Remember Gillette's Anti-Masculinity Commercial? That's Got Nothing on Its Newest Ad


“The best a man can get.”

That’s a phrase I could enjoy celebrating.

After all, I teach my two sons that to be man is a good thing.

It is good to fully embrace God’s design for masculinity. It is good to wield strength for good rather than be ashamed of it.

It is good to channel those traits inherent in masculinity for the benefit of yourself and those around you, and of course, to let all things be tempered in love.

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But rather than actually celebrate the good side of masculinity, Gillette recently ran a cringeworthy ad shaming stereotypes of males being bad.

Gillette’s ad took a progressive and pretentious stand against bullying, groping and the objectification of women — things that every decent man since the beginning of time has taken a stand against.

If that’s Gillette’s idea of cutting edge, I fear what its razor strategy may be.

The backlash was quick. And severe. And wonderful.

But rather than question if progressive themes might backfire, Gillette’s newest ad takes progressivism and identity politics to an entirely new level:

The ad above, which was released Thursday, shows a teen who claims to have undergone a “transition” having a first shave.

“South, south, north, north, east, west. Never in a hurry,” the teen says, presumably repeating shaving instructions from the father in the video.

If it wasn’t clear before, it is now: Gillette has gone all-in on the left’s agenda.

Sure, a private company can make whatever ads it wants in an effort to promote its brand. But the blue-collar shavers in America’s heartland are less interested in having their masculinity maligned and more interested in figuring out how to get that dang second Mach3 cartridge out of the package.

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Does this ad make you more likely to buy Gillette products?

While not all people look at the Bible as the ultimate source of truth, I do. So bear with me.

The underlying truth is this: God created us male and female. God also gave each gender certain characteristics.

It’s blasphemy to pretend God makes mistakes. While there are broken people and sinful actions, the design of male and female is the work of a perfect creator.

We should rejoice in the goodness of the design of genders. We should celebrate masculinity as the intentional work of God.

Only if we’re doing that are we truly the best a man can get.

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G.S. Hair is the former executive editor of The Western Journal.
G.S. Hair is the former executive editor of The Western Journal and vice president of digital content of Liftable Media.

After graduating law school from the Cecil C. Humphries School of Law, Mr. Hair spent a decade as an attorney practicing at the trial and appellate level in Arkansas and Tennessee. He represented clients in civil litigation, contractual disputes, criminal defense and domestic matters. He spent a significant amount of time representing indigent clients who could not afford private counsel in civil or criminal matters. A desire for justice and fairness was a driving force in Mr. Hair's philosophy of representation. Inspired by Christ’s role as an advocate on our behalf before God, he often represented clients who had no one else to fight on their behalf.

Mr. Hair has been a consultant for Republican political candidates and has crafted grassroots campaign strategies to help mobilize voters in staunchly Democrat regions of the Eastern United States.

In early 2015, he began writing for Conservative Tribune. After the site was acquired by Liftable Media, he shut down his law practice, moved to Arizona and transitioned into the position of site director. He then transitioned to vice president of content. In 2018, after Liftable Media folded all its brands into The Western Journal, he was named executive editor. His mission is to advance conservative principles and be a positive and truthful voice in the media.

He is married and has four children. He resides in Phoenix, Arizona.
South Carolina
Homeschooled (and proud of it); B.A. Mississippi College; J.D. University Of Memphis
Phoenix, Arizona
Languages Spoken
Topics of Expertise
Culture, Faith, Politics