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.