Gillette, the brand known for men’s shaving products, recently is stirring up controversy with its customers and the like over a new ad which addresses the #MeToo movement, sexual harassment and bullying.
The company used the same tagline in the ad that they have been using for the past 30 years, which is “The best a man can get.”
But the tagline seemed to take on a new life of its own and Gillette’s customers were very upset to say the least, which saying Gillette “insulted their user base.”
Interestingly enough, Gillette’s ad has nothing to do with razors or shaving but focuses on social issues like toxic masculinity as well as the #MeToo movement.
The brand addressed problems in the commercial which have been all too common for the past few years. The video opens on Idris Elba along with other men in close-up shots with a voice-over saying:
“Bullying, the ‘MeToo’ movement against sexual harassment, toxic masculinity, is this the best a man can get?” the narrator questions rhetorically — which is then followed by an image of angry teens chasing down another boy.
The ad doesn’t stop there, it also features mansplaining as well as catcalling.
The ad was released this past Sunday via YouTube and the dislikes far outweigh it likes — clocking in at 923K thumbs down, while there are only 487K likes.
And most of the comments denounce the brand and its products — with many asking if the use of feminism as a marketing strategy crossed the line.
Gillette’s North America brand director, Pankaj Bhalla, shared with the media that “Actually a discussion is necessary. If we don’t talk about it, I don’t think real change will happen.”
Bhalla shared how he hopes that young men who view the video will be encouraged to be role models for younger children and teach them how to stand up to poor behavior and treat others with respect.
And at the end of the video, the narrator gives a nod to the #MeToo movement, saying “something has finally changed.”
The ad then continues to show Terry Crews, a man who has experienced sexual assault, saying that “men need to hold other men accountable.”
The commercial then shows men standing up to inappropriate behavior, with the narrator continuing on, saying:
“To say the right thing, to act the right way. Some already are – in ways big and small. But ‘some’ is not enough. Because the boys watching today will be the men of tomorrow.”
The commercial has made waves — and folks took to the interweb i.e. Twitter to unleash their thoughts.
“I’ve used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. Let boys be d***n boys. Let boys be d***n men.”
“Maybe men should just start getting better by refusing to purchase anything from Proctor & Gamble.”
While others praised the company, saying:
“What could possibly threaten or offend you about this #GilletteAd? If asking you not to harass women or bully other men is threatening, than your problems far exceed the content of a shaver commercial.”
“The comments under the @Gillette toxic masculinity ad is a living document of how desperately society needs things like the Gillette toxic masculinity ad. Seriously: if your masculinity is THAT threatened by an ad that says we should be nicer then you’re doing masculinity wrong.”
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