Gillette Backpedals From Previous Social Justice Ad After Major Financial Loss

Ferlon Webster Jr. | August 23, 2019

Gillette appears to be backpedaling from their social justice ads with a new commercial based on a courageous and manly firefighter. 

If you’ll remember, earlier this year the shaving company blasted men for being masculine and basically not wanting to play with dolls. They also made it appear as though all men were sexual assaulters in the making.

But after losing around a reported $8 billion the popular brand seemed to have an epiphany and said, "Hey, maybe bashing men wasn’t such a good idea," considering their main customer is, well…men.

As reports:

Razor brand Gillette says it is 'shifting the spotlight from social issues to local heroes' after an ad delving into 'toxic masculinity' caused a customer backlash.

The new ad, which first appeared last week, stars Australian firefighter Ben Ziekenheiner and addresses his hard work ethic and the necessity of shaving to secure an air tight face mask on the job.

“People sometimes ask if it’s scary,” Ziekenheiner said. “It can be, but like anyone who has a job to do, you prepare — not just in terms of your equipment but also mentally and physically.”

The ad is actually a good one and a surprise veer from their previous ones which promoted leftist propaganda. Funny how a giant loss of money can drive you to change.

“We have a very clear strategy when it comes to how we authentically connect with our consumers,” said Manu Airan, associate brand director for Gillette Australia and New Zealand, according to

“We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”

Hopefully Gillette, which promotes itself as “The Best a Man Can Get,” will just focus on selling their product and avoid becoming annoying social justice political advocates.