Sweet little “short film.” The music is almost enough to bring a tear to your eye. Almost.
Normally white males are shown as either buffoons or thugs, but not in this one. Hell, the guy is buff, a family man, maybe even the visual representation of “Alpha.”
There’s some great elements here. He’s picking up heavy shit and putting it down. He’s got the two kids that he loves dearly, you know this by his looking at the photos of them. He’s even got the token hot wife. He’s got his job in the military. Talk about cliche.
There is a problem in all of this though. Gillette is still pandering to the women. The music is estrogenic to say the least. You want to cater to masculinity? Put on something from Slayer and show the guy mowing down a bunch of bad guys. Show him whacking some asshole that is breaking into his home, his castle.
But no. We get “Don’t Worry ‘Bout A Thing, Cos Every Little Thing Is Gonna Be Alright” melancholic music and a clear message. Every Hero Sweats. But they still need to bend the knee. Anyone notice that his potential employer is a black woman? Nice way to still pander to your real audience Gillette. I’m still not buying your products.
Copied straight from the “short film” itself:
Every Hero Sweats. Some Never Show It. In Gillette Deodorant’s new short film “Every Hero Sweats, Some Never Show It,” Gillette wishes to showcase the lesser known challenges that service members face when retiring or separating from the military, re-entering civilian life, and finding a job. Gillette wants to celebrate the everyday heroes who persevere through that transition, all while balancing the everyday demands of their job, family life, and any number of additional challenges they face.
Gillette Deodorant is partnering with the nonprofit organization Operation Homefront, whose mission is to help build strong, stable, and secure military families so they can thrive in the communities they have worked so hard to protect. As part of its partnership, Gillette will be making a donation to military families in need.
Gillette, and its parent company, P&G, is committed to hiring veterans. If you are a veteran and are looking for a job, we encourage you to visit our careers website.
“All while balancing the everyday demands of their job, family life, and any number of additional challenges they face.” All while bending the knee.
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Nice virtue signalling there, Gillette and Proctor and Gamble, Go Fuck Yourselves.