Gillette Will Teach You How To Bully

“Father,” he cries, “have I missed it? Have I missed the battle?”

“You have missed the war.”

Virtually any random scene chosen from Ridley Scott’s Gladiator could be the best part of another film, but I’m particularly partial to this one. The campaign against the savage Germanic tribes has been decided in a breathtakingly bloody and confusing final battle, mostly thanks to the intellectual and physical leadership of the general Maximus. As a dying Marcus Aurelius thanks Maximus for his service, the Emperor’s son, Commodus, rides up on a white charger. He’s been riding in a luxury wagon with his sister for virtually the entire trip up to the front, of course — he’s not some common soldier, doomed to cavalryman’s steed or shanks’ mare — but for his arrival he has switched to a battle horse and a set of shiny, completely undamaged armor.

And yes, he’s missed both the battle and the war, no doubt by design.

Aurelius chides him. Later on that evening, we see Commodus practicing his swordsmanship in a pre-planned demonstration with five of his slaves. “So much,” Aurelius notes with undisguised contempt, “for the glory of Rome.” The viewer is meant to see the contrast between the general Maximus, who fights for moral purposes and who longs to return home to his family, and the cowardly but arrogant Commodus, who play-acts at glory while avoiding danger. That contrast will inform the entire film, all the way to its conclusion in the Roman Colosseum where a weakened, poisoned Maximus fights a Commodus resplendent in blinding-white armor. The real Commodus, by the way, was notorious for fighting crippled animals in the arena, and for killing his sparring partners, but he was strangled in his tub, not beaten to death in the arena. Nor did his death restore the Roman Republic. The end of Gladiator is a complete fabrication, satisfying though it may be to watch.

You might say that Commodus is an extreme example of what is now called “toxic masculinity”, being both perverse and willfully cruel. He is almost a parody of Maximus, alternately executing senators with a smile on his face and crying helplessly in the cleavage of his own sister. He has the external appearance of masculinity without its true substance, all the vices and none of the virtues. He’s even a bit of a rapist, although that is given relatively little space in the film. There’s nothing particularly unusual about the Commodus role, other than its larger-than-life portrayal by Joaquin Phoenix; the “weak, cowardly schemer” has been a stock character since the Greeks wrote their first tragedies. We just have a new label for it now.

(A brief aside: A friend of mine from the street-racing days, a smooth-faced ex-military killer with a flat affect, blank eyes, and an unsettling catlike roll to his perambulation, worked for quite some time as a bodyguard for the elite. His happiest days were spent with Joaquin Phoenix: “Dude was a legit bad-ass and never hid behind me, never started anything he wouldn’t finish himself, never said an unkind word to anyone who didn’t deserve it.” No wonder Phoenix is never completely comfortable with Hollywood.)

This past weekend, the Gillette Corporation took some time off from mis-representing their Chinese junk as real American excellence to lecture American men on “toxic masculinity” via a YouTube video. It would be an understatement to call the video “poorly received”; although the “thumbs-up/thumbs-down” meter of the video has been repeatedly reset it has been at a consistently negative ratio. Tens of thousands of negative comments have been scrubbed by hard-working bugmen at Gillette and YouTube, but neither entity is able to control the fusillade of disdain sent Gillette’s way by entities as diverse as the Chateau Heartiste and the Detroit Free Press. I’d like to take a few minutes to discuss the live-action polemic here, but as with my Audi go-kart commercial piece I’m far more interested in the subtleties of the messaging than with the general Woke Capital stupidity of the stated message.

Let’s start with this: corporations, just like Commodus in Gladiator, don’t take unnecessary risks. Therefore, when you see a commercial from a major American corporation promoting a particular social message, you can be absolutely certain that the message in question has long been firmly ensconced in our secular ideology. Had the company run this commercial in 1975, you could make an argument that Gillette was being “brave” or “challenging” — but, as the flashback to a “sexist” Gillette ad in the video demonstrates, back then the product was sold in the most directly sexist, and sexual, terms imaginable. Which makes sense, because that was the style at the time. Well, the style at this time, in THE CURRENT YEAR, is Woke Capital. So it’s no “braver” for Gillette to support #MeToo in 2019 than it would have been for them to come out strongly in favor of Puritanism during the Salem Witch Trials.

You can argue that the correct response to an advertisement like this is to

0. ignore it
1. switch to Harry’s, which makes very nice razors in Germany.

The only problem is that I switched to Harry’s a year ago. Which leaves me nothing to do but to examine all the little ways in which the visuals of the piece are twisted. Let’s start with the biggest of the elephants in this particular room: in order to perfectly perform the rituals of our secular religion, Gillette had to attack men while somehow excluding MoC (Men of Color, for the non-woke out there.) Take a look at the image which opens this article: it’s of a television show supposedly watched by children. A white man sexually violates a black maid and the audience applauds. There’s just one little problem: the television show is a fabrication, and it does not represent anything that actually happened on any Sixties or Seventies TV show. Gillette is faking the past here, which is more than a little worrisome. How many young people will walk away from this believing in the reality of that rapist/racist television show?

The next scene shows us a rapper disrespecting women — but which rapper is this meant to represent? I’ll tell you, since I’m a bit of a rap scholar: this is a whiteface portrayal of Tyga, by an Italian or Hispanic actor. Just to drive the point home, the scenes from the “rap party” that follow are all-white. To do otherwise would be to show black men in a negative light, which would be a complete and utter career-killer in the advertising business. No surprise, therefore, that in the series of short vignettes than follows, the villains are all white men.

As with the Audi commercial I discussed a few years ago, however, these aren’t just white men — they are largely poor white men, almost always either overweight (which is Hollywood for poor) or old (which is Hollywood for evil.) And the children who are running in a group through the scenes, terrorizing people and bullying everybody they see? They’re lower-middle-class white kids, with sharp features and generic clothing. We see them running by a single mother and her son, as the insult thrown at that son — SISSY! — hangs in the air. The purpose behind the broad portrayal of these white-trash bullies, with their homophobic taunt? Why, it’s simply to distance them from the intended viewer and provide reassurance that the social distances are still in place. Again, this was done in the Audi Super Bowl ad: the bad kids were all white and poor. Still, it looks like they have the upper hand at the moment. Which is pretty scary, because nobody wants to live in a world where young white boys grow up to run the world. What is this, 1943 or something?

“But then,” the narrator intones, “something changed.” We see a bunch of news anchors talking about “#MeToo”. A bit of real-life footage is shown: Terry Crews, the former NFL player who detailed sexual abuse at the hands of other men in Hollywood, is shown saying that “Men need to hold other men accountable”. Are you surprised that it’s Terry Crews and not, say, Ronan Farrow, who took tremendous risks and worked like a dog to bring the Weinstein allegations into the light? If you are, then you haven’t really been paying attention.

Enough of that. Now it’s time for us to see some scenes of GOOD MEN stopping BAD MEN. Are you ready? Scene 1:

Scene 2:

Scene 3:

Scene 4:

Huh. Are there no white men who can be of any help in this movement?

Note that there’s a black fellow standing in the line of BBQ LOSERS, but he’s overweight and dressed like his white compatriots. Not very woke of him. And we know this is a lower-class function, because the men and women are separated. The good news is that the bullying has been stopped. Except that this doesn’t look like bullying — it looks like two young boys fighting. Which, in any sane society, would be treated as less of a tragedy than the Rape of Nanking. It’s okay for boys to fight, particularly when it is one-on-one without weapons involved. After all, boys will be boys — shit, just by saying that I’ve identified myself as the next Juan Peron or something.

Not to worry. This scene won’t last. It’s all just a run-up for this advertisement’s money shot: a father stops bullying. Let’s take a look at the father:

Just your average curly-haired father walking down Wall Street, really. Unlike every other white dad in the ad, he’s not fat and he’s not poor. In fact, he’s kind of a “Marty Stu” Woke Dad: confident without being aggressive, manly without being toxic. Is he meant to be Jewish, with that hair and that business-casual approach to personal style? Could be. I’m not sure it matters, although I am dead certain that the ad agency took particular care in building the scene. I’d say that the actor is probably Jewish, something that you can’t say about any of the “bad” white men in the ad up to this point, most of whom appeared to have been chosen from community-theater takes on “King Of The Hill”.

He sees the bullies running through the street, towards some innocent victim, and instead of saying “Boys will be boys”, he decides to involve his adult self in a childhood disagreement. This would be considered trashy in any real-world context, but it’s okay, because of what we see when he runs to stop the bullying:

He may be Jewish, he may not be, but he is absolutely part of the fabled one percent. His son is wearing a day-school Oxford, while our hero is wearing an 18k gold pilot’s watch, something along the lines of this $13,200 IWC. What is this, a flippin’ Patek Philippe ad or something? In fact, it’s odd just how closely the father and his son resemble the father-son couples in upscale watch messaging. The only real difference is the ethnic appearance of the father. Not the child, who looks just like the Patek kids, but the father. Gosh, can being rich really turn your children into WASPs? Let’s not worry about that now. We have bullying to stop. Just in time, wink-wink, the protagonist, his spoiled-brat son, and his thirteen-thousand-dollar watch arrive at the scene of the bullying and stop it. The commercial fades to blue. The world is saved.

Have you figured out yet that this is not really a commercial about #MeToo, or about bullying, or even about razors? In reality, this is just a further development of the SuperBowl Audi commercial, in which a rich white girl and her rich white dad win a kart race against a bunch of white trash. In this commercial, we see a rich white-ish fellow who, after learning how to be a real man by watching the Men Of Color in the example clips, emulates their example and successfully stops a bunch of mean poor white trash from bullying a kid.

There’s so much more to discuss here, from the bizarre wish-fulfillment aspect of it (presumably this nerdy-looking dad was bullied himself as a kid, and now he can literally shove those same children around) to the dozens of cultural affirmations scattered through the footage (the mother of the bullied child is obese, the smoky desire shown by the bathing-suit girls towards their dreadlocked saviour, the fact that someone in that same scene is holding a VHS camcorder!) but I think the most important aspect of Gillette’s little lecture is how well it implements Rule #13 of Rules For Radicals:

“Pick the target, freeze it, personalize it, and polarize it.”

The target here is clearly bad-thinking poor white men, who are chosen, “frozen” into stereotypes, “personalized” in the vignettes, and “polarized” by being set apart from PoC and Woke Whites. And that point it’s really just a matter of when the women behind the whole thing decide to show mercy.

Alright. It’s a bad piece of work — maybe an evil one. Who cares? Well, given that the surface message of the advertisement is that children respond to what they see on screens, shouldn’t I be worried about image that show children like my own son as evil, malignant creatures who are subject to physical intervention from Woke adults? What do I tell my boy about this? That he needs to “be better” than the kids who look just like him? That he needs to be like… Terry Crews? Or the Patek Philippe dad? That there is no potential role for him in the future besides that of the villain? What if he took that to heart? In fact, what would happen if every high-IQ middle-class white boy in America decided that they were, in fact, villains, and decided to act as such? Doesn’t that take us directly to the world of Atlas Shrugged? Isn’t that how the Freikorps came to exist?

Thankfully, my son probably won’t see this ad. If he does, I’ll use another one of Alinsky’s tactics: I’ll ridicule it. “Oh, look at that wimpy dad beating up on ten-year-olds! Yeah, he’s real cool, isn’t he? What kind of goober thought this up?” My actions, however, will not change the fact that I, and all the other fathers of young middle-class white boys out there, will be fighting a battle on this subject for years to come. It’s not even a battle, really. It’s an undignified retreat, a headlong, panicked flight from the vicious and vengeful people who want to remove us from the American conversation. It’s our fault, really. While we were making money and buying homes and trying to be better men ourselves, there was a battle for the future taking place: in the media, on the campuses, in the minds of voters. We just didn’t miss that battle. We missed the whole war. And by “missed”, I mean “lost”.

86 Replies to “Gillette Will Teach You How To Bully”

  1. AvatarRonnie Schreiber

    Random reactions:

    Harry’s had their own series of woke tweets last year.

    The kid has the same nose and chin as the dad.

    Except that this doesn’t look like bullying — it looks like two young boys fighting.

    And the smaller boy has the upper hand. The little kid might be stopping the bullying on his own.

    Don’t despair. The soy boys and greivance feminists have, at most, 1.6 children per couple. We know from repeatable studies that women, including feminists, are more sexually attracted to tradtionally masculine, even “sexist”, males than they are to wimpy effeminates. Combine that with NPC soy boys being programmed to be submissive to women and I can see that such couples would not be hot to trot.

    Meanwhile, religious Christians and Jews are having 5+ kids. The left is counting on importing new Americans to replace themselves since they aren’t haven’t enough kids to do so, but I’m not sure that those immigrants will demographically overcome traditional couples having lots of kids.

  2. AvatarCarmine

    When will we reach “peak stupid white people” in advertising?

    We have Liberty Mutual showing a white man throwing his wallet into the ocean

    And Little Ceasars has a fat white couple literally slamming their heads into a table to see how thin the crust is on a pizza…….

    Jack did you see the Audi Holiday feces this year? Similar theme except every good kind Audi owner was POC and every bad person in the ad was white.

  3. Avatar-Nate

    So much nuance Jack ! .

    I’m a casual student of psychology and I always find commercials so full of the little details you point out .

    Much ado about nothing IMO, BTW : are Harry’s Razors any good for the (unknown) price ? .

    I use disposables, multi bladed ones bought cheaply in huge bag fulls .


      • Avatarrnc

        Crazily enough Nate I’ve found the Walmart brand that is made to attach to the Mach 3 or whatever handle to be superior to the Gillette blades (at 1/4 the cost). Gillette’s seem to be made to last one shave.

        Think I’ve been fortunate to have not seen the commercial, a lot of what Jack writes I don’t agree with (still read it), but the pussification of American youth goes over board, I used sign about one bullying slip a week at my son’s after school program because they are talking smack playing basketball, we the dad’s walk in, see them waiting for us and just laugh. He walks home now, at 10 and people look at me like I’m nuts.

        Ronnie – I attend a non-demoninational church, even the home schooling fundy’s are stopping at two kids (and I live in the home land of the Duggers and quiverfull non-sense).

        • Avatar-Nate

          Thanx Gents ~

          As it turns out, I have a *very* tough beard, my ex used to shave me when we lived in Guatemala City (if you’ve never treated your self to a shave by straight razor, do so A.S.A.P., it’s wonderful) and she complained endlessly about how my whiskers dulled her straight edge razor badly .

          I’ll give the wally mart ones a try, the problem with the Gillette ‘Good News’ and Sensor Plus 2’s is : uneven quality control ~ some times I only get one shave before it begins to scratch & nick, others it lasts a week .

          Yes, I always rinse out and dry my razor and store it in a dry place .

          Teaching children is really important ~ I was just ignored and allowed to do whatever, not the proper way to ready children for adulthood .

          Teaching them to be afraid is also wrong .

          I see so many frightened children and manchildren these days, by the time you’re 20 or so you sholdn’t be in fear of anything .

          I wonder why so many kids gravitate to me ~ I’m old & crippled, poorly educated and decidedly UN p.c. , yet they come to me for all manner of things .

          Three year old Kai is just now involving me in learning what to do with balls, basketball sized soft ones ~ he loves to throw and catch, I’m uncoordinated and miss or drop the damn thing 1/2 of the time, he seems to be having great fun and is learning agility, hand eye coordination and so on….

          (really ~ treat yourself to a proper hot strop razor shave at least once ~ I’m sure you’l love it including the hot face towel wrap)

        • AvatarHarrison Bergeron

          What are the walmart ones going for? I currently use Kirkland brand got the handle and 14 heads for 19.99 and an 18 pack of refill cartridges is the same.

      • AvatarNYCFinanceGuy

        Everything else equal, I prefer to buy (in this order):

        1) Made in USA by an American company
        2) Made in USA by a foreign company
        3) Made abroad by an American company
        4) Made abroad by a foreign company

        You mentioned that Harry’s razors are made in Germany by an American company. While according to the article you linked, Gillette Fusion5 razors (which I use) are still made in Boston. So I’m sticking with the Fusion5s, at least until Gilette hints they might move the factory.

        I don’t really care about a company’s politics. Executives and advertising hacks come and go. But the American factory workers and rank-and-file employees need our support, regardless of management’s stupid and misguided messages.

      • AvatarRobert

        I like using Feather safety razor blades – made in Japan. $0.15 a blade. I can barely stand to shave with disposable cartridges anymore – my whiskers could be recycled as industrial grit. Harry’s come close, I use them when I can’t bring my shaving rig (soap dish, brush, etc.).

  4. Avatararbuckle

    “The target here is clearly bad-thinking poor white men, who are chosen, ‘frozen’ into stereotypes, ‘personalized’ in the vignettes, and ‘polarized’ by being set apart from PoC and Woke Whites.”

    Soon I’m going to need a VPN to read this site.

    • Avatarhank chinaski

      At this point, if you don’t need a VPN and related opsec to read something out there, it’s probably not worth reading.

      “What kind of goober thought this up?” Debbie Reiner. It’s right there at CH and all the other crimethink sites.

      As for the future, they know damn well that Freikorps are an option on the menu. That’s why we’re in Huxley’s world of Soma holidays (Adderall/ legal weed/ opioids), orgy porgy (tinder) and the feelies (vidya). We’ll get a generation of ‘Floyds’ until there’s another world war to cull them down.

      Galt’s Gulch? Where? Mars you say? Sign me up.

      I shave with an electric. I will stop buying other P&G products.

    • AvatarKevin Jaeger

      I just hope when this site is forced to the dark web I can follow it there.

      Jack is right that we’ve lost the war and they’re becoming pretty diligent about hunting down the dissidents.

  5. AvatarJohn C.

    p+g is out of Cincinnati. If this is what they are spending their money on, isn’t this war already lost. Or is it just another VW insulating themselves hiring Birnbaum?

  6. AvatarRonnie Schreiber

    Here’s a question for feminists: would you want your husband to pass up a promotion that comes with a $10K/yr raise so that a qualified woman could instead get the job?

    • Avatareverybodyhatesscott

      Here’s a question for feminists: would you want your husband

      They don’t have husbands. It’s amazing how many former feminists have a kid or two and whine they don’t get to stay home with it and never connect the dots it’s their younger selves fighting being the reason they don’t get to stay home with it.

  7. AvatarScout_Number_4

    I heard some local talk radio knuckleheads talking about this yesterday–I was nauseated without even looking at the ad, but had this thought–sounds like the Audi ad, perhaps Jack will give us a post about this one, too. You have delivered again, thank you, Brother.

    The way white men are consistently portrayed in all media has bothered me all my life, it’s nice to know I’m not the only one that has noticed this. God bless you, sir.

  8. AvatarRonnie Schreiber

    What I find most troubling is that undoubtedly the folks at Gillette and P&G focus tested this. They had to know there would be a backlash. Either they don’t care due to a devotion to social justice or they think it will help sales despite a backlash. Women make 80% of consumer purchases in the U.S. and it seems to me that a significant number of razor blades men use are in fact purchased by their wives when doing grocery shopping.

    • AvatarDanio

      Since I first heard of this, I asked myself why they would put this out there and have been trying to think of an angle.

      Perhaps you’re right that it’s targeted at women making purchases *for* men and “woke” men who identify with this narrative. Perhaps that number of customer is > than cis white sexist dinosaur men. I’m not in that biz, so I don’t know.

      Otherwise I’d chalk it up to the hype, any publicity is good publicity.

  9. AvatarNick D

    As a father of 2 boys, I try to challenge what they hear at school and, particularly for my youngest – who sometimes gets picked on by his older brother or his friends – constantly remind them that things won’t always be fair or right. There will be mean people and bullies. But they will have to deal with it, by standing up when appropriate or learning to ignore it and not let someone else get under their skin.

    I think I demonstrated this last year when we just disembarked from an early morning flight from Chicago to Seattle, and a childless waif of a man carrying an emotional support animal had the temerity to yell at them playing with each other while we waited in the baggage claim area. My (slightly exhausted) gut wanted to deliver a beating or at least have a confrontation, but the number of police and cameras militated against that approach. So I started at him until he moved to the other side of the carousel while the kids continued playing – his biceps were smaller than my wrists and I was wearing a grease-stained Carhartt jacket that added more bulk, further contrasting against his pristine Lulu yogawear. My kids knew something happened and asked if the guy was yelling at them. I explained that some people are just jerks and they did nothing wrong, but not every action demands a reaction.

    Also, I bought a Racers360 analysis of my recent race at Laguna Seca. Extremely useful and thanks for the lead.

    • AvatarHoffman

      Some guy is shouting at your kids and you started(sic?) at him? Some noodle armed waif? Do you know how pathetic you sound?

    • AvatarDR Smith

      Great, now I have to switch from Harry’s to something else. Anyone have any ideas.

      Also backs up my first comment, and likely a part/reason why Harry’s has a good chunk of the 18-35 market; too many thirsty young guys whom think by being nice and agreeing with the Hive they are going to get some pie…..they will grow out of it, maybe, eventually. If not, involuntary MGTOW is always an option…..

        • Avatardejal

          CVS house brand + Daxton the Family Dollar house brand have the exact same triple. Not bad. F.D. is cheaper.

          I’m currently trying Dorco 4 blade and may buy more if there’s a sale (there’s always a sale, but their sales only lasts a very short period of time – sometimes less than a day). A LOT sharper than the CVS/FD.

          I usually don’t care what the owners of a company stand for and espouse. I do when the company itself does.

          Like Jeff Bezos. Liberal tool. Hooks up with gold-digger. But, I do like(love) Amazon.

  10. Avatardejal

    I’m currently trying a Dorco 4 blade. So far so good. I think they may make some of the Dollar Shave Clubs.

    San Diego headquarters. I don’t think they are US made. Company was originally Korean.

  11. AvatarNoID

    I’ve been using the Dollar Shave Club “Humble Twin” for a few years now and I’ve been very satisfied.

    As for the advertisement, I’m 100% on board with the audio I’m hearing. That said, they completely whitewashed the visual content to play it safe with the PC overlords so I’m not OK with what I’m seeing. As well, I can’t think of any fathers in my fairly economically and ethnically diverse circle who would watch two of their children having an actual fight and act like those fathers (or the mothers off to the side who are also doing nothing) in the advertisement. Parents know the difference between playing rough and fighting, and no good parent is going to simply watch while their kids have an actual fight. Most bad parents won’t either. But plenty of good parents will let their kids roughhouse, and even encourage it, because that’s how they learn boundaries associated with pain and insult. You can’t learn what hurts people without hurting and being hurt.

  12. Avatarscotten

    Not surprised Joaquin Phoenix never liked Hollywood that much… between his unusualy family life (check it out, very hippy-like) and losing his brother to the Hollywood “machine”… his reaction is inline.

    • Avatarscotten

      And for Advertising America to use *black men* to show how women should be treated is an absolute joke. I’m sure I’ll be marked as a racist by the Powers That Be, but I live in Chicago which is home to a lot of black violence and single mothers raising too many kids without fathers.

  13. AvatarKen

    Yeessssss. Early weekend gift here. Heard about the ad on the drive in from NPR. Even NPR thought it over the top. I had the thought, “Wonder what Jack’s take is” and here it is.

    Nice and spot on.

  14. AvatarDR Smith

    @ Jack Baruth;

    You raise many fine points with this post, but I disagree with this sentence/statement: “Therefore, when you see a commercial from a major American corporation promoting a particular social message, you can be absolutely certain that the message in question has long been firmly ensconced in our secular ideology.”

    Yes, that statement is true for 51% of the people currently living in the United States – so i guess that makes them think they have enough legroom to turnoff the other 49%. However, by my figures, their math is wrong – the current market for most of the shaving products is men over 40 ( – at least since 2014. Research also points out the their most disruptive competitors (Dollar Share Club & Harrys) own the 18-35 market. What’s wrong is that the market that would likely approve or at least consider the message in the ad are the least likely to buy their products, where as the people most likely to buy their shave products (GEN X and older) would treat it with bemused smarm at the least or outright hostility…and the YouTube comments bear this out.

    This is nothing more than a blatant & cynical attempt to pick up more market share for a demographic that already does not buy their products. No amount of virtual signaling will not bring them into the fold, if for no other reason it is a brand/product label “old man – something their Dad used” and uncool. The exec at P & G/Gillette should be reassigned to the toilet paper accounts, they’d do less harm there – and they should have known better, really.

    • AvatarCarmine

      This is similar to how Johnnie Walker ads have now been loaded SJW garbage for about the past year, from “Chicano Batman” singing the always annoying “this land is your land” song to a more recent commercial showing a happy bi-racial lesbian couple celebrating their wedding with some JW.

      There is also another recent one for Crown Royal following around a Puerto Rican dude, nevermind he has about 3 hits of Crown BEFORE he gets to a bar to have some more with friends…….

      • Avatarbaconator

        Many (most?) alcohol ads are like the scenes in John Carpenter’s “They.” There’s a regular message for most people. Then — put on the decoder glasses — there’s a second, hidden messages for the hard-core alcoholics who are the “high-value customer” of the alcohol companies.

        There was a Bud Light commercial captioned “when Friday night with friends turns into the whole weekend.” Uh-huh. And what type of person does that happen to?

  15. AvatarDR Smith

    Jack – 2nd comment.

    Don’t be too hard on yourself. I’m actually a bit older than you (50), and the war was actually fought and lost with our fathers, whom continued to give ground to radicalism & liberalism is all it’s worse forms in the hopes that appeasement would make them happy. In my father’s case, I guess the lesson of Neville Chamberlian and “peace in out time” was lost on them.
    I saw this with full 100% confidence my father was to blame – i thought he was just very liberal, when it turns out he really leaned more to the communist side of the political spectrum. We only found out by accident in the late 70’s when one day a Michigan State Police officer stop by to apologize to my dad – and hand him a file. It was a confidential file from the FBI and MSP; they had been keeping on him since the late 40’s/early 50’s, likely because shortly after WWII and he went back to college on the GI Bill, he join a campus communist organization. He never said why he join, and it was never discussed…but I never got along with my Dad or understood him likely because he was far left and I am hard right, and always have been.

    Maybe what my 2nd oldest brother blurted out one day was true – I was the bastard son of a brief hook up between my mom and our family doctor; would explain a lot (my middle name, and also that my mother had good taste in her day).

  16. AvatarAoLetsGo

    One of my favorite movies right up there with another Russel Crowe movie – Master and Commander.
    Great film score also, Sorrow and The Emperor is Dead are two tracks I play on a loop when a friend dies.

    I find it a little amusing that in the movie Maximus is the hero and Commodus the villain where in real life Phoenix is appears to be the better man.

  17. Avatarsilentsod

    Unlike all you SISSIES I shave with a SAFETY RAZOR at $.10/blade.

    I am not, however, man enough to shave with a straight razor.

    • Avatar-Nate

      “I am not, however, man enough to shave with a straight razor.”

      Neither am I and less so since my neck surgery because of the lived raised up scars that catch & bleed so easily .

      This is why I strongly suggest all Men treat themselves to at least *one* good strop shave, the works .

      “I like small rituals and the act of working up some lather with a brush and then applying it gave me some pleasure.” yes, indeedy .


      BTW : “And as a final note, IOTBW.” well, duh . it’s O.K. to be whomever you are .

      “Jack is right that we’ve lost the war and they’re becoming pretty diligent about hunting down the dissidents.”

      This comment indicates you’re chosen to live in fear, that’s not the American way and you don’t have to accept it one bit .


  18. AvatarRobert Evans

    I always learn things at RG, from both the features and the comments. And more than once I’ve been compelled to educate myself on a topic. TIL that my Bic disposable razors are likely designed & tested in Greece and then manufactured in Brazil or Mexico- three countries where the men are still (swarthy) men and PC culture is a laughable concept to both sexes (yes, I claim there are only two). Bic lighters are great too, and made in the USA. Merci and bonne nuit mes amis.

  19. AvatarRonnie Schreiber

    I guess I was just a hipster before my time. I never got rid of my vinyl record player. I’ve had a beard most of my adult life and the sun has not shone on my upper lip since puberty. For a while, when I had to wear a respirator when spraying paint at work, I did have to remove my beard. I’d usually use a battery powered razor on my way to work, but I found my grandfather’s Old Spice shaving mug, and bought some shaving soap and a safety razor. I also have my great uncle’s safety razor but that’s literally too close for comfort.

    I like small rituals and the act of working up some lather with a brush and then applying it gave me some pleasure.

  20. AvatarCliffG

    Somewhere between the late 1960’s and the late 1980’s TV morphed from Father Knows Best to Father Knows Nothing, and it all has just winded down from there. The fact that Levi’s, Nike, Gillette, Harry’s (I’ll miss you), etc. have some kind of need for me to know their politics is partly strange -these aren’t niche marketers after all – but wholly narcissistic. I get frustrated by the narrowing of my consumer choices, but it does force me to search for brands that I might not even bother with, i.e 5-11. I would hope that at some point the liberal followers would look for good results rather than good intentions, but I won’t hold my breath.

  21. AvatarDirty Dingus McGee

    My buying habits for a razor amount to zilch. Since 1977 the sun has only shone on my neck for a brief period 20 years ago when I was a “guest” at a county facility. The ad will likely help shift some of my other purchese’s tho.

    As other have noted, this sort of crap has been going on for a while. Look at any ad for a security system for your home, and EVERY criminal is white guy. Perhaps it works like that in some lily white area in the middle of Idaho, but not in anywhere else I have traveled to.

    I will continue to live the way I learned 40-50 years ago; do the right thing as best you can, treat others the way you want to be treated, deal with stupidity in the manner it needs to be dealt with. If that means smacking somebody in their soup cooler, so be it.

    And as a final note, IOTBW.

    • AvatarHoffman

      Lots of stupid people out there, you smack them often? When was your last fight, Dingus?

      So many Internet tough guys out here.

        • AvatarHoffman

          Amusing. You have pulled dildos on people for traffic infractions. You have boasted about pulling dildos on people to “calm them down”. Ever had someone in your sights and watched the poor fuck die? Shakes head
          Stolen valor? Only non-serving no-marks care. You definitely don’t smell of any slipstream. (Apologies if you have dildoed.)

          • Jack BaruthJack Baruth Post author

            No need to go all PTSD on us, champ. We get it. You’re gonna be in charge of deciding who is tough on the internet and who isn’t.

          • Avatar-Nate

            “No need to go all PTSD on us, champ. We get it. You’re gonna be in charge of deciding who is tough on the internet and who isn’t.”

            Oh, phooey ~ I just finished ironing my ‘Bad Boys Club’ tank top too……


      • AvatarDirty Dingus McGee

        Being as you asked, about 2 years ago. Some folks see an old, 30 pound overweight guy and think it’s gonna be easy pickings. They should maybe look a little closer. The scars and knobby knuckles didn’t come from knitting sweaters for my wife’s boyfriend.

        Being as you’re given to making assumptions from an internet comment, I’ll make one about you;

        If you were half as smart as you think you are, you would be twice as smart as you actually are.

  22. Avatar98horn

    We don’t lose until we quit. Winning doesn’t mean you aren’t going to get knocked down, it just means that you get back up again.

  23. AvatarTyler

    I wonder if Canadian Club’s retro-sexual “damn right your dad drank it” campaign would ever be green-lighted today. I thought it was brilliant. A decade ago we were still self-aware enough to make fun of our societal daddy issues.

    Gillette’s problem isn’t just getting younger men to choose higher-margin Gillette cartridges but to choose daily shaving, full-stop. I think the ad’s invisible subtitle reads, “shave every day with Gillette and you’ll look more employable in places where this sort of thing matters, tell them you liked our commercial”.

    I have a suggestion for their next campaign by way of my wife, on days when I’m feeling my oats and attempt scruffy beard + open collar, which is to remind me that but she just checked and I am not Tom Brady.

    • AvatarRonnie Schreiber

      which is to remind me that but she just checked and I am not Tom Brady.

      Next time she does that, ask her how she’d feel if you compared her, negatively, to Mrs. Brady, Gisele Bündchen.

      Most husbands wouldn’t dare do that.

      • Avatar-Nate

        “Most husbands wouldn’t dare do that.”

        ? Why the hell not ? .

        What’s good for the goose is good for the gander .

        My psycho bitch ex GF learned this the hard way .


      • AvatarTyler

        @RS: it is, sir, a joke, one which I started.

        Sprang out of a conversation that scruff+no tie : men :: jeans-day Fridays : women. Which is to say, an ostensibly democratizing, casual fashion that actually looks good only on those with some distinct natural advantages plus disposable income and grooming time.

  24. AvatarMrGreenMan

    If that hypothetical TV show from the ad existed, wouldn’t the joke be that she would turn around and blind him with the feather duster as well as knee him in the crotch? They can’t even portray that right in their little feminist screed of penis envy; if you had a sitcom (which was the genre they picked; the audience – which included at least one woman – laughed uproariously), the joke would be how the creeper got the short end of the stick, even if the maid was apologetic after poking him in the eye.

  25. AvatarTom C

    Am I the only American male that uses Schick products? Love them! I’ve tried Gillette and they do not last whatsoever, even their most expensive ones.

    As far as this stupid Gillette video is concerned, well I just said it. It is stupid.

  26. AvatarRonnie Schreiber

    Barbasol, which makes it’s shaving cream in Ashland, Ohio, introduced their own line of disposable razors last year.

      • Avatar-Nate

        “Ah, Barbasol, favorite of tween Halloween miscreants for generations, or so I’ve heard.”

        It’s a staple of the Blue Collar folks who shop @ The .99 Cents Store…..

        I’ll keep an eye out to see if they begin carrying Barbasol razors, meanwhilst I think I’ll give the Fusion 5’s a try, I wonder if it’s the same factory in South Boston I remember from 1962 ? .

        (who doesn’t use shaving cream, I shave in the shower)

    • Jack BaruthJack Baruth Post author

      The difference here is that Nike decided long ago to move to a business model where they sell trash to trash. Those people love Kaepernick. Gillette’s customer base isn’t as stupid.

  27. AvatarMike B

    I’m pretty sure most of my guy friends would thumbs down this video, watching alone on their phone. But if you asked them at a party how they really felt about it, with a mixed gender audience listening, they would say some non-opinion mush about how it was a “bold move,” just to be polite amongst company and avoid a public argument. I don’t think it’s a stretch that today’s Tinder guys think girls want them to be “woke,” and they’ll say exactly what needs to be said… in order to get in their pants. At which point, they’ll find out just how woke she wants her man to be.

    Most people won’t say to your face what they’ll say behind your back… or say online. And that’s how we get some numb level of cultural acceptance of PC tropes, because nobody wants to offend anybody face to face, so we dance in circles talking about how inoffensive we can be. This is why Gillette only stands to gain from this ad, just like Nike did.

  28. Avatarstingray65

    For a supposedly woke brand, Gillette certainly missed the boat on the key issue of today – some men don’t have beards or a set of balls.

  29. Avatar-Nate

    ??!! WTF ??!! ~

    ‘callout culture’ ~ this is bullshit they just want to play victim .

    This morning before sunup I was tanking up my car for a Road Run and some heavy set well dressed white kid came to me begging, I looked at his clean, new clothes and shoes and said ‘no’ .

    After I filled the tank I noticed him sitting in front , smoking a cigarette and talking on his _CELL_’PHONE_ ! what the living fuck is this bullshit ? NO SHAME, GO OUT AND GET A FUCKING JOB YOU LAZY ASSHOLE .

    I don’t cry and whine about being broke, old, crippled etc. because is is what it is ~ I don’t want any hand outs and neither should anyone else .

    Just a fair chance at life, if this means hard dirty work in the rain and snow, so be it .


  30. AvatarRonnie Schreiber

    It looks like some companies don’t think masculinity is toxic. Egard Watches are assembled in Atlanta and Toronto with Swiss and Japanese movements.

  31. Avatartrollson

    Is a discussion about an ad really just an ad in itself?

    I haven’t seen this ad and I don’t plan to, but it seems to be wildly successful since so many people are talking about it. Sounds like they even got some free airtime on NPR for it as well.

    • Jack BaruthJack Baruth Post author

      I agree that there’s no such thing as bad publicity… unless it makes permanent enemies out of customers. To me, this is a typical quarterly-profit-oriented move. Two years from now, when the wives have been captivated by another advertisement but the husbands are still simmering with resentment… well, that’s a problem for the NEXT agency and the NEXT management team.

      • Avatarjc

        Do you really think the majority of guys are going to simmer with resentment for two years over a cheesy preachy commercial that tells them to stop being assholes?

        I think the majority of men have bigger things to worry about like making the monthly nut and getting enough exercise to stay out of the cardiac ward.

        • Avatareverybodyhatesscott

          I’d say Jacks hyperbolic with ‘seething with resentment’ but I’ve added plenty of companies to my “Don’t buy from them” lists and don’t much think about it past that. I’d add Gillette but I already didn’t buy from them

  32. Avatarjc

    Honestly I can’t see what you guys are all so wound up about.

    I thought the Gillette ad was preachy and somewhat amateurish. But the actual messages seemed to be things like “leave the maid alone”, “don’t talk over your female colleagues at work”, “don’t act like a arsehole frat boy on spring break”, “support your daughters”, “break up fights”, “stop kids from picking on each other”. Not exactly controversial. And the use of all the black guys, if anything, looks to me like a heavy-handed message to black guys, “hey black guys, be like the pro athlete, or the father with his daughter, or the guy on the street who opposes wolf-whistling passing girls; not like the guy waggling his tongue at the hot-bikini contest”.

    It seems to me that guys who spend a lot of time obsessing over “what it means to be a man” have some questions whether they’re making the grade. I never really understood that. I mean, I check in the pants, the equipment’s there; I’m well past puberty; beard – check; sex life – check; gainful employment – check; trying to treat others as I would be treated – working on it, but at least I’m working on it; don’t have any children, but I could have had; haven’t been in a fight since sixth grade, would probably get my ass kicked, but I’m not really worrying about it. I think my friends and co-workers have some level of respect and regard for me. I think my wife loves me and wants to stay married.

    Am I missing something here? Do I need to be swanking about with my chest thrown out, challenging all comers to a no-holds-barred battle of something or other, or trying to get in the sack with as many women as I can, or something? Seems like an awful lot of trouble to carry around; I’ve only got another 25 to 40 years; I think I’d rather spend it on something else.


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