As you may have heard, Gillette ran a commercial recently. You may have heard about it.

Here are a couple points on why the commercial is not only controversial but wrong-headed.

Point 1: Gillette gets it exactly wrong.

It is not that men are too masculine; it is they are not masculine enough. In the commercial all the BBQ’ing men stand passively by saying, “Boys will be boys,” until finally some fat slob runs up to a pair of fighting boys and tells them, “That’s not how we treat each other, okay?” Really? Sorry, man child, but masculine men teach their sons to defend themselves and those around them. Such teaching avoids a lot of conflict.

Question that last statement? There was an underclassman who hounded one of my sons. He was a likable kid who I coached in cross country and track, but he did not know when to quit. One day before practice, I told him, “Hey Scott, just so you know, if Michael gets suspended, I don’t care.” The conflict ceased.

Gillette shows men groping at and cat-calling to women. This, the commercial claims, stems from toxic masculinity. But that is not a sign of masculinity, masculine men can appreciate a woman’s beauty and yet understand the differences between men and women impose limits upon their behavior.

The women in the audience may not believe this, feminist men do not hold you in high regard. I have hung out with so-called feminist men. It takes a while for them to let down their guard, but when they do, those views paint a stark contrast with their stated views. Generally speaking, they view you as pieces of meat, ladies. They do so because they have abandoned their masculine role as protectors of the weaker sex – yes, I really did just say that – and adopted the role of predator toward those who are supposed to be their equals.

I witnessed an example of this women-as-equals mentality while running near Boulder High School. That is Boulder as in Colorado, the vortex of liberal feminism where the only differences between men and women are in the plumbing. But this example relates to my second point, so let’s discuss it there.

Point 2: Feminists Want It Both Ways

I witnessed the second half of a conflict between a Boulder High co-ed and a boy. Evidently the girl offended boy before I ran by. The boy ran up to the group huddled around the offender sprang above her and hit her in the face as he came down. I was flabbergasted. During the late Neanderthal Period, when I attended high school, boys understood this rule “you do not hit girls.” But if there are no differences between boys and girls, the logic behind rules protecting girls is erodes away. Feminists cry foul, but men are doing what fulfilling feminists’ desire: they are treating women as equals to the detriment of women.

The nearby screenshot was taken from Gillette’s commercial. Why did the producers have this actress don this “outfit” to use my dear, departed mother’s term? Rhetorical question, I know. The garb is meant to provoke. Women understand their dress affects men and exploit that knowledge to their perceived benefit.

Indeed, feminists have preached a half-truth for decades. Namely, that women should be able to dress however they want without fear of consequence. From a theoretical standpoint this is true. From a practical standpoint, it falls under a technical philosophical term: goofiness.

Men should treat women respectfully regardless of how they dress – read that last sentence again before building your straw man, please. That said, women hardly have room to complain when provocative dress provokes a response. Women, if you want to be treated more respectfully, help yourself out in your wardrobe choices. Masculine men will treat you with deference regardless of your dress, but you will earn more respect with a bit of modesty.

Conclusion: We Need More Masculinity Not Less

If there is a media source that is more emasculated than NPR, it could only be NPR’s Canadian twin. The metro-sexual pictured nearby appeared on a discussion of the Gillette commercial on Canadian Public Broadcasting. Tell me, ladies, is this the guy you run to if circumstances became – how shall I phrase this? – “interesting” ? Hardly. You would look for the manliest man around.

The Gillette commercial perpetuates a half-truth. (Half-truths are, by design, more difficult to set aright.) Men do need to step up. However, “stepping up” does not mean becoming more like women but less so. We need more masculinity.

The premiere example of masculinity can be found in these three accounts from the life of Jesus. These are taken from Luke 7 and John 2. You will see Jesus interacting with a prostitute with no hint of impropriety, He helps out at a wedding by creating wine. Lastly, He drives man and beast from the temple square with a homemade whip and the forcefulness of His countenance. This is not some milk toast, eunuch but One who embodies both compassion for those in need and wrath against those promoting injustice.

Want to help women, encourage men to follow Jesus.