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'Razor burn' over ad

A Gillette ad for men invoking the #MeToo movement is sparking intense online backlash, with accusations that it talks down to men and groups calling for a boycott. But Gillette says it doesn't mind sparking a discussion. Since it debuted Monday, the Internet-only ad has garnered nearly 19 million views on YouTube, Facebook and Twitter — a level of buzz that any brand would covet.

The two-minute ad from Procter & Gamble's razor brand shows men and boys engaging in bullying and sexual harassment and encourages men to "say the right thing" and "act the right way." Taking on bullying, sexual harassment and toxic masculinity is a big task for a razor brand. Many critics took to social media saying it was insulting to men and laden with stereotypes.

The uproar comes as Gillette battles upstarts like Harry's, Dollar Shave Club and others for millennial dollars. Gillette controlled about 70 per cent of the U.S. market a decade ago. Last year, its market share dropped to below 50 per cent, according to Euromonitor.

Allen Adamson, co-founder of branding firm Metaforce, called the ad a "hail Mary" pass from the 117-year-old company. But he added that online buzz, whether positive or negative, rarely makes a long-term difference for a marketer since memory fades quickly.

"Getting noticed and getting buzz is no easy task, and they've managed to break through," Adamson said. "Most advertisers advertise, and no one notices because there is so much noise in the marketplace, so just getting noticed Is a big win, especially for low-interest category like a razor."

On the flip side, it probably won't sell many razors either, he said.

Some cheers were mixed in with the social media boos. In a tweet, actress Jessica Chastain thanked Gillette "for this reminder of the beauty of men. I'm so moved by your call to action."

The ad echoes other attempts by major advertisers to take on social issues. Pepsi pulled an ad in 2017 showing Kendall Jenner giving a cop a Pepsi during a protest and apologized after an outcry that it trivialized "Black Lives Matter" and other protest movements. Nike polarized the nation with an ad featuring ex-NFL player Colin Kaepernick who started a wave of protests among NFL players of police brutality, racial inequality and other social issues.

Sales weren't affected in either of those cases. When controversy does affect sales, it is usually over something more substantive than an ad. Lululemon saw sales tumble in 2013 after a string of PR disasters including manufacturing problems that caused their pricey yoga pants to become see through and fat-shaming comments from their founder. But even that was short lived.

Ronn Torossian, CEO of 5WPR, said that much like Nike's Kaepernick ad, Gillette likely knew the ad would garner online debate.

"Nike knew what they were getting themselves into," Torossian said. The ad with Kapernick was "making a lot of noise, and it can't be a surprise to (Gillette) that this is making a lot of noise."



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