Gillette, one of the oldest and manliest brands that have sold on masculinity for decades, seem to be trying to tell men to shed off their toxic masculinity. While the new Gillette ad has blown us away, it has left the internet divided.
The new ad shows men and boys engaging in bullying and sexual harassment and encourages men to “say the right thing” and “act the right way”. The short video titled Believe, plays on their famous slogan “The best a man can get” and replaced it with “The best men can be”.
The new campaign has been built around #MeToo Movement, talking about casual sexism, misogyny, sexual harassment and workplace harassment. The ad definitely pushes the boundaries as it throws many interesting questions.
“Is this the best a man can get?”
“We believe in the best in men. To say the right thing. To act the right way.”
“Because the boys watching today will be the men of tomorrow.”
Watch the complete ad here.
— Gillette (@Gillette) 14 January 2019
However, the irony here is that the ad is not going down well with some men. The internet is divided as some are praising the ad while some are complaining how it is insulting to men and laden with stereotypes. (Is it?)
On the flip side, the ad has created quite a stir. It has been watched more than 19 views on YouTube, Facebook, and Twitter – a level of buzz that any brand would covet. It seems that it is doing what only the very best marketing campaigns can do – causing controversy and making people talk about it.
Here are some totally contrasting opinions about Gillette ad on social media.
My response to Gillette’s “toxic masculinity” campaign. pic.twitter.com/01CGUlrlDD
— Tommy Bruno-Mercury (@tonnomercury) 16 January 2019
If you’re a man and you see a problem with the Gillette ad, you’re the exact problem they’re trying to fix. pic.twitter.com/ktVTqQwvAG
— Ebuka Akara (@ebuka_akara) 16 January 2019
The dudes freaking out about the new #GilletteAd have probably treated women in some shady ways. Great advertisement, highlights a handful of societal issues that more major companies are afraid to tackle. Hats off to #Gillette
— Timothy Chura (@timothyjchura) 16 January 2019
Gillette: “Hey, guys, let’s not be dicks, yeah? Let’s pull together for courtesy, care and respect for all.” 🙂
Angry Men: “Fuck YOU Gillette! How dare you tell me not to be a dick you fucking dickheads! Toxic masculinity doesn’t even exist!”🤬
The Internet: “Erm… ok then.”😐
— ALIX WILTON REGAN (@AlixWiltonRegan) 16 January 2019
You have made a grave mistake here, I will never use your products in my home again. #BoycotGillette
— pixiedust (@pixiedust5135) 15 January 2019
— Peace Makes Plenty✖🇮🇪 (@peacem8ksplenty) 14 January 2019
The men who are losing their shit over this ad feel attacked precisely because they’re the “bad guys” in the commercial. They know that, and we know that. But they still want us to have this debate on how masculinity is “under attack”. No, assholes are under attack.#GilletteAd
— Charlotte Clymer🏳️🌈 (@cmclymer) 16 January 2019
The #GilletteAd is going to end up being the litmus test for 2019, isn’t it?
How anyone could be offended by an ad that encourages us all to treat each other better is the surest sign of how screwed up we’ve become as a country.
— Josh Jordan (@NumbersMuncher) 16 January 2019
— Ricky Davila (@TheRickyDavila) 16 January 2019
— Steve Hofstetter (Live in LA on 12/26) (@SteveHofstetter) 16 January 2019