GILLETTE is back in the controversial spotlight after it’s latest advert shows a dad teaching his transgender son how to shave.
The company, which is no stranger to controversial adverts, features Toronto-based artist Samson Bonkeabantu Brown and his actual dad in its newest ad.
The advert has received a lot of criticism as well as praise[/caption]
Samson’s dad teaches him how to shave in the latest advert[/caption]
The video, which Gillette shared on its Facebook page, the transgender son standing in front of a bathroom mirror as his dad gives him tips.
The opening scene shows Brown sitting on a sofa with his dad as he says: “Growing up, I was always trying to figure out what kind of man I wanted to become and I’m still trying to figure out what kind of man that I want to become.
“I always knew I was different. I didn’t know that there was a term for the type of person that I was.”
His dad says: “Now, don’t be scared. Shaving is about being confident.”
Many have praised the advert as a celebratory gesture of inclusiveness to to kick of LGBTQ pride month in June.
While others were frustrated with the advert.
One Twitter user wrote: “Bye bye Gillette!”
Another wrote: “I stopped Gillette products long ago ..”
While a third added, “As I throw my Gillette razor into the trash….”
However some took the opportunity to praise the company’s bold decision.
The Women’s March group said on Twitter: “@Gillette leading again on healthy masculinity.”
While LGBTQ Nation tweeted: “Gillette just released a groundbreaking ad of a trans man’s first shave.”
Another advocacy group named Mermaids tweeted: “After an unsettling day, to see some of our biggest brands and companies standing beside transgender people is really empowering.
“@Gillette could sell razors a hundred different ways but this is moving and feels really meaningful.”
With the help of Gillette, I was able to share an important milestone in every man’s life with my father
Samson Bonkeabantu Brown
On Facebook, Brown wrote a post thanking Gillette for allowing him to share the tender moment with his dad.
He wrote: “I shot this ad for Gillette and wanted to include my father, who has been one of my greatest supporters throughout my transition, encouraging me to be confident and live authentically as my best self.
“With the help of Gillette, I was able to share an important milestone in every man’s life with my father.
“This moment overwhelmed me during filming and again today seeing the ad since it’s been launched.
“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.
“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.”
Gillette has previously been at the centre of public controversy after it’s adverts put a new angle on the classic “The Best A Man Can Get” slogan.
The shaving brand has taken on sexism, sexual harassment and bullying with its advert, which puts the responsibility to change on men.
But many critics – including Piers Morgan – took to social media to say they would no longer be buying its products amid claims the brand “insulted their own user base”.
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After seeing the ad, many men have threatened to boycott Gillette over the company’s #MeToo-inspired ad that aims to put an end to “toxic masculinity”.
In another ad which sparked major controversy, a plus-sized model was cruelly branded a “whale” by trolls after Gillette Venus used her image to promote razors on Twitter.
The popular shaving brand urged their followers to “go out there and slay the day” when they posted a pic of Anna O’Brien, 34, posing on the beach.
The advert features Toronto-based artist Samson Bonkeabantu Brown and his actual dad[/caption]
Gillette has previously been at the centre of public controversy after it’s adverts put a new angle on the classic ‘The Best A Man Can Get’ slogan[/caption]
Many have praised the advert as a celebratory gesture of inclusiveness to to kick of LGBTQ pride month in June[/caption]
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