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The Controversial Gillette #MeToo Ad On 'Toxic Masculinity'

Shaving company Gillette has found itself in the middle of a PR storm after they ditched their standard safe commercial campaigns to try and highlight an important social issue.

The company has decided to help promote a modern form of masculinity by engaging with the #MeToo movement, by ditching its 30-year-old tagline “The best a man can get”, with “The best men can be”.

The ad shows news clips reporting on the #MeToo movement, and includes images of sexism across films and workplaces, as well as violence between young boys.

The voice over says: “Bullying, the MeToo movement against sexual harassment, toxic masculinity, is this the best a man can get?”

The film, called We Believe: the Best Men Can Be, has already had over 4m views on YouTube, attracting praise and criticism in equal measure.

“This commercial isn’t anti-male. It’s pro-humanity,” wrote Bernice King, daughter of the late civil rights legend Martin Luther King. “And it demonstrates that character can step up to change conditions.”

However Emmy-award winning actor and Donald Trump supporter James Woods accused Gillette of “jumping on the ‘men are horrible’ campaign” and pledged to boycott its products.


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