Topic: Gillette

Following a $5 billion write-down and backlash over its "toxic masculinity" campaign, Gillette has pivoted back to traditional advertising featuring local heroes. A new Australian ad features a clean-shaven firefighter discussing the mental and physical preparation required for his job. The hosts noted the stark contrast between this "Gillette Man" approach and the brand's previous controversial social messaging.

Mercedes-Benz Canada released a series of commercials featuring LGBTQ+ individuals identifying with specific colors of the pride flag to promote their vehicles. The hosts criticized the campaign as "extreme pandering" and "virtue signaling," comparing it to the controversial Gillette ad campaign. The episode concluded with a musical mix titled "Let's Get Social," satirizing the modern obsession with social media metrics and corporate branding.

Procter & Gamble reported an $8 billion write-down on Gillette, with $5 billion attributed to the backlash against its "toxic masculinity" advertisement. The failure is blamed on "social justice warrior" influence within advertising agencies like WPP and Grey.

Adam Curry suggests that conservatives should stop complaining about censorship and instead target the advertisers of the platforms they use. He cites the failure of Gillette's "Best a Man Can Be" campaign as evidence that brands are vulnerable to consumer backlash and boycotts.

Gillette released a controversial commercial addressing "toxic masculinity" and the Me Too movement, which drew significant backlash from male consumers. While some analysts believe the attention benefits the brand, others argue it creates ill will and encourages customers to switch to cheaper alternatives. The ad's metadata revealed a heavy focus on search terms like "crisis of masculinity."

Dan Victor is knighted as "Sir Viving The Media" after a large donation. The hosts discuss the history of razor marketing, with Adam Curry recounting his experience working with Gillette during the Mach 3 launch and the deceptive nature of the "indicator strip" on blades.

John C. Dvorak and Adam Curry debate the "razor blade theory," with Dvorak suggesting companies like Gillette and Gallo Wine intentionally lower product quality over time to increase margins. Curry argues that modern manufacturing processes make such intentional "dialing down" of quality unlikely.

The hosts evaluate a recent FBI operation in Seattle involving Larry Gillette and alleged plots against the Space Needle and Walmart. This event is analyzed through the "six-week cycle" theory, which suggests the FBI frequently sets up patsies in manufactured terror plots to justify budget and authority. The lack of a radicalization angle and the "lone wolf" nature of the suspect are noted as deviations from the typical pattern.

The term "blurb" was coined in 1914 by Gillette Burgess to describe short publicity notices found on book jackets. The hosts discuss the definition of the word as a transitive verb and its distinction from hard news, noting its primary function in PR and marketing. They suggest "blurbing" is a precursor to the modern concept of "blogging."

Presenting to major media agencies for brands like Pepsi and Gillette often involves technical difficulties with Windows-based laptops and projectors. The "plug and play" reliability of Macintosh systems is contrasted with the 15-minute configuration struggles typically required to get PC resolutions and scan rates to match external displays.

Curry shares an anecdote from a Gillette Mach3 launch briefing where a marketing executive explicitly stated the company never discusses how long blades last. Dvorak posits a theory that the blades included with a new razor handle are sharper and more durable than the replacement cartridges sold separately. They discuss the evolution of multi-blade systems and the vibrating razor trend.