Manufacturing man puts Gillette’s ‘toxic masculinity’ to shame with a powerful viral video of his own

(Video screenshot)

Egard Watches, a 7-year-old manufacturing company, and distributor of intricately designed “timepieces,” published a formal “response” to Gillette’s controversial “toxic masculinity” ad.

Published on YouTube Tuesday, two days after Gillette published an advertisement that appeared to smear all men as predatory bullies suffering from so-called “toxic masculinity,” Egard Watches’ ad instead celebrates the many sacrifices men make daily in their lives on behalf of others.

“What is a man? Is a man brave? Is a man a hero? Is a man a protector? Is a man vulnerable? Is a man disposable? Is a man broken? Is a man trying? We see the good in men,” a narrator says as shocking statistics about the reality of manhood appear across the bottom of the screen.


The statistics cited by the watch manufacturer include the fact that:

  • “Men account for 93% of workplace fatalities.”
  • “Men compromise over 97% of war fatalities.”
  • “79% of all homicide victims are male.”
  • “Nearly half of fathers without any visitation rights still financially support their children.”
  • “Men account for 80% of all suicide victims.”
  • “75% of single homeless people are men.”

Though not cited by Watches, statistics also show that 89 percent of all men will be the victim of at least one violent crime, men are twice as likely to be victimized by strangers than women and men receive 65 percent longer sentences than women for the same crime.

The watch manufacturer’s CEO, Illan Srulovicz, reportedly made the video as a tribute to his father:

“I made this brand for my father as a tribute to him… I made this video alone… it’s my voice, my editing,” he wrote as a comment to his video, according to BigLeague Politics. “I feel that standing up for what I see is the best tribute to him as well. It means a lot that other people such as yourself feel the same.”

“I can not tell you how many people told me not to make this video and how it would ruin my brand. People have become scared to portray men in a positive light and that realization made me realize I had to do it even if it meant risking something that means so much to me.”

The father and son manufacturers could easily be described as two of the countless “forgotten men and women” that were left in the proverbial dust under Obama’s job-stifling reign. But, thankfully, it’s a different day, and the duo now work together in their Atlanta and Toronto offices personally designing and manufacturing all of the company’s watches.

As of Friday morning, Srulovicz’s video boasted over 35,000 likes and fewer than 700 dislikes, whereas Gillette’s ad, which may be seen below, had nearly a million dislikes and 500,000 likes.


So many disliked the ad because it spoke of “toxic masculinity,” a misandrist term used by the far-left to pathologize the otherwise normal behavior of men, including their inclination toward protecting women and children, maintaining stoicism through dark times and being fearless leaders.

It seems as if Gillette tried to boost its sales revenue by subscribing to what it believed to be the dominant ideology in America — that of privileged far-left media pundits and Democrat Party political figures who think it’s OK to demean all men and even tell them to “shut up.”

Gillette had to learn the hard way that this mentality doesn’t dominate in America.

Here’s just a tiny sample of the backlash the personal care products brand received:

Now contrast this to the overwhelmingly positive response Egard Watches is receiving:



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