He is usually someone I manage to blank out my awareness. Every country will have a ‘media personality’ like former-journalist and TV presenter Piers Morgan, self-appointed spokesperson of the ‘rational person’ and self-publicist, coming out with a knee-jerk response to every liberal and progressive development in society, politics, the arts…
But this time he is harder to ignore, because he has made me laugh. Not with a derisive snicker but really, out loud.
The new advertising campaign for Gillette razors has created discussion as it changes its long-standing tagline from “The Best A Man Can Get” to: “Is this the best a man can get?” and made a bid in its latest advert to address toxic masculinity.
I pass no comment on the advert here, but Mr. Morgan’s response is prize. He is quoted as saying:
“If we did this to women, if I did a commercial tomorrow that showed the worst of women, all hell would break loose…”
Imagine that? Imagine making an advert about women that highlighted their incompetency in house-cleaning, parenting, hair-dressing, inability to clothe themselves stylishly, shop thriftily; their inadequacy in hiding their menstrual cycle, risks in smelling of body odour… That they were helpless to improve until their awareness was raised for them about such failings. It would be deeply unfair if women were generalised, depicted as creatures whose main ambitions in life were cleaning the table to a high polish and attracting the opposite sex.
So why yes, surely the world would go mad if such things formed the basis of advertising campaigns.