My point was not even "NOT ALL MEN" or whatever, but that the ad in question is such a caricature of men that it's really unrelatable, and so it fails at what it was presumably intending to do: encourage men to be better people.
Think about it: if there were an ad that aimed at making women think about how to be better people, but it relied on sexist stereotypes of women being catty, gossipy strumpets, showing them by the dozens mindlessly repeating some shallow phrase about how women are like "diamonds are a girl's best friend" or whatever, only to end with a tagline along the lines of "Women: Is this
really the best that you can do?", do you think it would be praised for encouraging women? Or do you think women would be right to respond with "Thanks for the moral lesson, multinational corporation, but I don't your reminder to not be a horrible person"?
It just seems very obviously calculated to appeal to a certain stream of modern politics, and very poorly done. There were ads only a few years ago that targeted much more specific male-centered problems than this, and hence didn't come off like stereotype-filled grandstanding from an advertising agency wanting to make its corporation appear virtuous (gee,
I wonder why...), and yet today we get trash like this shoved down our throats and the only coherent message is "Men: is this really the best you can do?"
That's not effective, and the backlash had to be foreseen. (I'd be willing to bet they went ahead with it just to raise the profile of their brand.)
Here's an example of an anti-rape PSA from
1992 that is directly aimed at men -- very straight forward and effective, and avoiding the shameless nannying of the Gillette ad:
It says "Hey men: If you do this, it's rape. And that's bad. You shouldn't rape people. And if you do, you belong in jail."
Granted that might be a little too direct for today's consumer, who if the Gillette ad is correct prefers an amorphous "bad thing over here because kids too rough/dad too busy doing manly man stuff to care (and also caring is dangerously close to an emotion, ewwww gross)" almost parody sort of approach to talking about problems. And so the corresponding reaction is befittingly general because it comes off as finding a problem with
men (the whole 'culture of being a man', if you will), rather than with their
actions.
And speaking as one man, that is stupid, and this ad campaign ought to be given the Old Yeller treatment.