The backlash against Gillette’s preachy, apologetic #METOO moment continues as Swiss watchmaker company Egard is responding to Gillette’s recent male bashing ad with a similar video short celebrating the statistical reality of male sacrifice, heroism and social struggle as a result of anti-male bias in the family court system. 

Citing social statistics on first responders killed in action, military fatalities and child custody statistics that show men as clear victims of bias, violation of parental rights and persecution who continue to pay child support despite being denied visitation, Egard Watch Company’s video focuses on celebrating the stalwart male archetype of sacrifice and suffering to serve society.

Management at Egard Watch Company say they wanted to respond directly to the Gillette criticism against men by uplifting and championing the natural heroism and physical toughness of real masculinity under fire in today’s anti-male culture. The resulting ad uses statistical truths to illustrate the hardscrabble struggle of men in a thankless societal environment where men are blamed for much of societies ills while shouldering the most dangerous and demanding jobs on the planet.

HAVEN’T SEEN IT? WATCH THE OFFENDING GILLETTE MALE BASHING ADVERTISEMENT HERE: