The newest Gillette ad has somehow become a breaking point in a brewing culture war.
What the ad manages to do in masterful fashion, and the reason for the flood of outrage, is to present a series of underlying assumptions about the world that are held by a minority of people, but are being talked about as if they were sacred truths. They are not.
The hopeful message of this campaign is that, even though patriarchy is still rampant, there is a new, subdued masculine savior figure who will lead his formerly unenlightened brothers into the light.
In this post, I have a look at the version of masculinity that’s presented by the ad, and what it might feel like to be the woke savior.Read More