Gillette Soldier for Women – Regressive & In Poor Taste
Posted by IdeaSmith
This ad by Gillette has been on TV for awhile now.
It started off with the intriguing ‘Soldiers wanted’. The build-up was great. And when it ended, I was groaning. Really now? We need to recruit men into ‘supporting women’? Like it’s a cool thing to do, not the have-to thing to do.
Worse, my overriding impression is that this is such a desperate attempt to cash in on all the hoopla around the Nirbhaya Delhi gangrape case. Very, very poor taste indeed. I mean, everyone and their sister and brother has felt the need to outrage and say something. Granted the numbers may have given this incident the required nation-wide attention that was long overdue. And admittedly the reportage on violence-against-women cases has snowballed because this news is hot, but what the hell, it’s getting people’s attention. I’m willing to be the realistic cynic in all of this. But hang a brand logo on that and attempt to ‘own’ the idea from a marketing standpoint and I’m sorry – you’ve alienated me.
Kiran Manral has a Facebook discussion going on this where she says,
“My issue is the throwing back of the debate into the ‘women to be protected by men’ category.”
Yes, that’s a valid thought. But it’s a whole other discussion that I’d get into if this were a short film or a Public Awareness video instead of a damn ad commercial.Atrociously poor form, Gillette.
* Also posted at The Idea-smithy.
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About IdeaSmithIdeaSmith is the digital doppelganger of Ramya Pandyan (intrepid train-traveller and frequent spouter of post-midnight rhymes and rants). As IdeaSmith she battles obscurity and slays boredom with her stories about men, books, digitalia and Mumbai. She performs live and also blogs, tweets, Instagrams, Facebooks, +G’s, Youtubes and Goodreads all as IdeaSmith. Ramya is a blogger, digital storyteller and spoken word performer. She also runs a forum for aspiring writers called Alphabet Sambar. Tweet-bomb her at @ideasmithy.
Posted on February 13, 2013, in Harassment & abuse, Media Messages, Seriously speaking, Times, they are a-changing and tagged Cause-related marketing, Commercials riding on tragedy, Gangrape, Gillette Soldier for Women, Insensitive ads, Kiran Manral, Nirbhaya case, Protect women, Public Awareness campaign, Regressive attitude to women, TV commercial. Bookmark the permalink. 1 Comment.