Forbes also believes that this commercial may end up to be an all time marketing blunder (the type that you study in a business case. "What was corporate environment which led to such a blunder...".
They are obviously forcing me to boycott Gillette (I feel that it's my social responsibility). Certainly not because I think that the behaviours depicted are bad (I agree that they are). But because they mention that the majority of men do them and in so saying Gillette is contributing to stupid stereotypes (I just think that it's not socially responsible to do that in 2019. So in my mind, this is a fail and there should be repercussions)
However, this may end up being a genius move. Women have been constantly told that white men are bad for 10, 20 or 30 years. So much so that women don't even feel shy to state so publicly (remember Sheila Reid?). This commercial simply confirms what women now believe to be a truism. The commercial will prompt some dumb guys to comment stupidity on the internet, which will further confirm the belief.
Women certainly control/dominate P&G brand product purchase decision, so...
P&G stock was up 0.94% yesterday.
Time will tell.
Gillette pre launched this Super Bowl ad probably because they heard that other companies would be going in the same direction and they did not want to be forgotten in the mix. (Remember the Audi commercial last year (or year before) where one girl gets the opportunity to compete in a soap box derby against dozens of guys and obviously wins due to her superior intellect... all she needed was an opportunity. Pixar also did the same in their most recent Cars movie. One girl (even if a rookie) in a race will beat dozens of experienced men. Just because women are superior. In retrospect, that was super mild.)
https://www.forbes.com/sites/charlesrtaylor/2019/01/15/why-gillettes-new-ad-campaign-is-toxic/#2e699dcb5bc9