Masculinity Report Shows Why Gillette Ad FAILED

A report from Harry’s, A Gillette competitor, showed us in 2018 what makes men happy. Gainful employment was the major criteria for whether a man would be happy or not.

But the report also showed that men are moral and good and that they strive to be heroes, fathers, and father figures. They strive to be the best and to protect.


But Gillette’s ad depicted men as bad, evil, as “toxic.”
This is likely why the social justice ad was so controversial.
Instead of highlight positive masculinity, it showed men as bad and as aggressors.