Loose and casual graphic-blogging with random thoughts and links to interesting things.
“We spent countless hours by ourselves in the basement, hunched over a table painting those one-inch model armies in the glowing sixty-watt light of small desk lamps, always scheming, always prepping, strategizing, but never actually playing anything.”
Copywriter: Agustin Sanchez
AD: Alex Nassour Via
Specimen of the misogyny endemic to our society: women are used as an insult to a conservative definition of manhood. Glilette agrees to the scale of worth that places women below men.
This of course is limiting to how men are permitted to define themselves. This low-brow sexism works to shame men from independent definition, keeping them channeled within a narrowly restricted corridor of acceptable behavior—both to secure its power base and to bully a consumer bloc.
Nothing in this ad speaks to the merits of the product. Does it shave closer than Bic? Does it shave smoother than Dollar Shave Club? There is not even a model listed: this is messaging/positioning piece by which the brand in general reaffirms its boundaries and berates the consumer into compliance, promising to convey an experience without positing how this experience is exclusive to the brand.
Viewers are directed to a website where their face is scanned and virtual whiskers grow in real time for the user to shave. This could have been a playful and accepting website but the marketers chose an alienating and oppressive tone to feed an “us against them” belligerence, where “them” is anyone who does not conform to the trend of facial hair, itself being coöpted as a tool for consumption.