“Blessed are those who are persecuted for righteousness’ sake, for theirs is the kingdom of heaven.¹¹ “Blessed are you when others revile you and persecute you and utter all kinds of evil against you falsely on my account. Rejoice and be glad, for your reward is great in heaven, for so they persecuted the prophets who were before you. – Matthew 5:10-12 (ESV)

By now you’ve certainly heard or read that Procter & Gamble’s Gillette brand group has launched an ad (or perhaps a campaign) urging men to “Shave their toxic masculinity.” If you believe all publicity is good publicity, this would look like a victory for Gillette. However, if your purpose is to attract more loyal customers, it’s hard to see how this ad will make that happen.

Half a cheer for taking a stand

Let’s give Gillette credit for purchasing expensive air time to promote their corporate point of view. And let’s concede that the abuses of masculine strength they call out are genuinely wrong. I’ve taught my own sons and published this blog to reinforce the purpose and appropriate use of masculine strength.

Where the blade slips

Here’s the problem: Gillette blames all men for the misuse of masculine strength. Cultural Marxist feminism has sought to destroy men by diminishing and vilifying them simply for being men. This is the same cohort that attempted to define the marriage bed — that transcendent one-flesh union that is a glorious gift of God — as rape. That’s right: they call sexual relations between a husband and his wife rape.

Whether they mean to or not Gillette tars all men with the broad brush of “toxic masculinity” — a term of art used to smear any masculine expression that doesn’t conform to current-year pieties. It’s purposely vague and obviously intended to exert control over men and their behavior, particularly men who are more traditionally masculine.

In my view, this is not just bad business, but Procter & Gamble have allowed a political -ism to hijack its brand and in doing so, alienate its loyal customers.

Piling on

Coincidentally, the American Psychiatric Association issued a report just a few days before the Gillette ad saying that traditional masculinity was harmful. And there it is! To be a man is to be bad. We have a lot to look forward to as the implications of this study take root.

Bleeding out

I’ve read several articles on the Gillette ad, and I have particularly enjoyed reading the comment sections following each. While I didn’t find any commenters acting as champions for sexual harassment, bullying, or sexual violence, I did see men and women rejecting the slander and declaring their intention not to buy Procter & Gamble products going forward. It’s a free country, and free men and women get to spend their own money where they will.

Several of the commenters made the point that if you want men to take the lead, don’t berate them in front of the ones who are supposed to follow them. This is correct.

That’s why we want to encourage and affirm at this blog, rather than shame or scold. The other thing I’ve learned is, where men are concerned if you’re talking to everybody, you’re not talking to anybody.

More freedom

Since I practice my freedom of speech here, I support and endorse Procter & Gamble’s right to waste their shareholders’ money on preachy and ineffective ads. I also support and endorse those consumers who choose to take their business elsewhere. Live and let live.

My family and I don’t want to reward a business that seeks to enhance its reputation by slandering men, so we will be shopping more carefully.

About that crisis

Before I close this post, I want to say that there is a crisis in masculinity. But that crisis is spiritual in nature — and it isn’t going to resolve by buying one brand of razor blade or another. And that’s the worst of Gillette’s blunder: call out a social problem with a spiritual root, and present your product as the magic solution. Or worse, position yourself as judge and scold. “Forgive us, O Gillette, for we have sinned — every one!”

But spiritual problems don’t get better simply by trying harder. My friends in recovery understand this better than most. This is why 12-step programs such as Alcoholics Anonymous encourage participants to acknowledge their powerlessness to overcome addiction on their own, and to engage the help of a “higher power.” Around here, we know His name. And as we grow in our love for Him, He transforms us. Then obedience, reformation, and restoration take the place of the unhealthy compulsions that so often result in the abuse of masculine strength with all those unhappy consequences.

So, I’m keeping my beard, changing my razor, and seeking to walk closer with Jesus. I won’t look different, but over time, I want to be more like Him.

So how about you? What’s your take on the Gillette ad and the APA statement? Add your comments below.

PS Not so long ago, Gillette ran an inspirational ad depicting Seattle Seahawks rookie player Shaquem Griffin from his childhood to the NFL. The scene with his father teaching him and his brother to shave was on-brand and affirming. This shows how truly wretched the new anti-masculinity ad is. Maybe Gillette figures that the greater surface area of women’s legs will offset the loss of blade sales for men’s faces.