You’ve no doubt seen it, the Gillette ad titled: “We Believe: The Best Men Can Be.” Obviously, the shaving supplier’s marketing gurus hit a nerve. It had twenty-five million hits on You Tube and forty million on Twitter. But they may have also punched a hole in the bottom of the brand. Forbes reports, “reaction to the ad has been overwhelmingly negative, with comments on its YouTube channel running negative by an astonishing ten to one margin.”
That’s not to say that everything Gillette was selling is wrong. Men and boys are having a tough time and need better role models. They are falling behind in education, are twice as likely to be diagnosed ADHD, commit most sex-crimes, refuse to get help when depressed, are more likely to commit suicide or end up in prison for murder. But the Gillette ad, and the American Psychological Association’s recently released guidelines for working with men and boys which preaches the same message, toe the gender-fluidity line of LGBTQ activist ideology. As John Stonestreet says in a recent Breakpoint, “the solution isn’t to caricature and then reject masculinity like a disorder. It is to re-discover and embrace real masculinity, which God declared to be “very good.”
Stu Weber, in his excellent book, Tender Warrior, teaches that real masculinity can be broken down into four roles a man should play in all his spheres of influence: King, Warrior, Mentor, and Friend. “To the degree (these functions) are balanced the image is clear, and the man and those around him flourish. To the degree they are abased and abused, the image is distorted, the man withers, and those around him experience pain.”
Of the four roles, King is the one least understood by men and most disrespected by pop-culture. The film, Black Panther, gives it a pretty good nod, but the authority and leadership inherent in the role are increasingly suspect. The best way to regain that respect is to properly fulfill the role.
Toxic masculinity abuses authority. True leaders exercise authority under authority. People were amazed at Jesus’s teaching because he taught as one who had authority (Matt. 7:29). But Jesus recognized that His authority was under authority. “I did not speak of my own accord, but the Father who sent me commanded me what to say and how to say it.” (John 12:49).
Toxic masculinity serves only itself. Weber explains that a King is a Pro-Visionary, a man who looks far into the future to plan and provide for those he serves. Like the biblical men of Issachar, he studies and understands the times and how to navigate them successfully. And like the biblical kings of old, he does this in multiple spheres: his immediate family, his church, his community, and his country.
Toxic masculinity abdicates the shepherding role. But a King provides order, mercy, and justice, creating an environment where life can thrive in a disordered world. With dignity and restraint, he holds himself, his family, his church, his community, and his country to the high ethical standards revealed in scripture. When it’s time to execute justice, he is a velvet covered brick. Men who do this won’t always be popular in the short run, but the people they serve will experience shalom.
A man doesn’t have to own a country to be a king. He just has to play the role and the kingdom will come to him.
 Stu Webber, Tender Warrior.