manifested the young all-rounder not only as a womanizer but also as a racist, who is disrespectful towards women.
It appears, that all this argument, fight, strong expressions indicate that the mass opinion is changing. Especially, when classic brands like Gillette makes a direct hit at such faulty social standards, it is a tip-off that voices will be raised and measures will be taken against all kinds of abuses, whether it is against the women, or our men!