Razor Sharp Perspective

Photo by Séan Gorman on Unsplash

By Kathy Kyle Bonomini, Amplia Group Founding Partner

Gillette’s ad has sparked conversation in branding and advertising circles - positively sending Piers Morgan into a tizzy over its ‘PC-ness’. But is it really politically correct? Or is it just correct? It is about doing the ‘right thing’ and making the ‘right choices’ when faced with questions. Is this why some people are up in arms? Why are some people so threatened by this ad?

From a branding perspective, the ad is successful. It is interesting to read the commentary from the branding experts on masculinity (I do not claim to be an expert on men, I assure you). In my mind, there is no binary traditional male or progressive male. Just as I don’t think there is a traditional female or progressive female. We can’t - nor should we - push humans into boxes. I don’t think we should put anyone into a binary bind. But as brands, we can - and should - try to push, persuade, and engage our customers to be inspired, to see new perspectives, and to question different ways of thinking. This is our job as communicators. It is a challenge, and it is an opportunity.

The fight against gender stereotyping in advertising and branding is well documented. Girls as young as seven feel pressure to conform to stereotypes. Advertisers have cast men and women in roles aligned to culturally accepted stereotypes for…ever. (Just watch MadMen. I am sort of kidding…it’s all there.)

The Gillette ad effectively pushes its customers to ask the following questions - and in light of our social and political climate of #MAGA, #MeToo, #ToxicMasculinity, etc., what is the harm in asking them?

• Would you break up a fight between two children?

• Would you stop a child from being bullied?

• Would you speak for/over a colleague in a meeting?

• Would you objectify a member of the opposite sex?

• Would you make lewd comments about a stranger?

Gillette is asking these questions of itself as a brand and is challenging its customers to ask them too. Brands are powerful and have the ability to change hearts and minds. If people are moved by these questions or messages, perhaps Gillette is asking the right questions. And political or not, they have the correct answer:

“The boys watching today will be the men of tomorrow.”

Is that really such a bad thing?