The politicisation of consumer products is one of the weirder developments of recent years. First, Oreos came out in support of gay rights. Then Nike extolled us to ‘believe in something. Even if it means sacrificing everything’, in its multimillion-dollar campaign with controversial former NFL star Colin Kaepernick. Now Gillette has launched a new advert calling on men to be ‘the best men can be’ and shed the nefarious habits of ‘toxic masculinity’ in the wake of the #MeToo movement.
The two-minute advert-come-public service announcement argues that men, in the words of actor Terry Crews, taken from his testimony on #MeToo...
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