Everything you need to know about Gillette's true intention is in its response to the outrage over the ad...
Pankaj Bhalla, Gillette’s brand director for North America, told Boston.com in a statement responding to the mixed feedback that the company felt “compelled” to address “an important conversation.”
“We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse,” Bhalla said. “We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”
Gillette says it will begin reviewing all “public-facing content” and ads to make sure they “fully reflect the ideals of Respect, Accountability and Role Modeling.” The company also plans to donate a total of $3 million over the next three years to United States nonprofits “designed to help men of all ages achieve their personal ‘best.'” Their first partner in the campaign is The Boys & Girls Clubs of America.
https://www.boston.com/news/business/2019/01/14/gillette-ad-men-me-too
I've always found that change comes of its own accord. It doesn't need to be coaxed by an advertisement, masquerading as a public service announcement. The last thing we need is more Hollywood (or Madison Avenue) executives telling us what to think, how to behave, or imposing another "teachable moment" on us. What this is about is increasing sales revenue by drawing attention to the brand. Nothing more, nothing less. When you hold 70% of the market, as Gillette does, $3M over three years is but a drop in the advertising bucket. But alas, Gillette got what it wanted. It's got your attention.
"I've always found that change comes of its own accord."
Got some examples? Car safety, No. Voting rights? No. Access for the disabled? No.
Lol.
,
Last edited: