Gillette’s latest advertisement sympathetically shows a woman “transitioning” to be a man with the help of male shaving products.
The risky advert echoes the feminist campaign to blur the biological differences between men and women by suggesting that women can become men with the help of some Gillette shaving products.
The main character says:
Growing up, I was always trying to figure out what kind of man I wanted to become, and I’m still trying to figure out what kind of man that I want to become … I’m glad I’m at the point where I’m able to shave … I’m at the point in my manhood where I’m actually happy. It is not just myself transitioning, it is everybody around me transitioning.
The ad fades out, showing the corporate endorsement of the transgender claim: “Whenever, wherever, however, it happens your first shave is special.”
The advertisement tries to marginalize the public’s view that men should live up to their natural biology-based masculinity as a natural complement to women’s natural biology-based femininity.