Yesterday Gillette launched a commercial asking is this? The best men can be targeting toxic masculinity. Naturally, this offended a lot of guys, I have to wonder: why is that a company that makes shaving products trying to preach about politics and the behaviour of men visits just another commercial in a long line of commercials where companies have gone political to try and capture the money market. They firmly believe millennials wants this preachy progressive, add campaigns, it doesnt work. There have been some circumstances where it has, for the most part intends to backlash today. Let's take a look at What Gillette did why commercial fails at its present people off and what are the repercussions of producing a failed political commercial, but before I get started, let me get a quick shouted to today's sponsor virtual shield virtual show. They virtual private network service? They can help. Keep your data safe while you browse the web is a simple layer. Security

but a high with TIM dot com- and you can get thirty percent off- let's just three thousand forty nine cents per month by clicking get this exclusive deal and they'll get. You started with a free of thirty day. Trials of you want to browse the web with a simple layer. Security just go to high with time dot, com and sign up from the BBC Gillette faces backlash and boycott over me to Advert Gillette Advert references bullying, the meter movement and toxic masculinity has split opinion online. The razor companies short film called believe plays on their famous slogan. The best a man can get replacing it with the best men can be. The company says it wants me to hold each other accountable. Some have praised. The most Of the advert which aims to update the company's thirty year old tagline but others, a lot is dead to them. The add has been washed more than two million

I'm on Youtube in forty eight hours. Now I want to point out. They say it's divided opinions on line, however, we can see two hundred and seventy five thousand thumbs down and forty seven thousand thumbs out. So yes, there is a divide, but it's over well mainly negative. Relatively few people actually like this advertisement at the time of the BBC, wrote the article it had two hundred fourteen thousand dislikes and twenty three thousand likes meeting about. Ninety percent of people did not like the et. That's increasing all the time comments on the video or largely negative, with viewers are saying they will now whereby Gillette Pox again or that the average was feminist propaganda. In less than two minutes, you managed to alienate your biggest sales group for your products. Well done wrote one angry view. Twitter users are also sharing their disappointment with Gillette's new ad. They must have known there would be backlash, but while the response,

he has been largely negative. As the saying goes. There's no such thing as bad publicity. Their next steps are very important, but it shouldn't necessarily be widespread. Pennicote rob Saunders and account manager at Uk Advertising company. The media agency group tells radio one newspeak, their add is getting them good publicity and good numbers and causing a debate which they must have known when they put out the said, Rob, says you'll. Let was anticipated a negative reaction to the advert from some people. This add would have been approved by many people higher you're lucky adds so they must have known. There may have been some backlash. Raw believes. A strong reaction is because the address a shift from how Gillette was previously promoted, and that has surprised people. We knew that. joining the dialogue on modern manhood would mean changing. How we think about and portray met at every turn adds Gary Cooper, effective immediately. Gillette will review all public phasing content against a set of define standards meant to ensure we fully reflect the ideals of respect, accountability and roll muddling in the ads. We run the images we published, a social media,

the words we choose and more for us, the decision to publicly assert our beliefs, while celebrating men who are doing things right, was an easy choice that makes a difference. celebrating men. They said and that's the problem they aren't celebrating men. They made a male critical advertisement. People have talked about how Procter and gamble the parent company has produced political as before that have been successful, but typically What they do in these other adds is promote an idea and say: women can do more. Your great do better. It's not necessarily to different when a man can do better, but this commercial highlights negativity young man. It's not celebrating men, doing the right thing: it's not a commercial showing firefighters. Rushing into a burning build it's not showing Marines it's not showing heroes and saviours doing the right thing. Instead of promoting the good things. Men doing celebrating that encouraging that there, highlighting negative things as if this is something all men agree with. Now don't say all men, but this is why people are likely angry mega commercial.

you talk about men, doing great things and how you want to see them do more in a piece for Forbes written by Charles Taylor, why Gillette's new ad campaign is toxic. He highlights first, while corporate social responsibility appeals can be effective. Corporate must be sensitive to the potential of consumers being sceptical of their motives or not wanting to be told how to behave by a profit motivated company, essentially Anyone really gonna believe that Gillette wants men, do better or conflict pandering and insulting to their actual core demographic, which is now who need to shape. He mentions the creative in best a man could be, it could be more effective if delivered differently. As eloquently argued by fellow fork, controller can elsewhere consumer behaviour. Theory popularized by Robert See Aldini holds that people are motivated to fit in by gaining approval and avoiding disapproval Approval is often related to fitting in with social norms, as elsewhere points out that, while the ad clearly disapproves of the bad behaviors depend,

it simultaneously suggests that most men engage in these behaviors? It follows that to fit in or to be masculine, one would seek up removal by engaging in those behaviors engaged in by a majority of the groups, not that some man that is not enough in the opinion of Gillette. Ultimately, this is mixed message? That's the aldini theory would argue, is confusing and makes it unclear to a young male. What the message about being masculine and fitting and really is to put it simply, it's basically what I just said: that, when a young male watches this commercial he's not seeing what to do, there's only a couple instances in the commercial of what is doing right or doing good for the most part the video is just criticising certain behaviors, so this isn't going to tell anybody how they should behave if they'd like to fit. In fact, it shovel a bunch of guys doing bad things and other guys are in on it. If anything is in young men, to engage in bad behaviour because the commercial

I was a bunch of men doing those things, but another very important point is politically charged. Language should be avoided, by advertisers. The use of the term talks, masculinity in the air was a flat out mistake, while only mentioned quickly. the use of this term, which many men associate with a one sided critique and stereotype of an entire gender All of us of how much some without marketing background, I would like to believe that companies taking political stances on is ok alienating is absurd. Your portion of the target audience is never a good thing, Michael Jordan statement did not want to engage in political commentary because Republicans by shoes to remains wise thinking, regardless of which political party or group may be alienated. It is simply bad marketing practice to offend significant numbers of own consumers, and this is something I brought up in a commentary video I made yesterday my second channel. You can check it out at Youtube COM slashed him cast news, but what I pointed out is that

Your goal as a shaving accompany as shaving materials, is to target men in general. If half of men disagree, with intersection of feminism? The only thing your advertisement can do is lose you customers if they made a commercial showing firefighters like I mentioned, all the great things men do when they sacrifice and they showed positive. ask unity? Then you get everybody you give people on the left, I can say that is how men should be. Instead, they made a stereotypical and critical advertisement targeting the saying you're doing wrong, do better and thus you're going to have people who are upset because for one they said toxic mascot. Which is essentially a dog, was altered. The far left, but also they had an hysteria in it look I don't care. If your fan of Anna we're not the point is she is a polarizing artisan figure of the far left Actually, you have a lot of people who immediately see her and say whoa. I want nothing to do with this. It can only backfire. What were they thinking

If you want, I can advertisement. That is political. Even if you want to take a stance dont show an extremely polarizing figure, which is going to turn off half of your audience. Half of your customer. Another really important example of how this backfires, when you pander is this. free from last year, Pepsi pulls add accused of trivializing black lives matter. They had, I believe, Kiley Jenner, Kendall, John, who was handing out, she's, two cops during a massive protests, and this offended, basically everybody as of April forthwith, empty with nearly thirteen million views and has one hundred and sixty four thousand thumbs down and forty two thousand thumbs up people do not like this advertisement. They do not like the Panther no one believed that Pepsi actually cared about black lives matter. It felt like pandering to trivialize the protest movement. It was a bad mood. and once again we see something similar, but this time but you'll, let add in all

tell me about one day has two hundred and seventy five thousand thumbs down almost twice what the Kendall Jenner ad has and once again you're going to find people who left who believe this is completely disingenuous, but most mostly you're gonna find people who are either anti. I edit Aryan or just offended that your stereotyping men as somehow engaging in this behaviour to try and fitted, but let's talk about, what's really important, the bottom line of Procter and Gamble, and at this time it doesn't seem like they're, going to face any real repercussions. In fact, as of this morning, their stock is actually up about one point, three percent, so they're doing fairly well, it did go down around the time of the add coming out, but there's a huge spike here. Unrest Arslan dogs. They talk about a boycott on P Angie, how it's getting started over Gillette's toxic masculinity, end campaign and there's a really

the reason why they probably won't be phased by any boycott one user said if Gillette was its own company. Maybe I would worry, but I can all but guarantee these people will still brush their teeth with crust wash their dishes withdrawn, wipe their counters bounty and their asses with Sherman. It will make no difference. These boycotts, our shortsighted and poorly thought out. I have a rule that you ve heard me say time and time again, when a company decides to under the culture war. I stop using their products, I've cancelled, Hulu, I've, cancel some other services- and I won't use them some people- are But what about twitter there in the culture where yet will twitter is the battleground for the cultural or for the most part? I dont know why a shaving when he is trying to lecture me about toxic masculinity, and I don't care to hear their opinion. Gillette isn't an expert on any of these things. They ve hired a marketing who is assured the millennials likeness and their pandering they're lying there. Just trying to sell the product and they're doing in a way that actually pisses me off. I actually agree that there are problems with toxic masculinity, but what I don't agree with, is

company that could simply be explaining to me what their product does effectively and dad lecturing me about politics. I dont care. I don't want to hear your opinion, so you know what I'm gonna have nothing to do. I'm going to back away and say you know what I have no idea why you are engaging in behavior. I don't take issue with the political stances of many of these companies. The issue as I take issue with them, trying to be political. We need to separate politics from things as simple as shoes and shaving products. I shouldn't have to worry about toxic masculinity willing to remove hair from my face. It makes really no sense, but the expansion of everything being political is causing problems across the board. Now, there's no knowing whether you live, is going to lose her gay money. Their stock is currently up. Some people like to say get woke, go broken, that's not a lot. If not necessarily true. In some instances, you do get woken go broke like we solve the Pepsi commercial they screwed up, but there are other instances where

producing a political commercial actually is a really good idea and works shortly after the Pepsi fiasco, we sought, commercial from Heineken, which hit the on the head and did everything right. They showed p varying ideologies or lived experiences. Had them build a bar together. Had them talk to each other and that reveal they actually opposed each other for political or life reasons. In the end, the people all chose if it down overbear. This had something really great in my pain this commercial on? You too, has nearly fifteen million views. Sixties, thousand thumbs up and only four point: four thousand thumbs down. Most people really did enjoy this commercial. This is how you do politics right. They didn't take aside. They brought people together and said: why? Don't you

talk about your differences over a beer, they didn't say who is wrong or who was right? They simply said we recognise that different people have different views and different opinions. How about we have you come together to realise we have more in common than we don't have a beer and so well, it's not telling me much about their beer. What? What do you need to be told about beer than it tastes? Good, if you'll, the beagle drink it. What they did effectively was promote their brand while showing something positive, showing people actually come together to discuss their differences, and that is amazing, and I have tremendous respect for that, and it does show the effectiveness of beer. What does their products do effect? It allows people to sit down, have a real discussion and talk about how they can make the world better together and how we can unite. That is politics done right. Gillette, you screwed up played the game wrong and they're going to learn exactly how not to do politics ultimately I don't think it's gonna matter. They said

this thing is bad publicity, that's not necessarily true. If you lose customers and lose money, the publicity was bad when the end. There was a short black that most will probably forget about. Maybe it cited again in a year when another, silly or stupid commercial comes up. But let me what you think of the commons, below conversation going, you can follow. on twitter at ten gas to stay tuned, new videos every day at four p m on this channel and I'll have more videos on my second channeled Youtube outcomes. Left him cast a new starting at six p m. Thanks, rang it up and I'll see you son.