WWII Commercial: Shave Like a Man

In 2013, a shaving brand that was born in 1919 joined the parade of products trying to define what it means to be a real man today.

To make the message seem less preachy, the TV commercials use manly archetypes of the past, a baseball player in 1920,  a pioneer on the Oregon Trail in 1854, and a G.I. fighting in 1944. They talk directly to their current-day male descendants about their behavior on social media.

The Barbasol commercial with the soldier begins with the actor speaking to the camera and saying “Oh, hey, buddy, your great-granddad here. In case you haven’t noticed, I’m kind of busy here fighting for your freedom in the Second World War.”

He continues; “But now, you’re using that freedom to hurl insults at celebrities on Twitter? Listen, hashtag, if you’re not going to fight like a man, at least shave like a man.”

In the end, the soldier is barking, “And stop L.O.L.ing everything.”


Joris Nieuwint

Joris Nieuwint is a battlefield guide for the Operation Market Garden area. His primary focus is on the Allied operations from September 17th, 1944 onwards. Having lived in the Market Garden area for 25 years, he has been studying the events for nearly as long. He has a deep understanding of the history and a passion for sharing the stories of the men who are no longer with us.

@joris1944 facebook.com/joris.nieuwint