The latest round of man hating kicked off with the launch of a new Gillette men’s razor advertisement, where they replaced their 30 year old slogan “The Best a Man Can Get” with “The Best Men Can Be“.
The ad was designed to attack “toxic masculinity” in the wake of the #MeToo era. The examples in the ad of male behaviour that is deemed toxic is finding women attractive, flirting with women and boys playing rough in the backyard.
The ad, due to the low bar it set for its definition of “toxic masculinity” was widely condemned as insulting and misandrist. There were calls for a male boycott of Gillette products, many highlighting it an odd corporate marketing strategy to call your target customers bad people.
The left and feminists labelled those who criticized the ad as being “triggered” and “snowflakes” arguing how could you object to a campaign designed to help men better themselves and condemns violence and discrimination against women?