Issues, Politics

Gillette’s Preachy Ad Continues War on Men

Gillette’s latest ad, which tells men what’s wrong with them, is continued evidence that there’s a war on men in America today, and we have “woke” groups to thank, including social justice warriors, the #MeToo mob and feminists who seek to emasculate and belittle men at every opportunity.

For starters, since when does anyone — in this case, a manufacturer of men’s shaving and body products — have the right to tell an entire gender how to act or, even more intrusively, how to raise their sons? Alluding to its own slogan, the company degradingly asks in the ad, “Is this the best a man can get?” Last time I checked, raising children is a parent’s job, not the purview of a disposable razor company whose products, after a few uses, get thrown in the trash — exactly where its male-bashing ad belongs.

Gillette made a massive marketing miscalculation by lecturing men on how not to be bullies and sexual harassers. (Catcalling’s a no-no.) Heaven forbid they display any signs of masculinity. In other words, Gillette wants men to do away with the notion of “boys being boys.”

Perhaps the company has forgotten that alpha male “boys being boys” were who fearlessly stormed the beaches at Normandy and led Allied forces to ultimate victory in World War II, putting an end to the Holocaust and Adolf Hitler’s satanic grip on Europe. Boys being boys dressed in New York Police Department and New York Fire Department uniforms bravely rushed into collapsing buildings at ground zero during 9/11, rescuing lives while risking — or losing — their own. And let’s not forget the brave boys being boys on United Airlines Flight 93 who charged the cockpit and battled with terrorists, thereby diverting the hijacked plane from its target, the U.S. Capitol — saving countless lives.
If that kind of masculinity — that “let’s roll” bravado and heroism — is what “boys being boys” is all about, someone should tell the “woke” crowd we need more of it, not less.

In fact, it’s in men’s DNA to protect others — something sorely missing in Gillette’s virtue-signaling, condescending ad. Instead, it painted men in broad stereotypical strokes as boorish subhumans in need of etiquette school, stat. That’s certainly no way to treat millions of its customers, especially the many who work hard, create useful things — such as razors — pay taxes and serve in the military, in addition to being loving fathers, brothers, sons and caregivers.
And dare I say in politically correct modern America that many are also providers? (Gasp!)

But that’s just my opinion, a woman who doesn’t get offended by catcalling. Truth be told, anytime I walk past a construction site and men smile, pass along a compliment or whistle, I laugh, knowing their actions, in the broad scheme of things, are harmless. After all, with all the real problems plaguing humankind — cancer affecting millions, the opioid epidemic and endless wars — don’t we all have more important things to worry about?

But that’s just me, a red-blooded American woman who appreciates red-blooded men just the way they are — pretty darn perfect.

Adriana Cohen is a syndicated columnist with the Boston Herald. Follow her on Twitter @AdrianaCohen16. To find out more about Adriana Cohen and read her past columns, please visit the Creators Syndicate webpage at


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