Masculinity

It was really only a matter of time before a men’s shaving company began virtue signaling about #MeToo and toxic masculinity. Welcome to the brave new world of ‘woke capital’ – Gillette and their cringeworthy ad is just the latest example. Their short film, which basically plays on familiar denunciations of guys as insufficiently sensitive, is all about showing how much Gillette cares about making the world a better place that is an absolute utopia full of neutered men. Of course, Gillette does not seem to care so much about...treating their workers with basic decency, but...details. Gillette is far from alone in their attempt to showcase their exquisite dignity and compassion.