Why Gillette’s new ad redefining masculinity is trying too hard to be woke

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The Gillette logo. Photo credit: Gillette/CC 2.0, via Wikimedia Commons

“Is this the best a man can get?” is the opening line of a new online marketing campaign for the razor blade company Gillette. It’s a play on their trademarked slogan. The ad recreates moments when boys bully other boys, men harass women on the street, and executives in a boardroom act like they own the place. Gillette isn’t the only company trying to up its stature by dipping into the cultural zeitgeist.