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The TV presenter’s rant misses the point about letting boys be boys. The expectation of what that means must be widened

What would the advertising industry do without Piers Morgan?

Whenever they need a grumpy middle-aged man to be triggered, there he is, reliable as clockwork. He did it with Greggs’ vegan sausage roll, helping catapult their January marketing wheeze onto the front pages by complaining that it was a monstrosity. And he’s done it again with the new Gillette ad targeting toxic masculinity, which twists its familiar “the best a man can get” tagline to suggest that men can do a lot better than Harvey Weinstein and fighting in the street. It ends on a heroic note, with images of men in general and fathers in particular showing their sons a better way. But that didn’t stop Morgan dismissing it as “absurd virtue-signalling PC guff” that might drive him to get his razors elsewhere. “Let boys be damn boys. Let men be damn men,” he harrumphed on Twitter.

I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4

Related: Are the men in the news adults – or attention-seeking five-year-olds? | Katy Guest

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from Advertising | The Guardian http://bit.ly/2TSprUK
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