Gillette Stands Behind Anti Toxic Masculinity Ad Despite Backlash

“Bullying. Harassment. Is this the best a man can get? It’s only by challenging ourselves to do more, that we can get closer to our best. To say the right thing, to act the right way. We are taking action at Join us,” the YouTube description reads.

Gillette, one of the manliest brands around, challenges men to shave their “toxic masculinity” and truly become the best a man can get in a powerful new ad. Personally, I like it, but that’s not the case in general. The polarizing ad inspired by the #MeToo movement, has not surprisingly, drawn backlash during these divided times.

“The new Gillette ad was meant to inspire positive behavior but spends too much time exposing the behavior that men have been criticized for, said Susan Cantor, chief executive of branding firm RedPeak. “Men are saying, we feel marginalized, criticized and accused rather than feeling inspired empowered and encouraged.”

As expected, the dislikes over on YouTube outweigh the likes. With that in mind, P&G has no plans to pull the spot despite the negative reaction. “We recognize it’s sparking a lot of passionate dialogue—at the same time, it’s getting people to stop and think about what it means to be our best selves, which is the point of the spot,” Pankaj Bhalla, Gillette brand director for North America.

Check out the ad below. IMHO, I have a feeling the people who have the biggest problem with it are probably the ones who need to change the most. Just my two cents.

Gillette – We Believe: The Best Men Can Be