Masculinity Is 'Harmful'? Gillette Faces Boycott Threats for Controversial Anti-Masculinity Ad
- Let's begin, first of all,
with your reaction to the campaign.
- Well, Efrem, I would say,
if people think that that's offensive,
I would say they'd probablyhave to work a little bit harder
if they want to offend me.
In reality, you're justmaking an ad campaign
aimed at men, trying toencourage men to be better.
I'm not sure exactlywhat's wrong with that.
- So exactly what did the adget right in your estimation?
- Well, I mean people say thatit engages in stereotyping.
I mean stereotypes are a generalization
of the truth of the subject.
In some instances, a lot ofwhat this ad campaign shows
is the truth of what men engage in,
what we have to train our boys out of,
train them out of bullying,
we have to train them out oftreating women as objects.
You know, I'm not sure exactlywhy that's such a bad thing.
- So you don't find itstereotypical or insulting?
- Well, I mean the factthat it's stereotypical,
I don't necessarily findinsulting or offensive.
In reality, I would say, if anything,
it's just a little bit annoying.
I mean, look, we'retalking about razors here
and, you know, if I'm buying razors,
I want to buy razors forwhat they'll do for me.
I don't want to getpreached at by a company
and I think that people aregetting tired of companies
trying to always takesome kind of social stand,
trying to take somekind of political stand
on every issue out there.
I really don't care
what the people who make my razors think
about any of those issues.
I want to know how goodthey are at making razors.
You know, part of manhood is about
engaging in competent behavior,
being competent andconfident in what you do,
and I want to know thatGillette is competent
in making good razors.
I really don't carewhat they think about me
or about men or about manhoodor anything like that,
and I'm not gonna feel like more of a man
because I buy a Gillette razor
just because they preached at me
over the course of their ad campaign.
- We mentioned Charles Taylor'scomments in Forbes earlier.
He thinks Gillette has a chance
to modify and recover in the campaign.
He wrote: If it continuesdown the current path,
this campaign will be remembered
as nothing short of an alltime marketing blunder.
Would you agree?
I mean I don't know why it'ssuch a marketing blunder.
I mean they gave it theirbest and made an ad campaign
aimed at trying to notjust get men to be good,
but get them to be better,
and I'm not sure that there's necessarily
anything wrong with thatapart from what I just said
about the fact that they make razors.
I don't really care what theythink about social issues.
But nevertheless, thecontent of the campaign
isn't bad at all.
I mean it really comes down to
the same kind of Christian behavior
that we're trying to train into our sons.
We want them to treat womenlike they're important,
like they're precious daughters of God.
We don't want them to treatwomen like they're lesser beings
or less important or liketheir opinions don't matter
or like they're objects.
So that's not bad.
We want to train our sons to share
and, as little boys, tonot bully other kids.
That's not a bad thing.
So the fact that Gillette made a
kind of sweeping social statement here
by making this ad campaign,
I don't think it's ahuge marketing blunder.
Like I said, it's maybea little bit annoying,
but other than that, I don'tsee what the problem is.
- Bottom line here, itseems, it's more important
that we be worried andconcerned about what God says
about manhood and masculinity
than we need to understand in our culture.
- Yeah, you know, I find it interesting
that the same culture that'sbeen telling boys all along
that morals don't matter,morals are completely relative
and you just gotta dowhatever makes you feel good
are now coming all the way back around
to saying oh, wait a minute,
don't necessarily dowhat makes you feel good
because that's not upliftingand edifying to women.
And this is something
that Christians have been saying all along
so it's a little bitironic, I guess you'd say.
- All right, Chuck Holton,always appreciate your insight.
Thank you for your time.