- Gillette’s latest viral advertisement shows a father teaching his transgender son how to shave for the first time.
- Many applauded the razor brand for its inclusivity and for choosing to feature a transgender man, despite any anticipated backlash.
- Meanwhile, others took issue with the campaign like conservative commentator Tomi Laren, who called the ad “a little much” and said it promotes “undergoing hormone therapy and gender reassignment” to young people.
A new advertisement from the razor brand Gillette that shows a father teaching his transgender son how to shave for the first time has been met with mixed reactions online.
The video features Samson Bonkeabantu Brown, a Toronto-based artist who opens up about his first experience shaving after his transition.
“I always knew I was different. I didn’t know there was a term for the type of person that I was,” Brown said. “I went into my transition just wanting to be happy. I’m glad I’m at the point where I’m able to shave.”
The video cuts to Brown and his father in front of a bathroom mirror. “Now, don’t be scared,” his father encourages. “Shaving is about being confident.”
Brown explains that his transition is not just about him, but also about those around him. The ad then includes text that reads: “Whenever, wherever, however it happens — your first shave is special.”
The video closes on the company’s tagline, “the best a man can get.” The ad is a part of Gillette’s #MyBestSelf campaign and is being shown at the Inside Out LGBT Film Festival in Toronto.
The video received mixed reactions from viewers. Many LGBTQ supporters applauded the company for its inclusiveness. Some even said the video brought them to tears.
Others found the ad insincere and accused the company of pandering. Some even argued that the video exploits transgender people for monetary gain.
Gillette: Here's some blatantly cynical marketing ploy using crass pandering disguised as wokeness….— Darknook (@DarkNookShop) May 29, 2019
The Left: pic.twitter.com/LEa7MVmVN8
However, some users recognized the ad as a marketing strategy but still respected the brand for the subject choice.
Others took issue with the brand supporting the transgender community in general. Conservative commentator Tomi Lahren even chimed in, calling the ad “a little much” and saying it promotes “undergoing hormone therapy and gender reassignment” to high-school-aged children.
Gillette and Brown Proud of Ad
After the ad was posted Brown took to Facebook to say that he was overwhelmed by the positive responses.
“I’m keenly aware of how blessed I am to be able to exist in this world being supported by my family in ways that all too often many of my trans brothers, sisters, and siblings who exist outside the binary are not always as fortunate,” Brown wrote.
“I am confident that this ad will encourage many of my trans siblings and fill them with the knowledge that our existence in this world can be filled with the love and support we deserve.”
The company also seems pleased with the ad campaign. “We anticipated there would be some negative response to this video, however we’re thrilled with the overwhelmingly positive responses we’ve seen, from both consumers as well as organizations,” the brand said in a statement to PEOPLE.
“As a brand committed to helping men look, feel and act their best, it’s important to us to embrace inclusivity in how we portray masculinity. This is especially true for Samson and others in the trans community, which is why we created ‘First Shave.’”
This is not the first time the razor brand’s ads have made headlines. In January, Gillette faced backlash over a campaign that discussed toxic masculinity, harassment, and more. While many praised the brand for calling on men to do better in the wake of the #MeToo movement, others found the ad insulting and called it “anti-men.”
Seattle Brewery Apologizes for Crips and Bloods Inspired Beers
- Mirage Beer announced the release of its Crips and Bloods themed beers, with bandana-designed cans and names like “Snitch Blood” and “Where you from.”
- The Seattle-based brand was quickly met with backlash online, with many calling the concept offensive and in poor taste.
- The company deleted the post and issued an apology saying that it would rename the beers and donate the proceeds to the Southern Poverty Law Center, along with other organizations recommended by the public.
A Seattle-based brewery apologized for its Crips and Bloods themed beers on Tuesday after facing much backlash online.
Mirage Beer initially announced the released in an Instagram post on Sunday by sharing a photo of the bandana-designed cans. One can was labeled “Snitch Blood,” while the other was labeled “Where you from.” The caption on the post included descriptions of the beers and said they would be available for sale starting Tuesday, May 28.
But the launch was quickly canceled after a number of people called the products offensive.
Most of the backlash came after a tweet from the account Beer Kulture, which describes itself as a brand that merges beer and urban culture. The account called Mirage Beer “entitled,” and said, “people have died over that shit you’re trying to use to be down & kool.”
Others chimed in with similar responses.
This is so fucked up. Knowing all the CHILDREN that died because of that, I fail to see the quirkiness of these cans.— Robin LeBlanc, from work (@TheThirstyWench) May 27, 2019
This is just awful. Absolutely horrified but sadly not surprised as the deaths of POCs have been treated as entertainment for so bloody long that to some, using them as a marketing tool must seem perfectly acceptable. How much longer are we going to be dehumanised like this?!— Amethyst Heels (@amethyst_heels) May 27, 2019
Many also called for the brand to support communities heavily impacted by gang violence.
I hope the proceeds are going to inner city youth programs to keep kids off the streets.— te-nice-ah (@MzTemenah) May 27, 2019
This is not a game! What’s up with this? Your intentions would be really nice to try to understand.— Kristine Gauthier (@kgauthier7) May 27, 2019
This is serious shit for many people.
You want to be cute? Sponsor a 3 on 3 or an art event in an inner city (and stay for the entire event).
Mirage Beer’s owner, Michael Dempster, apologized for the products with a brief statement posted on Instagram.
The post reads: “Full agree those lables were a dumb idea. Still going to release the beers, but obv with new names, and all proceeds going to the Southern Poverty Law Center.”
The caption below that post was later updated to say that a more in-depth apology was linked in the account’s bio. “I deeply regret the obvious element of appropriation, and further, that they trivialized the impact of gang violence on marginalized communities. I’m embarrassed and ashamed to find myself here,” the longer statement reads.
“I was blind, and stupid, and I wish I could take it back — not for my benefit, but to prevent anyone from feeling like this industry is any more hostile and/or insensitive than it already is. This was not my intent, and that’s part of the problem: I hadn’t thought this through,’ the post continues.
“I hope to further demonstrate my remorse in a way folks find meaningful, emphasizes the importance of inclusivity in beer, or otherwise helps prevent anyone from making similar mistakes.”
Dempster closes the apology by asking the public to offer suggestions of organizations that the brand can donate proceeds to, aside from the Southern Poverty Law Center. He also said he didn’t want to “just throw money” at the issue, but called it a “reasonable step.”
How A Big Pharma Company Defrauded Doctors and Addicts, Making MILLIONS Off Of Opioid Crisis…
Pharmaceutical companies that create powerful painkillers like OxyContin and fentanyl have received the majority of attention for their role in contributing to the opioid crisis, but now a company that was supposed to be helping solve the crisis has been criminally charged for allegedly lying to doctors and the public about their product.
Silicon Valley, Bezos & More! Why Patagonia Is Causing Tech and Finance Bros To Panic…
Patagonia vests have become a symbol for corporate world banks and tech firms, so much so that Patagonia vests have been labeled part of “the Midtown uniform.” However, that unofficial uniform may be on its way out. Patagonia recently announced they will no longer partner with any new companies that aren’t committed to protecting the planet. But should retailers really be judging consumers?