We should all believe in better masculinity

I never got the chance to write about the Gillette advert and the absolutely insanity of the outcry by some men around it. Theres a ton of discussion, press and frankly shouting about it.

The best commentary/deconstruction I found of the debate is from Dr Nerdlove.

I released a video where I touched on the fact that Gillette released a new commercial that directly addressed toxic masculinity, asking men to do better and the reaction that a lot of people, mostly men, had to it.

As it turns out, I have a lot more to say about it because, well, it’s made people lose their goddamn monkey minds. This is an ad that is literally just saying “hey, men can do better” and people are acting as though this was the announcement that XY chromosomes have been made illegal and having chest hair means that you’re going to get rounded up to camps.

When I first saw the advert I felt impressed by the tone and expression.  Yes they must have known calling out toxic masculinity was going to have a big backlash but they did it anyway. Hopefully knowing how important it is.

The accusation that this is an attack on men and manhood is kind of absurd on its face. Because we see a lot of traditional positive masculinity in here. We see dads barbecuing over the weekend with their kids, dads propping up, teaching and encouraging their sons, nurturing their daughters. We see the guys calling out bad behavior and ending fights and showing respect for others. And we see fathers protecting other people and — importantly — teaching their sons to be brave.

It’s a little disingenuous to say that this is an attack on men when the point of the entire ad is all but literally spelled out for you:

We believe in the best in men.

If I was to add anything else to the advert it would be Tony Porter’s words.

My liberation as a man is tied to your liberation as a woman

Author: Ianforrester

Senior firestarter at BBC R&D, emergent technology expert and serial social geek event organiser.