Watch Company launches a response to the announcement of & # 39; Toxic Masculinity & # 39; of Gillette; Goes viral



On Tuesday, Egard Watch Company launched an announcement on YouTube in response to Gillette's controversial announcement about the alleged "toxic masculinity."

The video shows images of men in various situations, from fighting fires to hugging their children, while the company's founder, Ilan Srulovicz, narrates. The images and the narration are accompanied by sober statistics related to men.

"What is a man?" Srulovicz asks as a firefighter takes a child from a burning building. "Is he a brave man?" The text on the screen says: "Men represent 93% of deaths in the workplace." The number comes from the Bureau of Labor Statistics (BLS).

"Is a man a hero? Is a man a protector? Is he a vulnerable man? Is he a disposable man? A broken man? Is a man trying?"

As each of the above questions is formulated, the following statistics are displayed on the screen:

Men represent more than 97% of war deaths. (Department of Defense of the United States)

79% of all homicide victims are men. (Office of Drugs and Crime of the United Nations)

Almost half of parents without visitation rights still financially support their children. (US Census Bureau)

Men account for 80% of all suicide victims. (World Health Organization)

75% of homeless single people are men. (National Coalition for the Homeless)

"We see the good in men," concludes Srulovicz.

Although the company's YouTube channel has only 5,500 subscribers, the video has been viewed more than 766,000 times and has a 64: 1 "like" to "do not like" ratio as of the publication date.

The Daily Wire spoke with Ilan Srulovicz about his YouTube video, as well as about Gillette's controversial announcement:

DW: What was your response to the Gillette commercial?

SRULOVICZ: If I'm honest, my initial response from a visceral point of view was negative. Whether I'm justified or not, I felt a bit offended. I felt that it was painted with a too broad brush. At the same time, I also understood what they were trying to say. I just do not think it's the right way to say it.

I think there is a very strong movement in society that is very widespread and, from an advertising perspective, I can see how Gillette felt like the right decision was, that is the narrative in progress.

I am absolutely in favor of addressing issues such as badual badault and intimidation, and I think the regrettable thing that Gillette's announcement seems to fail is that most men feel the same.

DW: What drove you to make your own commercial to address this problem?

SRULOVICZ: I made the commercial completely on my own because I did not receive the support necessarily from the people around me. They were a little worried that a message that was so contrary to Gillette's message was not well received. I think they were just trying to protect me. I think they believe in the commercial's message, but I think they were just trying to say, "Is it worth the risk of putting your company behind this message?"

Srulovicz said that at one point he was urged to do the video anonymously, but that an appointment pushed him to publish it as an announcement by the company: "There are only two places from which the actions can come: either they will come from fear". or they're going to come from love. "

SRULOVICZ: Releasing him anonymously felt like an action out of fear, not love. Putting something that I have built and something that means a lot to me behind this video would be an action for love. Then, I decided to go in that direction. I also thought that an anonymous video would not have the same impact as a company that says: "This kind of message is good, this kind of message is good".

According to Srulovicz, the overwhelmingly positive response to the video was quite unexpected. He foresaw a potentially negative response.

SRULOVICZ: My friends told me that a message like this departs from the problems of women's rights, and it is not the right time, or the current political climate is not appropriate for this type of message. I just do not see why it has to be one thing or another; it is not a competition Suffering should never be a competition; Edifying people should never be a competition. We should all have positive messages, and I think companies have lost track of that. You should encourage people in your ads, not give lectures or generalize to a whole group.

I decided to simply take a position and do it. I spent my own money on it; I recorded it myself; I did the editing myself because it was the only way I could do it and not be influenced by anyone, and that was important. I did not want to to be removed, or Do not get statistics that are very real and often sadly ignored in society.

DW: There will be people who will say that you saw the violent reaction of the Gillette commercial and, knowing that a large part of the country is from the right, used this as a cynical marketing ploy. What would you say to that?

SRULOVICZ: As I said before, I really expected a negative response, not a positive one. Therefore, I did not expect this to help my company necessarily. The reason I left my company behind was because it's easier for a person to come out and say, "I believe in this message." It's much harder for a company to do that.

At this time, I have contracts with large-scale companies, with celebrities, and to stand up and post a message, I would have to make sure that the message was not controversial at any level. I'm not gillette I do not have that kind of backup where I can take a chance.

Of course, there will be people who think that it is a tactic to take advantage of Gillette's violent reaction. What I really expect from all this is that other companies take note and start creating positive messages for men.

I just do not understand why we live in a moment in which we have to divide ourselves in that way; That's why you have to make a controversial announcement. Gillette could easily have made an incredibly positive announcement for the men at a time when nobody wants to do it, and I think they would have had an incredible response.

I also believe that if you want to make a change in society, you do not give lectures to people, you do it by giving them a positive message, you do it by showing who are the best men. If I want to make a message that has an impact on society, I will do it by saying: "These are the worst of us, and some of us are not this, but that is not enough" or I will say: "These are the best we, and many of us, are that, and for those who are not, this is what we can inspire people to be, this is what we represent as a gender, as a people, as a society. "

DW: Is there anything that we have not mentioned that you would like to say?

SRULOVICZ: The good thing about all this is the response, not only of men, but of women. It is not only men who want this kind of positive message for men: there are mothers who have sons; There are wives who have husbands. It is not just a group affected by negativity; they are all There are so many women who are behind positive messages for men.

The Daily Wire would like to thank Ilan Srulovicz for speaking with us about his commercial and his company.


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