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WATCH: This Company Created A Video Celebrating Men And Standing Up To Gillette’s ‘Toxic Masculinity’ Ad

About time! Bravo to Egard Watch Co!


I have a feeling a LOT of people are going to be saying BRAVO to the Egard Watch Company and it’s CEO Ilan Srulovicz.

That is because in response to Gillette’s ad attacking men over “toxic masculinity” and essentially painting all men as horrible people, Egard created a video that paints a much better picture.

A truer picture.

A more honorable picture.

One that doesn’t immediately alienate 50% of the population (and 100% of their customers!)

Imagine that, what a novel idea.

So if you’ve had enough of the Gillette ad, please enjoy this wonderful ad from Egard Watch Company in response:

See It Here:

A short film - Dedicated to all those who sacrifice everything to make the world safer and better for all of us.

We agree that issues of abuse, sexual assault, domestic violence and bullying are serious issues and whole hardheartedly stand behind those issues being dealt with and getting the attention they need.

Please share this message

Backup Video Here:

The response has been overwhelming:



The Western Journal reports more on the back story:

Editor’s note: The following was written by Ilan Srulovicz, the CEO and founder of Egard Watch Company, explaining why his company produced an ad to counter Gillette’s recent commercial on masculinity.

The story behind making the video is interesting. I made the ad completely alone. The voice in the video is mine and the editing is my own. I was told by most people around me and in my company that making this video was a terrible idea and could not only hurt my brand but me personally as the CEO. I used my personal funds on the video because I was worried about the backlash.

The main feedback was, “This will draw attention away from women’s issues,” “The political climate right now won’t support a film like this,” “Ask yourself why no other company is doing it,” etc.

I considered releasing it anonymously but after some thought, I realized an individual releasing the message wasn’t going to have the same impact as a company doing it. I decided to risk it and post the video. I think what put me over the top is a quote I heard that says all actions come out of either love or fear. Releasing it anonymously felt like fear. Putting my company on the line for a message I believe in felt like love. I went with love.

I created the video for a few reasons. Firstly, I believe the statistics in the video are widely ignored or dismissed. I have tried to bring light to them myself in the past and had a difficult time having them acknowledged as an issue.

The Gillette ad rubbed me the wrong way. I, like the overwhelming majority of men, am absolutely disgusted by sexual assault, rape, bullying, so why throw it in my face as if my “gender” as a whole is toxic? Using terms like “toxic masculinity” is using too broad a stroke to address specific issues — issues which I agree very much need to be addressed, especially after all the crazy stuff we’ve seen in Hollywood. I am not against Gillette trying to start a conversation about assault, but I do have an issue with how they went about it.

Masculinity can be a beautiful thing, just like femininity. We need to start celebrating each other, not tearing each other down. I also feel that suffering needs to stop being a competition. It shouldn’t be “women vs men.” There are areas where men have it terrible in society. It’s OK to look at those areas and acknowledge it, while also understanding that women have it terrible in other aspects of society. Neither one has to dismiss the other.

We are so polarized. It’s all about “taking sides.” I am guilty of it myself because it’s all we are fed all day long, but I don’t want to be a part of that anymore. None of us, no gender or race, has exclusivity on being terrible or wonderful. Individuality is the measure of a person, not the “identity” or “category” to which you belong.

I can’t blame Gillette for their ad because that message is the norm. It has become pervasive. I can even understand how they believed full well this ad was a great idea and would drive tons of sales. Maybe it will in the end with all the attention it received. We have become so obsessed with defining each other based on these factors that we no longer even communicate properly.

My belief is that if you want to “make men better,” as Gillette claims it wants to do, then the best way to do that is to show the best of us, not the worst. When I see a man risking his life running into a burning building, it makes me want to be better. When I see a father who will stand by his kids no matter what, it makes me want to be better. When I see a soldier putting everything on the line to preserve my freedom, I want to be better. That’s what a man is to me and they represent a far greater majority of men than what Gillette portrayed a man to be.

I don’t feel I want to be better when an ad starts off with “toxic masculinity” or a bunch of boys bullying each other and portraying men as caricatures of sexual deviants. I simply close off. Call me triggered, say I “missed the point” but it was my visceral response to seeing it.

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