Do you see what I did there?
In the unlikely event that you’ve been living under a rock, you’ve just escaped some sort of religious cult and this website was your first stop, or this is your only source of news for pop culture (if so, may I ask, why?), 2019 has come out swinging with Gillette releasing a short film entitled,We Believe: The Best Men Can Be. Before reading this article, you may wish to peruse their wares below:
As is to be expected in the current climate, an all-out internet civil war has been sparked as a result of the advert being released. I’m at the point where whenever anything to do with gender comes up in a mainstream internet setting, I try to make myself as small as possible and pray for it to be over soon. Not because I don’t care about gender politics, but because I know exactly what it eventually devolves to over the internet. If you are not sure what it might look or sound like, please refer to the video of two foxes screaming at each other previously featured in my article about outrage culture.
We’ve got all the sides coming in to say their two to five cents on the topic of Gillette’s video. I think it’s their god given right to do so, just as it is my god given right to lurk and continue to gain intel on my endless quest to understand human emotions and behaviour. I find you all fascinating.
In one corner, we’ve got men who feel their masculinity is being threatened by an advert for a $10 razor. In another, we have misandrists who continue to call for the blanket punishment of men everywhere, despite the fact that they don’t realise it’s counterproductive for their cause. They’re pro $10 razor, from what I can understand. We’ve got other people saying, “hey maybe we need to just be more committed to all being better people.” Then we have that one corner of people saying, “You’re not my real dad and you never will be.”
I’m not here to talk about gender politics for once in my entire life, nor am I here to defend either side of an argument about a shaving implement when everyone knows that this isn’t Communist Era Russia and you are free to simply buy a different brand. Seriously, Gillette does not have the monopoly on razors and you have plenty of independent companies you can choose from if you don’t believe in corporations. I know Proctor & Gamble is massive, but there are so many other alternatives if you are bothered by it – which you have the right to be. I’m for it. Do what you need to do to maintain your integrity.
The corner that I’m coming from today is the corner with a bit more of a complicated title. This corner is titled: corporations do not care for us and we need to stop allowing them to make us upset and impact upon our wellbeing, though we can still enjoy their products should we choose to without feeling like we’re siding with Darth Vader.
Whenever I have romantic thoughts about corporations, and I do often, I’m reminded of a time before my own, where cigarettes were marketed to men, women, and children alike as healthy. I think about all those scenes from Mad Men, which I use for fodder in imagining my life as a film but set in the 1960s, where the everyone smoked like chimneys, even in the doctors office. It was in the best interest of corporations to keep selling the message that cigarettes were healthy for you. And do you know why?
The answer has four words, features in a famous song from the 90s, and it makes the world of businesses go round. That’s right: dollar dollar bills ya’ll.
Call me jaded or incendiary, but from the first frame of this short film I knew that Proctor & Gamble were trying to get my hard earned money at the expense of my values and beliefs. They were trying to nickel and dime me using the well-known advertising technique of pathos. They made me feel emotions at the expense of my integrity. How dare they! How dare I buy a Gillette Mach 3 Turbo four months ago because it’s a closer shave and my European heritage refuses to let me have soft feminine leg hair and now it’s my feminine shame! I’m going to burn my tube of Oral B while I write this!
This is not the first time we’ve seen this happen, with a recent example of this being the Kendall Jenner Pepsi commercial. Pepsi Co had, unfortunately for them, far more transparency in their advert. The ham-fisted representations of fired up youth who can’t get their protest on without that sugary sweetness flowing through their veins was an exercise in hitting me over the head with, “buy my soda you damn millennial!” and then dragging my corpse back through it.
Clearly Proctor & Gamble learned from this, because here we are, getting angry over a $10 razor. For what it’s worth, I think this is actually a really well put together advertisement. One of my guilty pleasures is that I actually love analysing adverts and derive a lot of joy from figuring out what they’re trying to sell to me, besides the product itself. Sometimes KFC tries to sell me happiness, sometimes it’s just fried chicken. Either way, I’m enjoying the show.
I think the key to P&Gs success also stems from the fact they haven’t made the face of their campaign someone who earns more than most of their customer base will earn in a life time. Sure, they used the footage of the incredible Terry Crews speaking on issues of abuse and toxic masculinity, but it was used tastefully in my opinion. That’s right: I like the way they made this advert. Sue me.
And it’s obviously working, because all anyone seems to want to talk about on the internet is either Gillette or the returning queens for Rupaul’s Drag Race All Stars 4.
I want to impress this upon you: whether you want to boycott Gillette because you think they’re misandrists, or you’re standing with Gillette because you feel like they’re putting women first, or you’re having any sort of reaction at all that will impact upon whether or not you buy this product, I want you to keep in mind what I’ve talked about in this article. It is a corporation’s sole duty to make money. If someone is trying to sell you a product, they will do anything they can to get you to spend your hard-earned cash. No matter what, they want to close the deal. They only care that you buy, and they don’t care how they get you to do it.
My favourite example of how far someone will go to sell you something comes from the Tyra Banks Show. When I first heard about this clip, I assumed that it was a parody, or it was fake, or it was some Mad TV shenanigans, because it sounded so ridiculous to me. But anyway, here’s a video of Tyra Banks giving her viewers Vaseline tubs and everyone freaking out like they’ve been given the elixir of eternal life.
And you know what? That’s the reaction that is desired by marketing campaigns. They want you to buy their products. They want you to be invested in their product and to ensure brand loyalty. They want you to buy into the idea that your quality of life will be better for buying this product. To afford a corporation any sort of moral direction is somewhat laughable. Whatever will sell, they will use.
Believe it or not, this article isn’t put together so that I can tell you whether you should or should not buy Proctor & Gamble’s products. It’s not my job to tell you anything you should buy, unless I think it’s worth endorsing. I think people should have the right to choose what they want to buy and to make informed decisions. That’s the benefit of living in our capitalist society. I don’t have time in this article to consider whether I’m pro, anti, or post consumerist culture and capitalist: I just want a razor that works, and I just want milk that tastes like real milk.
What I’m trying to impress upon you more than anything is to continue to be an informed consumer, and to not allow the efforts of a multi-million dollar corporation to sell a $10 razor to cloud your judgement on issues or products. So often we get caught up in what’s going on in the internet world and don’t really pay attention to what’s going on in the real world. For every caricature in advertising of a dangerous man or a vapid woman, I can guarantee that there are tenfold more wonderful people who in every day life are a testimony to how good people can be.
That’s right, I believe people are good and have the capacity for great things under this jaded façade. You want to come for me for that?
Anyway, thanks always for reading. Love your work. Remi.