WASHINGTON. In the first article of this series, we examined the insulting “toxic masculinity” ad campaign recently launched by razor manufacturer Gillette. In our second installment, we explore the recent advertising direction of Gillette’s major competitor, Schick.
To recap: Gillette is currently running a “socially aware” commercial on “toxic masculinity.” Presumably to win the favor of toxic feminists, we’d guess. But why knuckle under to left-wing radicals when you’re running advert for your company’s razor blades? The bulk of which you sell to non-left-wing normal men. Instead, Gillette’s new ad campaign all but explicitly disses the company’s primarily male customer base.
In today’s article article on this latest example of corporate cowardice and virtue-signaling, we leaarn that Gillette competitor Schick has also been affected by toxic feminism. But Schick’s reaction to these pressures, while still misguided, is qualitatively different from the complete capitulation we’ve seen from Gillette.
Power Line weighs in
Power Line blog first opined on the Gillette ad fiasco with a piece entitled “Gillette Gets Woke.” The site later updated the same piece, eliminating an interesting graphic allegedly from its major competitor. Let’s hold that for a minute.
John Hinderaker’s Gillette article offered a Gillette video that took us way back in time. This writer is old enough to remember seeing content similar to this video on TV, back in that medium’s relative infancy. This was a time when Gillette sponsored the “Gillette Cavalcade of Sports,” which notably included boxing. Let’s review that video, with all its toxic masculinity on display. Obviously in those days, masculinity wasn’t considered toxic.
Hinderaker wraps things up by reassessing his former opinion on today’s all-new, emasculated Gillette.
“Meanwhile, I haven’t bought a razor or overpriced blades from Gillette in a long time. I recommend Harry’s. And the Dollar Shave Club is welcoming lots of new customers:
Welcome to the Club.
— Dollar Shave Club (@DollarShaveClub) January 14, 2019
“Which is all well and good. But the trend toward large companies aligning themselves with the Left continues apace.”
Yes, that leftward corporate drift does manifestly continue, doesn’t it?
Et tu, Schick?
Although at my advanced age, my memory banks might be failing me, I recall that Power Line’s earlier version of this piece also posted a humorous image, purportedly from Gillette competitor Schick. That earlier reference to Schick was quietly excised in the current version of the column just cited.
Now here’s the werid part. The mystery image reappeared in a followup article to the first, again alluding to Gillette’s onetime sponsorship for sports TV. Gillette’s ad support included the then-popular “Friday Night Fights,” a boxing staple for TV viewers in the 1950s. Given the all-new, wimpy Gillette sales pitch to metrosexuals, Hinderaker suggests that today’s man should shop elsewhere for his shaving needs.
“Schick’s ad refers to Gillette’s 14-year sponsorship of the Friday Night Fights, which I wrote about here. It is sad that Gillette has abandoned its long history of serving American men, but that is where free enterprise comes in: there is always someone ready to step into the market niche of a company that falters. In this case, Harry’s, Dollar Shave Club and Schick.”
The Man Who Is?
For the life of me, however, I can’t find this Schick ad or third-party satirical image anywhere on the web. In fact, if you check out Schick’s commercial website schick.com, you can see that a current Schick advertising campaign is virtue-signaling toxic feminists as well. Just like Gillette. But they’re doing it in a notably subtler way via their “The Man I Am ™” ad campaign.
Here’s how Schick’s website touts their approach.
“The Man I Am ™ campaign aims to make a positive contribution to a much-discussed topic: masculinity. As society evolves, so too must the role of men, and masculinity itself. “Being a man” is a spectrum not a binary, so wherever men see themselves on that spectrum, we’re there for them. We’re committed to grooming them, to inspiring them, to educating them, to listening. We’ll relentlessly celebrate the men they are with work that praises their individuality instead of telling them who to be. This is the new Schick Hydro. And this is our message: It takes a man to be yourself, and it takes the right razor to express it.”
Hey, dude! Are you still binary?
Oops, there’s your clue: “Being a man” is a spectrum not a binary.” Aha! Multiple genders? Perhaps going far beyond the hackneyed “cis” spectrum? The myriad possibilities are couched in careful, tedious, condescending language.
Example: We get to meet one of these “not binary” men, a soy-boy allegedly named Kevin. Let’s watch.
No sweaty bricklayers in this commercial. And despite Kevin’s apparently impressive skill set, we still don’t see this dude working out regularly in a gym. The message here is unmistakable. It’s the same as Gillette’s virtue-signaling nonsense. Just not as in-your-face. Does this guy even look like he needs to shave? Any manly men in the house? Or have they already gone the way of the dodo?
One witty commenter on chat site Glock Talk got the message exactly right.
“Wasn’t Kevin the red plaid pajama boy that Obama seemed to have a thing for?”
Yep. It looks like the toxic feminists got Schick woke, too. Just like Gillette. Schick, at least, tries to cover its tracks by avoiding the lecture material Gillette couldn’t resist. But corporate caves are all the same in the end. Get woke, go broke.
Next: How Harry’s, Dollar Shave Club and Barbasol are answering toxic feminists and the PC Police.
— Headline image: Schick’s manly man, Kevin. Screen capture of Schick commercial via YouTube video.