The Very Neutral, Totally Casual Gillette Ad
I wasn’t going to so much as make a whisper about the Gillette ad. Really, I wasn’t. This is Challies’ fault. While reading a recent article he wrote about the decline of the blogosphere, he made the point that just because someone else has already thrown in their two cents on a topic doesn’t mean that your readers have read that two cents, or that you can’t say it in your own words. So here I am.
The Gillette ad purports to tell us what kind of masculinity is good and what kind is bad. Well-meaning Christians have been quick to point out that there is nothing wrong on the surface with the ad. Of course men shouldn’t be bullies. Of course men shouldn’t objectify women. But this is part of the problem with Evangelicalism today—many of us believe that there is such a thing as neutrality. This ad wasn’t created in a vacuum, and it wasn’t created by anyone who is concerned with such a quaint thing as Biblical standards. Which means you should throw their lofty opinions about human sexuality out the window, hastily and hencewith.
The world’s standard of morality is broken and it’s on full display in what Gillette created. They can’t get their story straight, you see. One of the clips in the video that supposedly demonstrates toxic masculinity is from a television program where a husband squeezes his wife’s behind while she’s in the kitchen. Um, excuse me, but have any of you seen the kind of sexual content you can find on Netflix? It’s the kind of content that Christians regularly condemn and are resultantly laughed out of the room by their enlightened, unbelieving peers. How prudish of us to be so offended by the naked body, am I right? So while Hollywood and all large-streaming companies are feeding porn on a regular basis into our television screens, disguising it as “art”, the High Priests at Gillette and their fawning crowd want us to know: the kind of “sexual” content that we should be offended by is the prudish kind where everyone is fully dressed and it’s taking place between a husband and a wife. While we are it, and I ask this question with the horrifying stats in mind, how many of the woke crowd that are applauding this video are regular porn users? If PornHub traffic tells us anything, the answer is: most of them. Are we done taking their admonishments yet?
It does appear that there is a section of Christianity that wants to keep their eyes firmly shut in regards to war on Biblical gender roles that is being waged everywhere we look. Forget that this ad lumps rough-housing in the backyard (normal boy behavior) in with sexual assault (sinful behavior). Forget that the American Psychological Association argues that “traditional masculinity” is harmful. Forget that little boys are being dressed in drag and photographed with naked adults in the name of “tolerance” and “inclusivity”. Forget that Woke Christianity is becoming more and more supportive of the LGBTQIA+ community. Forget all of this, and be outraged about men standing in line and barbecuing.
This ad, like every piece of media you consume, has an angle. It has a starting point. It has a foundation. Stop trying to find ways to make the media you consume neutral. Nothing is neutral. There is an agenda, and when you turn a blind eye to its agenda in order to be seen as “reasonable” by the world, you help advance said agenda.
Gillette is just being smart. In a world where women make up most of the marketplace they exist in, and where companies all over are creating policies that demand that half their leadership is female by 2020, kowtowing to the #MeToo movement is just a calculated business move. How many easily-bought women are switching to Gillette as we speak?
As a Christian don’t forget that God made your husbands and sons with a specific, masculine purpose that the world despises. Don’t allow the world’s hatred for these things to slowly seep in to your own thinking. They’re smart about it. They pretend to care for the objectification of women while selling it to you for $11.50 per movie ticket, and I hear Netflix is upping its prices. They pretend to care for sexual assault while being flabbergasted that you could possibly be against the genocide taking place in the womb. They want you to know that men should never, ever speak over you in the boardroom, while busily seducing young girls into the porn industry in the backroom. Don’t take the bait and switch. Beards are godly anyway.
I wasn’t going to so much as make a whisper about the Gillette ad. Really, I wasn’t. This is Challies’ fault. While reading a recent article he wrote about the decline of the blogosphere, he made the point that just because someone else has already thrown in their two cents on a topic doesn’t mean that your readers have read that two cents, or that you can’t say it in your own words. So here I am.
The Gillette ad purports to tell us what kind of masculinity is good and what kind is bad. Well-meaning Christians have been quick to point out that there is nothing wrong on the surface with the ad. Of course men shouldn’t be bullies. Of course men shouldn’t objectify women. But this is part of the problem with Evangelicalism today—many of us believe that there is such a thing as neutrality. This ad wasn’t created in a vacuum, and it wasn’t created by anyone who is concerned with such a quaint thing as Biblical standards. Which means you should throw their lofty opinions about human sexuality out the window, hastily and hencewith.
The world’s standard of morality is broken and it’s on full display in what Gillette created. They can’t get their story straight, you see. One of the clips in the video that supposedly demonstrates toxic masculinity is from a television program where a husband squeezes his wife’s behind while she’s in the kitchen. Um, excuse me, but have any of you seen the kind of sexual content you can find on Netflix? It’s the kind of content that Christians regularly condemn and are resultantly laughed out of the room by their enlightened, unbelieving peers. How prudish of us to be so offended by the naked body, am I right? So while Hollywood and all large-streaming companies are feeding porn on a regular basis into our television screens, disguising it as “art”, the High Priests at Gillette and their fawning crowd want us to know: the kind of “sexual” content that we should be offended by is the prudish kind where everyone is fully dressed and it’s taking place between a husband and a wife. While we are it, and I ask this question with the horrifying stats in mind, how many of the woke crowd that are applauding this video are regular porn users? If PornHub traffic tells us anything, the answer is: most of them. Are we done taking their admonishments yet?
It does appear that there is a section of Christianity that wants to keep their eyes firmly shut in regards to war on Biblical gender roles that is being waged everywhere we look. Forget that this ad lumps rough-housing in the backyard (normal boy behavior) in with sexual assault (sinful behavior). Forget that the American Psychological Association argues that “traditional masculinity” is harmful. Forget that little boys are being dressed in drag and photographed with naked adults in the name of “tolerance” and “inclusivity”. Forget that Woke Christianity is becoming more and more supportive of the LGBTQIA+ community. Forget all of this, and be outraged about men standing in line and barbecuing.
This ad, like every piece of media you consume, has an angle. It has a starting point. It has a foundation. Stop trying to find ways to make the media you consume neutral. Nothing is neutral. There is an agenda, and when you turn a blind eye to its agenda in order to be seen as “reasonable” by the world, you help advance said agenda.
Gillette is just being smart. In a world where women make up most of the marketplace they exist in, and where companies all over are creating policies that demand that half their leadership is female by 2020, kowtowing to the #MeToo movement is just a calculated business move. How many easily-bought women are switching to Gillette as we speak?
As a Christian don’t forget that God made your husbands and sons with a specific, masculine purpose that the world despises. Don’t allow the world’s hatred for these things to slowly seep in to your own thinking. They’re smart about it. They pretend to care for the objectification of women while selling it to you for $11.50 per movie ticket, and I hear Netflix is upping its prices. They pretend to care for sexual assault while being flabbergasted that you could possibly be against the genocide taking place in the womb. They want you to know that men should never, ever speak over you in the boardroom, while busily seducing young girls into the porn industry in the backroom. Don’t take the bait and switch. Beards are godly anyway.
SUMMER JAEGER
©2025 Sheologians
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