Corporations, despite continuing to not be people, have a lot of opinions. Usually that opinion is “buy our stuff,” but sometimes they try to sell us something deeper, something better. Gilette’s Super Bowl ad is the latest example of this, with a #MeToo era-themed comment on toxic masculinity and the harmful nature of the “boys will be boys” mindset.
The ad begins with men catcalling women, laughing at sexist jokes, and being forced to “toughen up” in response to bullying, while the actions, both those that harm others and those that cause them harm, are brushed off as “typical” male behaviour, locker room talk. Then the focus shifts, to strong fathers guiding their sons (and daughters) to resolve conflict, promote self-esteem, and learn how to “be a man,” in the best sense.