Other write-ups and points of view.
Charles Taylor: https://www.forbes.com/sites/charlesrtaylor/2019/01/15/why-gillettes-new-ad-campaign-is-toxic/#76684b705bc9

"3) Politically charged language should be avoided by advertisers

The use of the term “toxic masculinity” in the ad was a flat out mistake. While only mentioned quickly and briefly, the use of this term, which many men associate with a one-sided critique and stereotype of an entire gender. Regardless of how much some without marketing backgrounds would like to believe that companies taking political stances on is okay, alienating a substantial proportion of the target audience is never a good thing. Michael Jordan’s statement that he did not want to engage in political commentary because “Republicans buy shoes too,”remains wise thinking. Regardless of which political party or group may be alienated, it is simply bad marketing practice to offend significant numbers of your own consumers."

Now "the Gillette ad is full of shit" by Max Lenderman https://musebycl.io/musings/gillette-ad-full-shit-actually-four-them

"Outside of the ad itself, you are doing real shit, partnering with Building a Better Man Project and the Boys and Girls Club of America, as well as donating $3 million to U.S. charities that support men and men's issues. And you hired Kim Gehrig to direct the ad; she's been at the forefront of Free the Bid, a program that advocates for more female directors in the ad business. Adding to that, you've made a commitment that "effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of Respect, Accountability and Role Modeling in the ads we run, the images we publish to social media, the words we choose, and more." This is some real shit, people."

Mark Ritson proclaims that Gillette's new ad will be this years worst marketing move, and it's only January! https://www.marketingweek.com/2019/01/15/mark-ritson-gillette-ad-toxic-masculinity/

"Gillette opted to use Kim Gehrig, one of a new generation of directors showcased by the Free the Bid campaign, which attempts to hire more female directors into advertising. Again, with such paltry female representation across creative departments, Free the Bid is a noble and important venture. But Gehrig stumbles badly here.

Rather than a work of inspiration and aspiration she delivers a short film that feels vindictive and accusatory. We are not being shown the better path, we are being told we are all on the wrong one and must change course immediately. Men are to blame. You, yes you. It’s a poor way to sell razors. Hell, it’s a poor way to sell anything.

And the proof of that poverty is in the social media pudding. Since the ad was posted yesterday (14 January) on Gillette’s YouTube channel it has received more than two million views. Thus far the like to dislike ratio is running 10 to one against the campaign. More worryingly, the sheer number of dislikes – one in every 10 people who have seen the ad went to the trouble of clicking the thumbs-down button at the time of writing – suggests a vehement dislike unusual for such a big brand with this kind of major campaign."

Interesting. There's a thought. Just like Old Spice "Hey ladies, look at your man, now look at me" which unabashedly targeted women as the research showed they bought the shower gel.
I'd buy that as a strategy if this ad actually showed better examples of better men. Separating boys who fight has to be the bare minimum of male role-model. I've lived in a house with a common yard where our BBQ sessions kind of looked like the ad, and every dad out there would make sure the gaggle of kids roaming around played nice. WHO THE HELL WOULDN'T? By using such shitty examples, it makes me wonder how horrible the author's parents were. So what it takes to be a good dad these days is to hold baby girl in front of the mirror and reenact Stuart Smalley's Daily Affirmations. Spare me.

This thread has turned into an unexpected reunion of former high-schoolers who helped make the face. Cool!