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Razor burn: Gillette ad stirs online uproar
NEW YORK — A Gillette ad for men invoking the #MeToo movement is sparking intense online backlash, with accusations that it talks down to men and groups calling for a boycott. But Gillette says it doesn’t mind sparking a discussion. Since it debuted Monday, the Internet-only ad has garnered nearly 19 million views on YouTube, Facebook and Twitter — a level of buzz that any brand would covet.
The two-minute ad from Procter & Gamble’s razor brand shows men and boys engaging in bullying and sexual harassment and encourages men to “say the right thing” and “act the right way.” Taking on bullying, sexual harassment and toxic masculinity is a big task for a razor brand. Many critics took to social media saying it was insulting to men and laden with stereotypes.
The uproar comes as Gillette battles upstarts like Harry’s, Dollar Shave Club and others for millennial dollars. Gillette controlled about 70
Allen Adamson, co-founder of branding firm Metaforce, called the ad a “hail Mary” pass from the 117-year-old company. But he added that online buzz, whether positive or negative, rarely makes a long-term difference for a marketer since memory fades quickly.
“Getting noticed and getting buzz is no easy task, and they’ve managed to break through,” Adamson said. “Most advertisers advertise, and no one notices because there is so much noise in the marketplace, so just getting noticed Is a big win, especially for low-interest category like a razor.”
On the flip side, it probably won’t sell many razors either, he said.
Some cheers were mixed in with the social media boos. In a tweet, actress Jessica Chastain thanked Gillette “for this reminder of the beauty of men. I’m so moved by your call to action.”
The ad echoes other attempts by major advertisers to take on social issues. Pepsi pulled an ad in 2017 showing Kendall Jenner giving a cop a Pepsi during a protest and apologized after an outcry that it trivialized “Black Lives Matter” and other protest movements. Nike polarized the nation with an ad featuring ex-NFL player Colin Kaepernick who started a wave of protests among NFL players of police brutality, racial inequality and other social issues.
Sales weren’t affected in either of those cases. When controversy does affect sales, it is usually over something more substantive than an ad. Lululemon saw sales tumble in 2013 after a string of PR disasters including manufacturing problems that caused their pricey yoga pants to become see through and fat-shaming comments from their founder. But even that was short lived.
Ronn Torossian, CEO of 5WPR, said that much like Nike’s Kaepernick ad, Gillette likely knew the ad would garner online debate.
“Nike knew what they were getting themselves into,” Torossian said. The ad with Kapernick was “making a lot of noise, and it can’t be a surprise to (Gillette) that this is making a lot of noise.”
P&G, one of the world’s largest advertisers, is known for its anthemic spots that appeal to emotions during the Olympics and other events, often aimed at women, such as the tear-jerking “Thank You Mom” Olympics branding campaign and Always “Like a Girl” 2014 Super Bowl ad.
Pankaj Bhalla, North America brand director on Gillette says the controversy was not the intended goal of the ad, which is part of a larger campaign that takes a look at redefining Gillette’s longtime tagline “The Best a Man Can Get,” in different ways. Another online ad features one-handed NFL rookie Shaquem Griffin.
While he doesn’t want to lose sales or a boycott over the ad, “we would not discourage conversation or discussion because of that,” he said.
“Our ultimate aim is to groom the next generation of men, and if any of this helps even in a little way we’ll consider that a success,” he said.
Larry Chiagouris, marketing professor at Pace University, is skeptical.
“Treating people with respect, who can argue with that, but they’re kind of late to the party here, that’s the biggest problem,” he said. “It’s gratuitous and self-serving.”
Mae Anderson, The Associated Press
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Border Patrol Agent Lashes Out At Biden-Harris Admin, Calling Job ‘Migrant Concierge Service’ Amid Border Crisis
From the Daily Caller News Foundation
The border agent stated he is prepared to risk his career to bring attention to what he views as grave mismanagement and potential dangers posed by current border policies.
A Border Patrol agent criticized the recent changes in his role under the Biden-Harris administration, condemning it as transforming into a “migrant concierge service,” according to The New York Post Friday.
Zachary Apotheker, who joined the force in 2020, voiced his frustration over the shift in his duties under the Biden administration from intercepting drug traffickers and apprehending illegal entrants to what he now sees as aiding migrant entry, in an interview with the NYP. Apotheker highlighted concerns about security and vetting under President Joe Biden and Vice President Kamala Harris, noting that over 8 million migrants have crossed the southern border since January 2021, including members of the Venezuelan prison gang, Tren de Aragua.
“I don’t want to bring people into the country. That’s not what I signed up to do,” Apotheker told NYP. Apotheker’s distress is further compounded by over 1.7 million illegal migrants who have evaded capture since Jan. 2021, as he shared encounters with victims of migrant-committed crimes, naming individuals and emphasizing the personal toll on him.
Border Patrol agent sounds off on job under Harris-Biden administration: ‘Not what I signed up to do’ https://t.co/ELqWSRIKLu pic.twitter.com/HAKH2ZEuzT
— New York Post (@nypost) September 13, 2024
“I’m an apolitical person and I just want to do my job and protect this country,” the agent said, the NYP reported. “When I see people from another country coming here, getting resources beyond what the American citizen can get, that’s where I have to draw the line. And then they’re going out and committing crimes and we’re still not removing them and American citizens are being killed, women are being raped.”
Apotheker and multiple Border Patrol sources have raised concerns to the NYP about the inadequate documentation for unaccompanied migrant children under 14, including missing biometric data, complicating their safe relocation to families or sponsors in the U.S. He highlighted a backlog in the immigration system, noting that 291,000 migrant children have been released in the U.S. without court dates, with an additional 32,000 failing to appear for their scheduled hearings.
The border agent stated he is prepared to risk his career to bring attention to what he views as grave mismanagement and potential dangers posed by current border policies. “However bad you think it is now, it’s only going to be worse,” he warned.
The White House and Border Patrol did not immediately respond to the Daily Caller News Foundation’s request for comment.
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Rumored deal with Bloc Quebec party could keep Trudeau Liberals in power, stave off election
From LifeSiteNews
“The federal government does not have a mandate to bargain with Quebec separatists at the expense of Alberta, the West and the rest of the country”
The possibility of an early Canadian election may not come to fruition after Bloc Québécois leader Yves-Francois Blanchet hinted that an alliance between the separatist party and the Liberals under Justin Trudeau could become a reality.
Rumors began to swirl that a Bloc-Liberal deal could happen after Bloc House leader Alain Therrien said Sunday that the party’s “objectives remain the same, but the means to get there will be much easier.”
“We will negotiate and seek gains for Quebec … our balance of power has improved, that’s for sure,” he said, as reported by the Canadian Press.
Therrien made the comments in light of the possibility of a federal election taking place before fall 2025 after New Democratic Party leader Jagmeet Singh pulled his official support for Trudeau’s Liberals last week.
Late last month, Conservative Party leader Pierre Poilievre called on Singh to pull his support for Trudeau’s Liberals so that an election could be held.
Therrien also noted that the NDP pulling its support of the Trudeau Liberals has created a “window of opportunity” that his party may exploit. The Canadian Press reported that a person close to the Bloc party said directly that the NDP had in essence handed the party the balance of power.
As it stands now, the Bloc has 32 seats to the NDP’s 24, which is more than enough to prop up the Liberals, who have 154 seats.
As for Blanchet, he told the media on Monday that he was feeling “good” about his party’s newfound power. He then took a shot at Poilievre, saying he is more or less like Trudeau. “There are plenty of issues on which (Poilievre’s) in the same position as Justin Trudeau,” Blanchet said.
“Show us that you’re different, Justin Trudeau, apart from being against abortion, then we’ll see what you have to offer,” he said.
“If the Liberals don’t get into the frame of mind to let us make some very clear gains for Quebec, they’d better pump up the tires on their election truck right away.”
While most Conservative MPs are pro-life, Poilievre supports abortion and has a poor track record when it comes to life and family issues, with Campaign Life Coalition having given him a “red light” rating.
News of a possible Bloc-Liberal deal to keep Trudeau in power drew the immediate ire of Alberta Premier Danielle Smith.
“The federal government does not have a mandate to bargain with Quebec separatists at the expense of Alberta, the West and the rest of the country,” she wrote Monday on X. “If the Liberals go down this path, we need an election to be called immediately.”
On Tuesday, Blanchet responded to Smith’s comments to reporters by saying he found her remarks “funny,” adding that “Canadians are suddenly very interested in us.”
As for Trudeau, his woes continue to mount. LifeSiteNews recently reported how national elections campaign director for Canada’s federal Liberal Party announced he was stepping down because, according to sources close to the party, he does not think Trudeau can win a fourth consecutive election.
Recent polls show that the Conservatives under Poilievre would win a majority government in a landslide in an election held today. Singh’s NDP and Trudeau’s Liberals would lose a massive number of seats.
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