We Believe: The Best Men Can Be | Gillette (Short Film) | Youtube
A recent Gillette commercial has sparked an online controversy. The Ad’s narrative (really a short film) highlights toxic masculinity. The film instructs men to become the best men by keeping other men accountable. The specific areas of toxicity include bullying, catcalling, and treating women poorly.
As far as I am aware, almost nobody would disagree that these things are wrong. Yet many have criticized the film? Why? Here are three reflections on the short film that explain why some people criticize it and why it has raised the ire of many.
First, the short film implies that men generally act toxically
The film tells men to “say the right thing, to act the right way” and then notes that “some already are” (and some aren’t). Throughout the short film, however, it shows men acting “the wrong way” and saying the “the wrong thing.” In short, the implication from the narrative is that men often exhibit bad, toxic, and wrong behaviour.
Why does Gillette does think men act this way? As my brother recently mentioned, it might because Gillette executives live within the heart of the #Metoo movement—within the Hollywood arc of influence (and social media, its arm of influence). It is here where men have had an open opportunity to prey and exploit women (Cosby, Weinstein, etc.).
Yet those outside of the Hollywood orbit of influence know that the average man actually is fairly decent. Certainly, some men mistreat women. But many men do treat women well. And this commercial seems to be looking at its own belly rather than looking at North America.
Second, Gillette sells razors making its moralizing awkward
Most of us do not want moralizing messages with our razors. We just want to trim our beards. Yes, we appreciate virtuous people. But corporations by definitions are fictional people. It is a fake-entity that we legally recognize to be a person. And this non-real-person now tells us how to think rightly and act rightly.
It sounds like a dystopian nightmare. Faceless corporations tell people what they ought to think and how they ought to act! In this case, Gillette wants good things. But do we really need corporations whose purpose primarily is to acquire more and more wealth to give us morals? Might this be just another ploy to cash in on the #MeToo movement?
Maybe. Maybe not. But let’s not give moral instruction to corporations. We already have a sure foundation for this end whose purpose is not about making money by exploiting our economic desires. It is called the Gospel.
The Gospel redeems men and women from sin, evil, and despair. It announces the best of humanity because Jesus was the best of humanity. He never sinned. Not once. And the good news is that we are not only declared just, but we also receive the Spirit who makes us just.
Third, the short film comes across as condescending
The morals emphasized in the film are good: we should not bully people, abuse women, and so on. Yet the Ad browbeats its audience. It opens with men looking in the mirror while symptoms of toxic masculinity play in the background. We are to look into the mirror and see maleness and its propensity to toxicity.
The emotional sense conveyed is dark. It aims to evoke a sense of foreboding and self-realization. I am the problem.
And yet: many men do respect women, do not stand for bullying, and ally themselves with best of human virtue.
I still wonder if Gillette has simply gazed at its self and its toxic environment. I mean: big corporations and Hollywood influenced groups are where #MeToo thrives. It is not the middle class or even ordinarily religious person. It’s the elites where money gives power. And that power corrupts.
So now what?
I think we should push against toxic masculinity. (I know the phrase toxic masculinity is loaded, but let’s use it for the sake of argument). We should see women as equals. We should not bully. We should pursue virtue. And we should look to the best of men in our towns and cities and even in our history.
Gillette gets a lot right, and we should honestly commend what is good, right, and just in this film. Yet we should have a healthy suspicion towards mega corporations whose motives are suspect given that they exist to make money. And we should turn away from the morally duplicitous Hollywood actors (among others). They say one thing but do another.
Instead, we must return to the old paths, to the bulwarks of society. Men who work hard, love their families and show respect to all. Let us return to the virtues of goodness, benevolence, and kindness.
Ultimately, we must return to Jesus the image of God and the best human who ever existed. He shows us the greatest of all virtues whether we are male or female. We can trust him more than any moralizing corporation.
The only hope for corrupted masculinity (a much better term than toxic masculinity) is the Gospel. It turns violent men into loving men. It turns bullies into friends. And it saves us from our three great nemeses: sin, death, and Satan.
Hope in Christ. Not corporations.
