...and opinions are divided online.
Is this the best a man can get?
The new Gillette ad has sparked debate online after it was debuted on Sunday.
The ad shines the spotlight on bullying, harassment and the #MeToo movement.
The emotive ad seemingly aims to tackle toxic masculinity, and some are celebrating the approach the brand has taken and the important issues it's raising, whereas others are threatening to boycott.
On their website, the brand wrote: "Thirty years ago, we launched our The Best A Man Can Get tagline. Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve. But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together."
"We’ve all got work to do. And it starts today."
You can read more on this here.
Many men have taken to Twitter to say they are offended and feel it is an attack on masculinity, but the advertisement, in fact, shines a light on toxic masculinity, not masculinity in general.
Gillette also made the following pledge:
"From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more."
They went on to say that they will be distributing 1 million dollars per year to "to non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best." You can find out more about that here.
Watch for yourself here:
As mentioned, the internet is up on arms as a result.
Here's a just some of the reaction online...
If you watched that #GilletteAd and your first reaction was “gah, they’re smearing all men!” you really weren’t watching it properly. Or at all.
— Gavan Reilly (@gavreilly) January 15, 2019
Gillette: "Gonna do an ad about how it's cool to be there and support other men and that it's OK not to be a prick"
Men on the Internet for some reason: "Fuck you we like being pricks"— TechnicallyRon (@TechnicallyRon) January 15, 2019
Gillette: makes a moving short/ad about how men suffer because of toxic masculinity and how they have the power to change the culture of masculinity
Men online having watched it: "go fuck yourselves Gillette I'm not buying you anymore just accept that dickheads are dickheads"— Melanie Murphy (@melaniietweets) January 15, 2019
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.
— Andrew P Street (@AndrewPStreet) January 15, 2019
I was raised to always try and be better, to treat women with respect, and to know that we are equals.
I don't see any problem with having an ad that suggests we should expect more from the men out there who aren't living up to that standard.— Samuel Decker Thompson (@SamuelDeckerT) January 15, 2019
If you're offended by the new #Gillette ad, you might be part of the problem bud!
— TheAlphaVictor (@TheAlphaVictor) January 15, 2019
Others aren't happy...
The people who made that Gillette ad seem to think that the average man, unless instructed otherwise, will stand back and watch two children beat each other senseless without intervening. Have the folks at Gillette ever actually met a man before?
— Matt Walsh (@MattWalshBlog) January 15, 2019
Dear Gillette
What I wanted from you was sharp razors, now I'll get those elsewhere
We don't need more piling on to the
Toxic masculinity BS bandwagon https://t.co/HIDupZBTVn— Jim Hanson (@Uncle_Jimbo) January 15, 2019
There will never be a @Gillette product in my home again.
— Dan Gerlach (@dan_in_pa79) January 15, 2019
