I think that Gillette ad is a perfect distillation of the conversation on toxic masculinity. If you really listen to the message of that commercial, it’s essentially just an anti-bullying and anti-sexual harassment campaign. And yet there were so many men who responded negatively to that ad. Even now, there are twice as many dislikes on that video as likes.


Because the ad is about good guys standing up to bad guys — and the people offended by the ad are identifying more with the bad guys.

The problem is not with the ad. The problem is why so many of our society’s men can watch a video like that and identify with the bullies and the sexual predators rather than the guy who is standing up to them.

The people who responded negatively to that ad are, I suspect, a lot like this Hazen guy.


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