Procter & Gamble’s Gillette Ad: Suicide by Political Correctness

The war on men is nothing new. It has been going on for decades. It is being waged by those who want men not to be men and boy not to be boys. The anti-masculinity cartel want boys to become sissies. What is unusual is how corporate America has joined in to build a new generation of sissies.

There is hope. We still have a few educational institutions that produce Alpha Males. The most notable is the U.S. Military Academy at West Point. In the journal Public Discourse Trivius G. Caldwell in a column titled “A Wise Academy: The Un-Coddled American Minds at West Point” takes on the issue of “coddling.” Caldwell writes,

In a time when “safetyism” dominates many college campuses, the United States Military Academy at West Point can serve as a useful case study, offering important lessons in how to combat coddling in academia more broadly.

Cultural Suicide by Political Correctness

A perfect example is Procter & Gamble with their new social media ad for Gillette razors titled “We Believe.” Watch:

What is this ad intended to do?

Toxic masculinity. Photo by Sharon Garcia on Unsplash

It’s intended to support the #MeToo, bullying and toxic masculinity movements. These movements are designed to strike fear in the hearts of boys, young men and adult men. For you see the opposite of peace is not war. The opposite of peace is fear. If boys and men are constantly in a state of fear there cannot be peace for them.

The anti-bullying movement began with the Gay, Lesbian, Straight Education Network (GLSEN). It was GLSEN that started the “Day of Silence” observance in public schools to highlight bullying, especially of LGBT students.

But are anti-bullying campaigns like the day of silence doing more harm than good?

Susan Porter, author of Bully Nation: Why America’s Approach to Childhood Aggression is Bad for Everyone believes so. Porter sat down with Reason TV’s Tracy Oppenheimer to discuss the anti-bully movement and how laws, labeling and the media are only agitating the problem. She says that kids are actually suffering because of these anti-bully efforts.

“They are becoming less resilient,” says Porter, “if you’re now a victim, and you think of yourself as a victim, you are much more apt to get victimized.”

The P&G ad is designed to reinforce the victimhood of homosexuals and women at the expense of being a real alpha male.

The Zero-Sum Struggle

Proctor & Gamble have become, either by omission or commission, part of the “zero-sum” struggle. The Oxford Dictionary defines zero-sum as:

Relating to or denoting a situation in which whatever is gained by one side is lost by the other.

Today, the zero-sum struggle is between groups that self-identify as victims. These groups include the #MeToo and LGBT movements. Proctor & Gamble is essentially saying that in order for women and the LGBT communities to win men must give up their toxic masculinity. Men must lose!

If the end game is that men must loose, then who will defend our women, families, nation and culture? Political correctness kills. As Ayn Rand wrote:

The uncontested absurdities of today are the accepted slogans of tomorrow. They come to be accepted by degrees, by dint of constant pressure on one side and constant retreat on the other – until one day when they are suddenly declared to be the country’s official ideology.”

Proctor & Gamble is just anther company that has used its influence to turn boys into sissies and strike fear in the hearts of their fathers. Time to stand up and fight back. Time for men to take back their responsibilities to be leaders, role models and strong.


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