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Masculinity Is 'Harmful'? Gillette Faces Boycott Threats for Controversial Anti-Masculinity Ad

Masculinity Is 'Harmful'? Gillette Faces Boycott Threats for Controversial Anti-Masculinity Ad Read Transcript


- 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?

- No.

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.

- Sure.

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