WendyMcElroy.com | |
Monday 21 January 2019 Brad here. I'm a few days late to this party. I heard about the Gillette "toxic masculinity" ad when that news broke, and I've seen enough of that ad to know that I dislike it. But to me the far more interesting story broke six days ago, and I just learned of it. It seems the CEO of Egard Watches, Ilan Srulovicz, also disliked the Gillette ad, and, taking it personally, he put together a response ad stressing the positive aspects of masculinity. And I mean he put it together. He did the video editing, he did the voice over, and he posted it to YouTube, against the advice of his peers who said it wasn't worth the risk. Quelle suprise! As of this writing the YouTube has over 1.5 million views, with 127,000 likes versus 1800 dislikes. There's now a notice on the company web page apologizing that they are swamped with orders and nearly every product is back-ordered. Yes, the video may not be up to Madison Avenue production standards. But, to me at least, it's powerful and moving. The rough edges make it more sincere than Gillette's polished preaching. And it makes me wonder if it's time for me to replace my clunky old TI Chronos watch and get something more stylish. | |
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