“Is this the best a man can get?”
Gillette have released a new ad urging men to reject stereotypes and be “the best they can be” in the #MeToo era.
The razor company said that they want to use the ad to promote “positive, attainable, inclusive and healthy versions of what it means to be a man.”
“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.”
The ad depicts men of all ages witnessing typical and often toxic “masculine” behaviour such as bullying and sexual assaulting women.
“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo
— Gillette (@Gillette) January 14, 2019
It also features footage of actor Terry Crews as he testifies that “toxic masculinity permeates culture” after recounting his own sexual assault by a Hollywood agent.
The ad has received praise online from those who agree with its desire to tackle the problem of toxic masculinity, assault, and violence.
Piers Morgan has, unsurprisingly, taken much issue with the advert, claiming that boys should be allowed to be “damn boys” and men should be allowed to be “damn men.”
He shared his grievances today on social media, television, and multiple other platforms, probably.
Some, while actively ignoring Piers and his child-like fury, have taken their own issue with the ad, claiming that its message is far too blatant, exploitative, and reflective of “virtue signalling.”
Such critics have said that the ad will only appeal to those already supporting the #MeToo movement and the drive to change problematic male behaviour and that, ultimately, very little will change as a result of the campaign.
Gillette has said they will donate $3 million over the next three years to non-profit organisations with programs “designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”
Men’s rights activists have said they will “never buy a Gillette razor again.”
