Spot on:
More at The Western Journal:
Exclusive: Meet the CEO Who Put His Company on the Line To Stand Up to Gillette’s ‘Toxic Masculinity’ Ad
Editor’s note: The following was written by Ilan Srulovicz, the CEO and founder of Egard Watch Company, explaining why his company produced an ad to counter Gillette’s recent commercial on masculinity.
The story behind making the video is interesting. I made the ad completely alone. The voice in the video is mine and the editing is my own.
I was told by most people around me and in my company that making this video was a terrible idea and could not only hurt my brand but me personally as the CEO.
I used my personal funds on the video because I was worried about the backlash.
The main feedback was, “This will draw attention away from women’s issues,” “The political climate right now won’t support a film like this,” “Ask yourself why no other company is doing it,” etc.
He concludes with this:
The Gillette ad rubbed me the wrong way. I, like the overwhelming majority of men, am absolutely disgusted by sexual assault, rape, bullying, so why throw it in my face as if my “gender” as a whole is toxic? Using terms like “toxic masculinity” is using too broad a stroke to address specific issues — issues which I agree very much need to be addressed, especially after all the crazy stuff we’ve seen in Hollywood.
I am not against Gillette trying to start a conversation about assault, but I do have an issue with how they went about it.
Great call - pity I do not wear a watch. They make some nice ones. The overall response to the video has been impressively favorable too - they are back-ordered on many of their watches.
And, of course, the YouTube Thumb-O-Meter:
I love it - 161K to 2.1K - 76 times greater.
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