Intro|Intermediate|Gillette’s Men’s World

In the advert, the company uses the slogan «The best a man can be», which is a play on Gillette’s famous slogan «The best a man can get». So, what is it that a man can be, according to Gillette?

Is this the best a man can get? Is it? We can’t hide from it. It’s been going on far too long. We can’t laugh it off. What I actually think she’s trying to say… Making the same old excuses. Boys will be boys. Boys will be boys. But something finally changed. Allegations regarding sexual assault and sexual harassment… And there will be no going back. Because we, we believe in the best in men. «Men need to hold other men accountable.» «Smile, sweetie! Come on!» To say the right thing. To act the right way. «Bro, not cool. Not cool.» Some already are. In ways big and small. Say, «I am strong.» «I am strong!» But some is not enough. «That’s not how we treat each other, okay? You okay?» Because the boys watching today will be the men of tomorrow.

Let’s watch Gillette’s advert that everyone is talking about and put the scenes in the correct order

You are going to watch a report about the reaction to this ad. Here are some new words from the video. Let’s match them to their meanings

pic1_Intro|Int|Gillette

Let’s fill in the gaps in the sentences from the news using new words and phrases in the correct form

Talk about the time when…

Watch a report about the backlash against Gillette’s ad and tick the things mentioned

🔹a commercial — an advert (ad)

🔹to dump — to get rid of something that you no longer want or need

🔹a tag line — a short phrase for advertising something

🔹up in arms — angry and complaining about something

🔹as intended — as planned

🔹to boycott /ˈbɔɪˌkɒt/— to not take part in an event, or to not buy or use something as a protest

🔹MeToo movement — a movement against sexual harassment (the offensive or threatening behaviour of a person who regularly makes sexual comments or touches someone in a sexual way) and sexual assault (attacks)

🔹a razor/ˈreɪzə(r)/ — a small tool or piece of electrical equipment used for shaving

🔹to take a stand — to state your opinion and refuse to change it

🔹whenever — every time something happens

🔹to take to(social media) — to go somewhere, (here) to start posting things on social media

🔹to frame something in the context of something— to carefully plan or organise ideas in a particular way

This morning, some men are dumping their Gillette products in the trash posting photos and videos online with the hashtag ‘BoycottGillette».

Boys will be boys. Boys will be boys.

They’re up in arms, as backlash grows over Gillette’s controversial new ad, turning the company’s popular tagline on its head.

This the best a man can get?

And framing it in the context of the MeToo movement.

Allegations regarding sexual assault and sexual harassment.

Many customers took to social media, praising the ad for its progressiveness. But now, some say, the ad represents a backlash against traditional masculinity.

This is getting a lot of talk.

The commercial making waves on cable news.

So, let’s point out all the bad things that you might say about men, put them into an ad, make men feel horrible, and then say, «Pay — overpay for a razor!»

Many conservatives — women among them — saying the ad went too far.

I think there’s a sort of, like, backlash against being traditionally masculine, as well. And I just want men to, obviously, not sexually harass anyone, not make any woman feel offensive, not do anything illegal — all those things they are doing in that ad are great.

In a statement, Gillette tells us the ad started the discussion as intended. «If we get people to pause, reflect and to challenge themselves and others to ensure that their actions reflect who they really are, then this campaign will be a success.»

Whenever you take a stand, you always risk losing a few people. And if nothing else, they’re going to be buzzed about, they’re going to be talked about, this is going to get a lot of attention. And that’s always good for a brand.

Let’s watch some parts of the report again and choose the correct options to finish these sentences

… turning the company’s popular tag line on its head and framing it in the context of the MeToo movement.

Many customers took to social media praising the ad for its progressiveness.

Let’s point out all the bad things that you might say about men, put them into an ad, make men feel horrible and then say «pay, overpay for a razor».

Many conservatives, women among them, saying the ad went too far.

Whenever you take a stand, you always risk losing a few people. And if nothing else, they are going to be buzzed about, they’re going to be talked about, this is going to get a lot of attention, and that’s always good for a brand.

Discuss the questions with your teacher

to praise
buzzed about
a backlash
to challenge
to reflect
to turn something on its head
to make waves

1. Why would a company like Gillette make such an advert?

2. What do you think about the advert? Could it have a positive effect on society?

3. What behaviour does the advert challenge? Is such behaviour typical in your country?

4. How could such behaviour be prevented from happening?

Read the results of the study that Gillette has done. What other traits would you add to the list?

pic2_Intro|Int|Gillette

integrity — the quality of always behaving according to the moral principles that you believe in so that people respect and trust you

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The best a man can be
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Backlash