Thoughts on their attempt to get woke, go broke:

Gillette has learned that in [current year], it’s not enough for a company to make a product that people want. It’s not enough to make them feel inadequate about themselves, and then sell them the supposed cure for that inadequacy. Consumers, men in particular, must be made to feel worthless. They have to be reminded that their needs and desires are wrong under any circumstances, that their instincts are loathsome, that their very existence is a malignancy, and that they’re responsible for all the world’s ills whether they want to admit it or not.

Now give them your money, you piece of garbage.

There are a lot of alternatives.

[Update a few minutes later]

Wow, they’ve even turned Piers Morgan into a men-rights activist.

[Wednesday-morning update]

The toxic mission to re-engineer men.

[Late-morning update]

More thoughts from Lileks:

The first half of the ad is stupid – all these guys staring in the mirror, wondering “Am I a straw man who actually laughed at that ‘Married with Children’ episode in 1999?” The clueless, fatal association of grilling with indifferent lunkhead men, the sort of detail that could only come from men who write long essays for Medium about how they feel alienated from grilling and always get nervous sweat when they have to go to a backyard party, because there are like, these dudes, standing over the fire? And it’s so, like, primal? god none of these people ever listen to Wait Wait Don’t Tell Me you can just tell but I guess I can stand here and joke while I drink this beer because airquotes it’s what guys do airquotes

Here’s the thing, though. I am not completely outraged. Take care of your kids, set a good example, don’t catcall – sure. Yes. Men who do these things will surely agree. Men who do not are unlikely to be moved to behave otherwise. But men who do these things already will not find the commercial supportive; they’re more likely to be irritated that someone presumes they have to be told these things.

Yes.

[Friday-morning update]

Some razor advice from Stephen Green.

[Bumped]