The brand Gillette launched a campaign named “We Believe” in 2019 aiming to encourage change for men to change what is being said. Gillette uses the slogan "Is this the best a man can get?". This video has made more than 35 million views and has generated a very high level of engagement: https://www.youtube.com/watch?v=koPmuEyP3a0
In my opinion, I think that the Gillette "We Believe" campaign was not a bad idea, but I think there is a great deal of clumsiness on the part of Gillette.
Indeed, we sometimes hear men labelled as bullies, harassers and male chauvinists, and we can find these images and words on TV, on social networks and in everyday life.
Gillette wants to show that all of these issues can change, wants to encourage men to prove that they are better than anyone says or thinks they are and make the "boys will be boys" negative mindset positive. The examples Gillette uses in its video advertisement set an example to all viewers of actions and words that can be a small step for man but a big step for our society. And it is through these examples that I can link these issues and education because it is by learning that we improve.
However, in its campaign, Gillette is lumping all men together. As a brand for men that wants to create a campaign to change the way men are viewed in society, I think Gillette could have instead shown that not all men are like this and that exception does not make the whole. We all have men around us who don't fit the bad descriptions we hear everywhere.
Egard Watches has published a response to Gillette, showing that regardless of the problems created by men, they are also very present in our society to make it better. In this video, men are portrayed as brave, protective and vulnerable and even as heroes. Egard Watches uses statistics about war, life-saving jobs, homelessness, suicide, to show that men want good for our society but can suffer for it.
Also, Gillette categorizes the nature of men as "toxic" which, in my opinion, is false, and can be really degrading for men.
However, I think there is something very positive about this camp. Gillette has pledged $1 million a year for three years to non-profit organisations aiming to help men of all ages achieve their personal best. Indeed, it is rare to see this issue being addressed "at the source". We are more used to seeing funds go to organisations supporting the victims of the terrible things men are accused of doing. Obviously, these victims need help to be rebuilt and it is very important, but supporting organisations that seek to reduce the causes of these problems is even better because it will result in fewer victims.
This campaign has led to a boycott (#BoycottGillette). Gillette was accused of shaming men about the masculinity that the brand promoted. The brand was also accused of using serious problems that have affected many people to sell products. But in my opinion, this ad shows support for men who want to be better and gives hope.
Thank you for reading me!
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