A one-minute-and-48-seconds-long Gillette advertisement received both high praises and negative responses. Gillette, whose parent company is Procter & Gamble, had this advertisement wade into cultural and political issues. Many people debate that organizations should have their advertisements focus on products and services, rather than issues relating to culture and politics. However, I believe this advertising is a good business strategy because it allows for publics to see what values a company holds. If people can see what values a company holds, then they better understand who they are buying from. By opening up about their values, a company is being transparent to its publics. This is what Gillette did in their advertisement: “We Believe.”
Gillette’s research showed that the advertisement would cause some controversy in advance but they believed they should go forward with it. I believe they pressed forward with producing this advertisement because they understood the importance of publicly sharing their values.
To evaluate this kind of message, Gillette should use media monitoring to monitor online conversations and facilitate the sharing of the information. Media monitoring services enable content analysis of traditional and social media, which would help Gillette see what publics are sharing and discussing with one another online. Gillette could also take into account both qualitative and quantitative evaluation. Hiring independent researchers from multiple sources is something that Gillette could do in order to gain an unbiased and clear report of the responses to this particular advertisement.
I believe Gillette knew this advertisement would spark conversations about toxic masculinity with varying audiences. Gillette openly stated they believe the best in men, and that they desire for men to hold each other accountable. This statement was intended to spark that conversation and to encourage men to stand up against toxic masculinity. Overall, Gillette was in the right when creating an advertisement about taking a stand against toxic masculinity because it shows that they believe the best in men.
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