Mark Zuckerberg’s recent crisis of masculinity reminded me of an earlier round in the endless culture war over gender roles.  In the not-so-distant past, the marketing departments of some major corporations decided that pretending to value positive masculinity would increase profits. Gillette attempted this with the Best Men Can Be themed advertisement. The name was based on Gillette’s classic advertising line, “the best a man can get.” This campaign did ignite a response, but not what the marketing department wanted. To be fair, the marketing department probably thought no decent person could get mad at a mild endorsement of minimal male decency. And they were right.  

As would be expected, people like Piers Morgan and James Wood responded harshly. In the case of Morgan, he accused Gillette of virtue signaling, fueling the “global assault on masculinity” and called for us to “let boys be damn boys” and to “let men be damn men.” Woods claimed Gillette was jumping on the “men are horrible” bandwagon and said he was done with buying Gillette products. Other men were not upset, noting  its message appeared to be “Don’t be a jerk. Don’t raise a jerk. Call out other men being for jerks.” And some pointed out Gillette was just trying to sell more razors. While I will not attempt to see it through the eyes of those who hate it, I will address the philosophical aspects of virtue based advertising.

While some loathed the content of the advertisement, it is advancing a set of values, advocating certain behavior and encouraging men to serve as role-models by acting on those values. It is, of course, doing this to sell razors and shaving cream. From a moral standpoint, this raises two questions. The first is whether the values are morally good. The second is whether motivation is relevant.

Since I generally follow Aristotle’s virtue theory, I think that people should be the best they can be. Intuitively, this is morally commendable. That men should be the best they can be seems to be morally obvious and the burden of proof would rest on those who would deny it. The real dispute is over what it means to be the best.

Each society and subgroup have its own notion of the best man, and the easy approach is to go with what they say. The obvious problem with is approach is that moral relativism collapses into subjectivism, and it then collapses into moral nihilism. So “morally best” would end up referring to nothing. This puts an end to moral discussion, so one must accept moral objectivity for the discussion to progress.

While the response to from Morgan and Woods would suggest the values it advances are wicked, this is not true. The values endorsed seem to be classic virtues, such as respect and courage. For example, one man rushes to stop a group of boys who are attacking another boy, which is a virtuous act. As another example, a man is shown talking another out of harassing a woman, which is also a virtuous act. To treat others with respect and to protect those who need protection certain is what good men should do, hence it is odd to condemn the ad. But perhaps the critics did not take issue with these values, but with another aspect of the ad.

While the ad ends with displays of virtuous behavior, it begins by showing men and boys behaving badly, such as talking over a woman at a business meeting and laughing at sexual harassment in a sitcom. It does make sense that the likes of Morgan and Woods would be angry at this. They see it as an attack on men aimed at showing that all men are terrible. The problem with this interpretation is the ad does not say that all men are horrible. As noted above, the second part of the ad presents men acting ethically. As such, the ad simply says the obvious: some men are awful, some are good. Its message is also quite benign: don’t be awful, be the best you can be. There seems to be nothing here to take issue with, unless one thinks that behavior such as bullying and sexual harassment are morally commendable. In that case, the problem lies with those who think this and not with the ad.

Some might object to being preached at by a company trying to sell goods or services by virtue signaling. This is a reasonable objection, and people are free to not watch the ads or complain about this technique. However, the motivation of the company is irrelevant to the correctness (or incorrectness) of the claims and values in the ad. To think otherwise would be to fall victim to an ad hominem, that the motivation of someone making a claim makes the claim false. Even if Gillette was cynically trying to sell more razors and shaving cream and did not give a damn about men being their best, the claims and values presented in the ad stand or fall on their own. Naturally, it is reasonable to condemn or praise the folks at Gillette based on their motives, but that is another ethical issue distinct from whether some men behave badly and whether being the best men means acting in the ways presented in the ad.  I agree that if Gillette or another corporation is cynically exploiting values it does not endorse, then that is morally dubious behavior—but, once again, this is not relevant to whether the claims and values expressed are right or not.