Well, fellas. Sometimes things are just so stupid that they need to get studied, analyzed, and dissected that we may learn more about stupidity.
Apparently, Gillette – a company that manufactures male grooming products – has made an outright overture to the radicalized feminists of our campuses, assuming we can still call such places campuses anymore (see here). A new commercial that decries our collective “toxic masculinity” (see, they’ve even adopted the dripping-with-hate ideological lingo of the professional victimhood culture) is supposed to shame all of us fellas into being better… well, better feminists.
On the surface this is a seemingly odd approach from the political correctness movement. After all, we’re told not to judge Muslims by the actions of a few bad ones; we’re told not to judge blacks by the actions of a few bad ones. Yet a few bad men suffice to brand us all with the stigma of “toxic masculinity”, which is apparently some strange genetic defect we must all strive to stifle lest society revert to road warrior-style anarchy.
What seems truly odd is that a company that sells men’s products would see shaming men as good advertising material. But it only seems odd. As every advertising executive knows, in most households women do the shopping and often control the consumption purse strings (see here). So there you have it. The ad execs must have thought it was a brilliant move to play to the religion of so many comfortably bourgeois white woman, and their strangely comforting crutch of omnipresent victimhood. Those Mach-3s should be flying off the shelves, no doubt.
Think about that. We’re being subjected to sanctimonious moral lectures from advertising executives.
Problem is, it’s not going to plan. This idiotic commercial was not well received (see here), except by mainstream leftists of the media and the ruling intelligentsia… surprise surprise. Even a good many women (as opposed to feminists) are appalled by it (see here and here), although in the mindset of the modern feminist such women aren’t properly women at all.
You see, it turns out there’s a real world outside that bubble of academia, and beyond the quasi-religious nomenclature of the social “sciences”. Ad execs, of course, attend the same campuses everyone else does. They truly don’t know that there is a real world beyond that bubble. That is to say, they’re wealthy enough to be sheltered from it. Too bad, too. Because in the real world there are real people, as opposed to ideological campus parrots, and real people don’t always fit neatly into the permanently hostile racial, sexual, and cultural regiments of identity politics.
Shhhh… this is not known on our radicalized campuses, where the universe actually revolves around the whims of spoiled-but-angry white kids, and wannabes.
Older people, for example, went to school before dodgeball and tag were considered violence. They went to movies before Hollywood informed the world that the toughest, deadliest, and most feared action-heroes are 90 lb hot chicks. Golly, some men even had fathers who took them fishing, hunting, or taught them how to use their hands. Now, to be sure, millennials and their juniors typically have had far fewer such experiences, save for the odd night in a safe government-approved campground. Thus, the most recent generations are probably fearful of masculinity, especially since that is what they have been taught since grade school.
So, for now, it appears that there are still just enough men left in the world to take Gillette to task for its cowardly attempt to court victimized bullies by pandering to what is effectively a fundamentalist PC religion. Boycotts are being formed (see here and here). Good. Let the Booby do his part.
Boycott Gillette, fellas. But let’s take it a step farther; boycott it’s parent company, Procter & Gamble, as well, and all the various companies it owns. Here’s just a few:
- Bounty Paper Towels
- Crest Toothpaste
- Clancy’s Potato Chips
- Dawn Dishwashing Liquid
- Gillette Razors
- Head and Shoulders Shampoo
This may mean some of you have to assert a little input into your household purse strings. Do it. Too many of us have devolved into couch-dwelling spectators for too long. By abdicating roles as consumers we also relinquish any respect and consideration from advertisers.
This exercise will perform a dual purpose. 1) If your wife/partner is not willing to relinquish some power over the household purse strings, then this is a major red flag. 2) If your wife/partner is herself a PC bully then this is an even greater red flag.
If either 1) or 2) apply to you, then in all likelihood Gillette razors are the least of your problems, and you should be preparing for the day when you need to look out for yourself. Luckily, if you’ve followed the Booby’s advice (see here) then you’ve learned some of the ways you can do just that.
In the meantime, if you’re tired of the institutionalized contempt of the modern intelligentsia then take solace from some of the perspectives emerging from the counter-PC culture, like these two examples, here and here.
As for Gillette and Proctor & Gamble… let them know we will never forget this.