This past week, Procter & Gamble released a commercial that has sparked controversy.

For those of you who haven’t seen the ad, is was created was to celebrate the 30th anniversary of the “The Best Men Can Get” slogan. The new marketing campaign, “The Best Men Can Be,” was to promote positive values among men.

The commercial tackled such controversial (yet publicly known) issues like sexual assault, bullying and toxic masculinity. However, instead of a thought provoking response, this very commercial got very negative reactions, especially from the right-wing. The right-wing has tackled the commercial by calling it “left-wing propaganda,” saying that it is accusing its customers of doing said issues that the commercial tackles, and has way too much of a misandrist view.

Personally, even though the commercial could’ve been done a bit better on its presentation in my opinion, I believe that these negative responses are simply an overreaction of a commercial that tackles such touchy issues, or simply, these critics misunderstood the commercial in general. From how I see it, Procter & Gamble is trying to promote that men are teachers to the boys who will eventually grow up to be men, and that bullying and sexual assault is wrong. This commercial doesn’t stereotype all men to have toxic masculinity. This is seen by the moments where a few men are trying to make the wrong type of advances towards women, but at some moments, they are stopped by other men.

On the sexual assault bit, this is an issue that has been happening throughout the past couple of years. In many of the recent cases of sexual assault, the perpetrator has been a man. The commercial did point out one bit where it shows Hollywood actor, Terry Crews, telling Congress that men “need to hold other men accountable” for their actions.

What the commercial tries to promote is not a third-wave feministic, accusatory message against men. If it were so, Gillette would not have the “Best Men Can Be” message. It would have a “Men Are Complete Garbage and Should Die” message. Nor is it against masculinity in general, like many of these critics are trying to make the commercial out to be.

Plus, there is the issue of “Toxic Masculinity.” This does exist in abusive/submissive relationships where men see women as sexual objects, and not as an individual to respect and love. By the way the critics of the Gillette acts, it seems like they didn’t even watch the commercial at all.

Pretty much, this overreaction from the critics to me is both stupid and hilarious to the point where a friend compared these events to that of one of an episode from South Park.

When it gets to the point where someone compares a controversy to an old South Park episode, I think this is where we can agree that this whole overreaction to a Gillette commercial is completely unneeded.

I hate to be as frank as I can in this column, but I feel I need to put my foot down once again. Ever since certain people started getting offended over the pettiest of things, this whole “being offended” ordeal is getting rather annoying and out of hand to the point where it really needs to stop.

All I can say now is people — especially those who consider themselves “adults” — need to stop acting like babies and grow up.

Nolan Schmidt is an independent filmmaker, and serves as the County Chair for the Guadalupe County Libertarian Party.

(1) comment


As the psychological pendulum swings, it has now become trendy to portray yourself as a victim traumatized by others.

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