WASHINGTON. Calvin Coolidge famously said, “The business of America is business.” But not today. Vapid and soulless big business now demands a role in shaping American culture. Or destroying it. To that end, we faced last week yet another cringe-worthy contribution to the intellectual emptiness that is the social justice movement. The Gillette razor company, now a Procter & Gamble subsidiary, recently revealed a virtue-signaling television ad on the subject of “toxic masculinity.” But the commercial is not really about selling Gillette razors. Instead, it’s about pitching “toxic wimpiness” to men: the company’s primary customers.
A collection of dull razors selling toxic wimpiness to American men. Who aren’t buying it.
Currently on its website, Gillette claims that American men “find themselves at a crossroads, caught between the past and a new era of masculinity.”
Gillette digs deeper.
“It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”
So what, exactly, does Gillette define as masculinity?
Well, they don’t actually say. It’s a good bet the reason they don’t is because the bloodless corporate nonentities sitting around Gillette’s conference tables are as clueless on the subject of masculinity as the fainting ingénues of Hollywood’s #MeToo movement. So they’ve defaulted to selling toxic wimpiness to customers that aren’t going to buy it.
Real men built America and keep the country strong
Problem is, you can find examples of transcendent American masculinity all around the world. In places like the deep waters between Savo Island and Guadalcanal in the Pacific. Twenty-nine twisted US Navy wrecks and their dead crews came to rest in the muddy depths of Savo Sound following the Solomon Islands campaign in WWII. The deafening sonar returns bouncing off these twisted metal hulks serve as a reminder of the sacrifices made by real men for their nation and their freedom. Appropriately, these metallic echoes resulted in a name change for this historic waterway. Today, it’s called Ironbottom Sound.
You can find the remains of a great many additional, like-minded men at military burial grounds around the country. Some don’t even have names, such as many of the veterans interred in Virginia’s Arlington National Cemetery. Just across the Potomac from Washington, D.C. — a politically corrupt capital city arguably no longer worthy of such sacrifice — the battered remains of some of these noble warriors have received an honorable burial, yet are “known but to God.” No toxic wimpiness here.
Masculinity and a close shave: What originally made Gillette an iconic American company
King Gillette, founder of the company that’s now so concerned with toxic masculinity, filed a patent for his safety razor back in 1904. It was the culmination of a 33-year quest to find a product whose sales would help care for his family following the destruction of their home in the Great Chicago Fire of 1871.
Surprisingly, at least to America’s Marxist left, Mr. Gillette’s “toxic” view of his traditional role as family provider is still strong in this country. The Pew Research Center cites statistics.
“Roughly seven-in-ten adults (71%) say it is very important for a man to be able to support a family financially to be a good husband and partner.”
But such wisdom predates Gillette, both the man and company. In the Bible’s Book of 1st Timothy, we read the following.
“But if any man does not provide for his own, and especially for those of his household, he had denied the faith and is worse than an unbeliever.”
Believers in toxic wimpiness need not apply.
That a man lay down his life for his friends
Theodore Roosevelt raised his sons to be men of valor. All four served in World War I.
One son, Quentin Roosevelt, gave his life in the service of his country.
Theodore Roosevelt Jr., a wounded veteran of the first Great War, led his contingent of the 4th US Army Infantry Division in the first wave to hit the Normandy coast on D-Day in June of 1944. He was the oldest man (56) and highest-ranking officer (brigadier general) on the beach that day. Although suffering from arthritis and a heart condition, he led his men to victory at Utah Beach. He died of a heart attack one month later.
His citation for the Congressional Medal of Honor reads as follows.
“Although the enemy had the beach under constant direct fire, Brigadier General Roosevelt moved from one locality to another, rallying men around him, directed and personally led them against the enemy.”
As Edith Kermit Carow Roosevelt, wife of Rough Rider Teddy, noted:
“One cannot bring up boys to be eagles and then expect them to be sparrows.”
Mamma Roosevelt, you see, raised men and not soft, smooth-shaven wimps.
The toxic wimpiness that companies like Gillette is trying to sell to the men of America today has nothing to do with heroism, manliness, and the traditional, can-do American spirit. Caveat emptor.
Top Image: Gillette’s toxic masculinity ad. YouTube screen capture.