Skip to main content
Learn How to Start a T-Shirt Business using RedBubble, Society6 and TeePublic - Click Here
Affiliate link - Thank you for helping to keep this site free.

Why 'We Believe: The Best Men Can Be | Gillette (Short Film)' Misses the Mark

Still from 'We Believe' Gillette Short Film.
If you're one of the few people who haven't at least heard about Gillette's short film, We Believe: The Best Men Can Be then take a moment to watch their video below. It seems like it is an earnest attempt to address undesirable male behaviour and attitudes that have become branded with the unhelpful term 'Toxic Masculinity' but for me, and a lot of people, it just missed the mark.

At this point, the real success of the film, despite the Youtube dislike ratio of approximately 2:1 is the increased brand awareness for Gillette - and I guess the 1 million a year for the next three years they will be donating to programs supporting men of positive action (but they could have done that anyway with no fanfare).



I get what Gillette were going for here by showing examples of past/current behaviour/attitudes in communities, business, and media that has brought about terms like 'toxic masculinity' and the #metoo movement. It's an attempt at reflection on whether men are really doing enough. (Kind of makes sense for a product used in front of a mirror usually).

This is then contrasted against men who are doing more to be better and encouraging their peers to be better which I think is kind of overshadowed by the opening negative examples and the closing statements of needing to do more.

It's certainly true that the boys of today will be the men of tomorrow but we don't really get much of a sense of who the boys in Gillette's film are really learning from. It's kind of ambiguous because the film is raising the question of what kind of example are you setting for them?

In short the film is not really inspirational or aspirational. It's reflective - which may have been the intent in a 'I'm starting with the man in the mirror' kind of way - and doesn't make anyone feel all that good about themselves at the end. The film doesn't really motivate in that uplifting way of saying 'Yeah I want to do better!'

The real heroes of the film are lost in the wishy washy middle bit. The boys who somehow grew up knowing how to be the best a man can be and are passing on those values. Imagine if the entire film had focussed on them?

At the risk of promoting a male stereotype we're not that complex. Give us heroes to aspire to, make them inspirational, and let them lead by example. Most men like to think they can be heroes. Maybe not necessarily on a grand scale but certainly within their social circles. We've all got a bit of the alpha male within us. We like to think we can handle anything life throws at us.

It's really just a matter of making sure our heroes reflect positive values... you know, don't build a wall, build a bridge.

One of the most memorable 'short films' by a brand in my opinion is Coca-Cola's Security Camera ad. It simultaneously promotes the brand positively and promotes exceptional moments of daily life around the world. The concept is raised further by the simple yet clear message of Supertramp's song 'Give a Little bit'. Watch it below.



Whilst the ad doesn't ask anything from you it does encourage you to think differently about words normally associated with negative behaviour and ultimately suggests the world isn't necessarily as bad as media might lead you to believe.

Something like this might have been more appropriate for Gillette. Something that celebrates the men who just live their lives without being a dick, and who do try to pass on positive values to their children, friends etc.

Instead we get a short film calling all men out to do better at life... oh and buy a razor.

Comments

Buy Gifts and Apparel featuring art by TET.

Popular posts from this blog

Guest Post: MY SOOPER DOOPER NEW CONSERVATORY/ART STUDIO!

Jo's new Art Studio/Conservatory. Today's guest post is by Artist, Writer, and Mental Health Advocate, Jo B Creative who writes for her blog,  Creating My Oddessey . Y ou should see our (almost) brand new conservatory, half of which is my art studio. 'Lucky me!' I think to myself. Not every creative bod can boast that. It's HUGE! Like a giant greenhouse. We first moved to our pleasant cul-de-sac house - great for raising kids - when our son, who's on the cusp of thirty-one, was four. One of the main reasons that we wanted it was that, apart from its location on the fringes of a historic market town in rural Hampshire, UK, it had a sizable conservatory looking onto the back garden. It was brown wood framed and had a corrugated transparent roof sloping down from downstairs ceiling height. On the face of it, it doesn't sound that glamourous, but we loved the idea of a conservatory. Luxury! I even liked the red brick walls which it was built against -

How to Transfer Any Line Art to Your Griptape - Easy Skateboard Griptape Art Tutorial

Dog Star Griptape Art by TET Griptape art is once again gaining popularity amongst modern skateboarders. For those of us who have tried to create our own griptape art, using paint pens, you'll know reproducing your design onto the grip, without making any mistakes is incredibly challenging. Mostly because you just have to go for it and draw the design freehand, with paint pens, directly onto the griptape. You can make the odd mistake here or there but if you get the proportions of the design completely wrong, it can be very difficult to fix. Often you just have to live with the mistake. To address the problem I've come up with an easy way anyone can transfer a line art design to their griptape, removing almost all the anxiety of getting the proportions wrong. In fact, you could do this with any line art design, even if you have no drawing skill at all. Watch the video below to see my technique in action and/or skip past the video where I highlight the basic steps to get your de

The Braille Skateboarding App - How it Changed My Mind on Switch Skating

My Profile on the Braille Skateboarding App. Braille Skateboarding launched it's new Skateboarding App worldwide on November 23rd, 2020. About a month prior to that they did a 'soft launch' via email for anyone living in Australia. I'm guessing this was to give the app a final test in the real world before launching it proper. Rather than explain what it is, watch Aaron Kyro, founder of Braille Skateboarding, run you through the app in the launch video below.  In a nutshell the app is virtually everything Braille has to offer accessed right from your phone, from tutorials to the Braille Army Community. The app is free but you can unlock more features if you upgrade to a paid membership. Braille App Trick List. One of the apps unique free features is keeping track of the tricks you've learned and giving you an overall score so you have some way to measure your progression. There is an extensive list of tricks, covering all types of skateboarding, categorized by diff

Course Review: YouTube for Bosses - Sunny Lenarduzzi. How to grow your YouTube Channel into a Business

YouTube for Bosses Free Mug...  or the most expensive mug  you'll ever buy? I've been subscribed to  Sunny Lenarduzzi's YouTube channel for a few years, learning a lot on how to grow a following on sites like YouTube and Instagram. If you have any interest in growing your own YouTube channel I'd highly recommend watching some of Sunny's videos on the subject.  Definitely explore her 2019 back catalogue for the most useful information. This year she's been on a bit of a 'being authentic' pivot that, personally, doesn't resonate all that much with me (but probably speaks volumes to anyone with similar experience). I'm not saying she shouldn't or isn't being authentic, it's just I didn't subscribe to hear stories about her life journey. To get back on track, Sunny runs a successful online business with her flagship course, YouTube for Bosses , a stand alone paid course that does act as something of a gateway to further paid (but opt

One Week on Light n' Easy #lightneasy

My partner, Enigma, and I recently decided to try Light n' Easy to replace all our daily meals in an effort to eat healthier (and not have to think at all about cooking evening meals). Enigma is about to embark on her third week of their full menu but I caved after one and opted just to get the dinners.

Elon Musk's Tesla Bot, Boston Dynamics Atlas, and Disney Imagineering's Baby Groot, Need to Get Together

The Tesla Bot. Elon Musk recently launched a robotics concept, the Tesla Bot, that would've been amazing except it was little more than that, a concept. As of writing this there is very little information on Tesla's website about the project, and Elon himself didn't really elaborate much in his very awkward launch presentation. I'm pretty sure he was winging it given how bad it was. However he did say they expected to have a prototype in about a year. While the concept definitely has its critics (who see humanoid robots as highly inefficient), the general idea is to create a robot that can adapt to and perform any task an actual human could do. Not unlike the robots in the movie iRobot . I don't doubt that, if anyone can make something that looks like the Tesla Bot concept, it's Tesla and Elon Musk. Tesla has been working on artificial intelligence (A.I.) systems for quite some time, most notably in their development of self driving cars. While their autonomous

COVID-19: Not Vaccinated Does Not Equate to 'Anti-vaxxer'. There's Many Reasons People May Be Cautious About Getting Vaccinated

The Pandemic before vaccines (and probably after too). Photo by Thirdman from Pexels . Remember when the pandemic first started? How we didn't have a vaccine for over a year, yet we were still able 'flatten the curve' through hygienic practices like handwashing, mask wearing, social distancing, and, in the really critical periods, lockdowns? Australia, and several other countries are in the strong position we are today thanks to those practices and not vaccines. Yet, there appears to be a growing perception that unvaccinated people are threatening everyone's health because of their higher risk of catching COVID-19. However, while you might think getting vaccinated is a no brainer, as you 'state the obvious' statistic that more deaths occur from COVID-19 in people who have not been vaccinated. I think, I would certainly hope so because you'd really be wondering, what is the point of getting vaccinated , if there was a high number of deaths from COVID-19 amon