New Gillette Ad is feminist propaganda?

[Turgon]

JBP's take on the Gilette ad.

 

[Voyageur]

This ad was sent around in November, and in a similar way, although different, the ad below looks to virtue signaling as these ad folks for Schweppes (perhaps the same PR firm as Gillette) had created this rather bizarre stage. The ad is complete with thuggish type men (if perceived this way with fuzzed out faces and foreign accents to increase the drama for North American and maybe EU audiences) along with high-tech dresses worn to nightclubs and parties where people are obviously drinking and carrying out their usual social dancing. The message is plain to see. It is also obvious that cameras were spread around and who knows how scripted it really was. However, the ad is full of messaging when slowed down by frame - notice the caption on the glass and the meme (a one second or so film shot), and how many more are embedded I don't know:



You have to go to the link to catch their video ad-show, and this from a company who has more often than not used subliminal sex advertising in history to sell their products - it is what they have almost always done. It is pretty pathetic, yet they must have done their 'market' research that fits the times...

November 2018

Researchers built a smart dress to show how often women are groped at clubs

 

[bjorb]

Here we go again

Gillete is doubling double-down on their hating-men tactics - that'll turn things around! They already lost billions so why stop now. Hope they continue this all the way to bankruptcy court.

Gillette puts the spotlight on toxic masculinity in sport in ad with Raheem Sterling

Daisy Zhou directs spot by Saatchi London starring the Premier League soccer player

Gillette continues to address the topic of toxic masculinity in its advertising, this time with a spot out of Saatchi & Saatchi London that takes a look at the role it plays in sport.

The spot, running globally with the exception of North America, stars Raheem Sterling, the U.K. Premier League soccer player who has been outspoken on the topic of race (and recently appeared in a Nike campaign vocalizing some of his views.) It starts with the Manchester City player shaving in front of the mirror, telling us "if someone asks you what you're made of, don't just tell them – show them." Vignettes show a younger player break up a fight on the soccer field while one player reaches out to another after a game. The film finishes with an image of Sterling hand in hand with a young mascot before walking out onto the pitch, telling viewers "when you show the best of yourself, you don’t just play the game, you change it."

Gillette launched its campaign looking at toxic masculinity a year ago, with a spot directed by Kim Gehrig that touched on the #MeToo issue by asking "Is this the best a man can get?" and attracted some controversy.

The new ad was directed by director DZ (aka Daisy Zhou) at Great Guns, who comments in a statement: “It’s a special opportunity to be part of an ongoing conversation of what masculinity means, and what it can represent in a changing culture. Following on from the previous campaign, I wanted to focus specifically on the power of showing the best of yourself in a difficult scenario – and the effect this power can have on people, especially the younger generation."