Remember back in January when Gillette made news with its ad taking a direct shot at “toxic masculinity” (like boys wrestling while their dads barbecue in the back yard)? The ad convinced Jill Filipovic that it was driving men into a semi-literate rage, and it brought tears to the eyes of former CNN host Reza Aslan.

Gillette's trending new ad campaign, “The Best Men Can Be,” has many more dislikes than likes on YouTube. Some threaten boycotting, offended by the company's call for a new kind of masculinity. https://t.co/wUjDgRaqsw — NPR (@NPR) January 17, 2019

Gillette must have liked the attention it got for being so woke, and so it upped the ante by posting a new ad to Facebook, this one featuring a father teaching his transgender son to shave. The tagline: “Whenever, wherever, however it happens – your first shave is special.”

So now the razor company has called for a new kind of masculinity and — finally — featured a trans man in its ads. Is it OK to stick with the old masculinity we picked up from our fathers or what that whole thing wiped out by the first spot?

Gillette ad shows man teaching transgender son how to shave https://t.co/fTsiwO7sT9 pic.twitter.com/FH4KlD8jhB — New York Post (@nypost) May 27, 2019

They have no idea what their target market is anymore — Brexit Means Brexit Lets Go Wto (@lets_brexit) May 27, 2019

Can't wait to see what bandwagon Gillette jumps on next! ? — Julian Douglas-Smith (@julianfaye) May 27, 2019

Sure the line workers appreciate the virtue signaling by the management. — Cocaine Mitch Capital ❄️ (@walterk36) May 27, 2019

Why is this even news ….or are we celebrating females getting facial hair …i am lost — ☤im (@timbrennan1200) May 27, 2019

One question. Would a muslim father do this? — FlashBaspo (@FlashBaspo) May 27, 2019

Being "too woke" is a thing — Ant (@Zer0EffsGiven) May 27, 2019

Hope their transgender market is worth it to stockholders. — MJEAGAN16 (@MJEAGAN16) May 27, 2019

Ugh, can't wait to see the commercial when dad teaches her how to stand up and pee. — Stiles Bitchley ✫✫ (@WeWhoDieSaluteU) May 27, 2019

Now I use schick. Sorry @Gillette but your pandering is to much for me. — SBNY (@SBNY) May 27, 2019

Haven’t and won’t buy @Gillette since the man bashing ad. Who’s running that company into the ground? — MJEAGAN16 (@MJEAGAN16) May 27, 2019

Can we see a transgender daughter give birth? — Marc C (@MarcNYY618) May 27, 2019

Maybe in Gillette’s next ad for … whatever it is they’re trying to sell besides razors.

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