On January 16th, 2019, PETA tweeted a video of various men thrusting their hips while wearing phallic strap-on fruits and vegetables, along with the message "'Traditional' masculinity is DEAD" (shown below). PETA's "Traditional Masculinity Is Dead" Ad
Within 72 hours, the video accumulated upwards of 420,000 views and 4,100 comments. On January 15th, 2019, the Egard Watches YouTube channel uploaded a video titled "What is a man? A response to Gillette", which contained various videos of men serving in military and performing difficult tasks along with captions displaying facts about male suicide rates and homelessness (shown below). On January 14th, 2019, Dollar Shave Club posted the message "Welcome to the Club," which many interpreted as a response to the Gillette ad backlash (shown below).
Thanks Gillette, now excuse me while I help to impeach. Dollar Shave Club I'm calling in sick at the toxic masculinity factory today and registering Democrat. I realized how my every view and behavior I've ever held dear was wrong. As I began to mansplain to her why she isn't smart enough to know my shaving time is my time she showed me the new Gillette ad. Then suddenly my daughter burst into the bathroom holding her phone. Putting on the shaving cream and thinking about how I can get my son into a fight at the next BBQ, I replaced the worn Gillette brand Mach3 and began to chant "boys will be boys" as I started to shave. It was time to shave, I yelled at my wife to smile because I demand it, while pinching her butt right after she told me she didn't consent to it. I just got done cyberbullying my coworkers. So there I was, putting on my rape shoes, and practicing my sexual harassment pickup lines this morning. In the coming days, a copypasta mocking the PSA began circulating across various online platforms, including 4chan and Reddit. If we don't discuss and don't talk about it, I don't think real change will happen." "So There I Was" Copypasta On January 14th, CNN published an article about the online reaction to the PSA, which contained a statement by Gillette's North American brand director Pankaj Bhalla:
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