This week, Gillette jumped into bed with #MeToo and radical feminism.  Yet it seems the only people getting screwed are men.

The new Gillette advertisement, which was posted on YouTube on Tuesday has clocked up over 9.1 million views and has received massive backlash globally.

The ad condescendingly ‘schools men’ to be the best they can be.  Kinda like one of those preachy educational videos that you’re made to watch in primary school by your least favourite teacher.

On the company website it acknowledges the roles brands play in influencing culture. Yet it fails to mention that this campaign has nothing to do with goodwill or affirmative change and everything to do with profit.

Gillette is not the first brand to use misandry as a marketing technique and they won’t be the last.  It’s a pretty simple equation.  Sell empowerment to naive women and young girls and in return your brand will accrue wealth.

It’s pretty shit being a white man in today’s world.  And it’s pretty shit when brands such as Gillette, take it upon themselves to infantilise men.

Imagine waking up every day and having to apologise for your existence.

Imagine waking up every day and being told that your masculinity is toxic.

Imagine waking up every day and being falsely accused of rape, assault and sexual harassment.

Then there’s the abhorrent dismissal of genuine male issues.

• The fact more men (than women) are killed each year by violence
• The fact 95 per cent of workplace fatalities are men
• The escalation of male suicide throughout the world
• The inequalities in the family court system for fathers

And it goes on and on…

But on the bright side, the ad seems to have given fembot Clementine Ford a ladyboner  — if her latest column for Nine’s “Trees died for this?” division, is anything to go by.

Clem’s probably soaking in a bath of male tears right now and shaving away all that hatefulness with her new Gillette razor that she brought at Coburg Woolies.

Vanessa de Largie is a freelance journalist and sex columnist who divides her time between London and Melbourne.

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