“Integrated, healthy masculinity is the solution, not social shaming.” Agreed!
This is the voice-over from the ad: Bullying, the #MeToo movement against sexual harassment, toxic masculinity. Is this the best a man can get? — Is it? We can’t hide from it, it’s been going on far too long. We can’t laugh it off. Making the same old excuses — boys will be boys. But something finally changed. And there will be no going back because we — we believe in the best in men. “Men need to hold other men accountable. To say the right thing, to act the right way. Some already are, but some is not enough. Because the boys watching today will be men of tomorrow.
It’s only by challenging ourselves to do more that we can get closer to our best.
It is the epitome of what you said — showing images of healthy integrated masculinity as men provide good role models to their boys and encourage their peers to not engage in anti-social behavior. There is absolutely nothing shaming in the ad. It speaks about positive progress, about believing in the best in men. It acknowledges the men who are already helping to co-create a better society for everyone. Meanwhile, there’s still significant room for our society to improve for both men and women — and the dominance posturing shown and talked about in the ad are at the root of all of that for everyone, as is the turning a blind eye to it. How on earth are we supposed to talk about that without talking about it?
Meanwhile, nearly every ad targeted towards women since the inception of advertising points out how women need to get “beach body ready,” have fewer wrinkles, be better moms or wives. Ads geared towards women don’t often say “challenge yourself to do more to get closer to your best” for the good of society. They say buy all this crap so that you can be a more attractive wife, mother, and sex kitten.