Comment on Gillette ad takes on ‘toxic masculinity’ in #MeToo-era rebrand

Gillette ad takes on ‘toxic masculinity’ in #MeToo-era rebrand

For three decades, Gillette promised its customers “The Best a Man Can Get.” An individual. Acquisitive. Assertive. And always clean-shaven. This was the vision of masculinity depicted in an ad campaign that debuted in January 1989 during Super Bowl XXIII. The early days of the George H.W. Bush administration and the end stage of the Cold War, it was the year of “Indiana Jones and the Last Crusade.” Promoting Gillette’s top-of-the-line Atra razor, the 60-second spot portrayed variations on a single theme: a white man scoring, whether at the office, on an athletic field or with a woman.

 

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