Conservatives are up in arms over Gillette’s new ad campaign, and I’m having a lot of trouble understanding why.
The new commercial — “The Best Men Can Be” — debuted earlier this week and has received both praise and intense backlash from just about every corner of the internet.
— Gillette (@Gillette) January 14, 2019
Those criticizing it seemed to have heard only the phrase “toxic masculinity,” which is mentioned briefly within the first few seconds of the video and never revisited. The lion’s share of the commercial celebrates healthy masculinity and moral manhood.
Here’s a rundown of what the ad critiques:
- The objectification and sexualization of women in pop culture
- The dismissal of women in professional settings
- The knee-jerk defense of boys’ bad behavior (“boys will be boys”)
About halfway through the roughly two-minute commercial, the tone changes as the narrator chronicles a series of healthy and biblically sound male behaviors.
“Something finally changed, and there will be no going back,” the narrator said, referring to the #MeToo movement. “Because we believe in the best in men.”
Here’s a rundown of what the ad praises:
- Defending women who are being objectified
- Stopping violence
- Fatherhood that encourages independent children
- Disciplining bad behavior in young boys
- Standing up for those being bullied
The narrator says the world needs men who will “say the right thing” and “act the right way,” noting there are those who already embody healthy manhood “in ways big and small.”
“But some is not enough,” he continues, “because the boys watching today will be the men of tomorrow.”
The truth of the matter is this: toxic masculinity is a real thing. We live in a fallen world where sin runs rampant and morality is sometimes in short supply. Men have occupied the most powerful positions in the world for centuries, and we have a responsibility to own our imperfections and shortcomings.
We all get it wrong sometimes.
God sent his son, Jesus, to earth not only to save humanity from eternal damnation but also to show men and women what true biblical masculinity and femininity look like.
Gillette’s new ad is a perfect reminder of the greatest commandment — the true mark of biblical manhood and womanhood.
“Love the Lord your God with all your heart and with all your soul and with all your mind.’ This is the first and greatest commandment,” Jesus told his disciples. “And the second is like it: ‘Love your neighbor as yourself.’”