Gillette’s new advert, a short film titled We Believe: The Best Men Can Be, has divided opinion, as it addresses toxic masculinity and shows support for the #MeToo movement. While Good Morning Britain host Piers Morgan branded the ad “repulsive” and some customers have vowed to boycott the brand, the ad has also been met with praise across social media. The advert features news clips reporting on the #MeToo movement and displays cases of sexism in the workplace, bullying, sexual harassment and violence between boys. The voiceover questions: “Is this the best a man can get?”
This commercial isn’t anti-male. It’s pro-humanity
Bernice King
A clip of actor Terry Crews also features, as he says: “Men need to hold other men accountable”.
The advert ends saying: “Because the boys of today will be the men of tomorrow.”
When Gillette shared the ad on Twitter they said: “‘Boys will be boys’? Isn’t it time we stopped excusing bad behaviour? Re-think and take action by joining us at TheBestMenCanBe.”
The advert has so far been watched over five million times on YouTube in 48 hours.
At the time of writing, it has 106k likes and 382k dislikes.
In the comments, viewers are divided, with many vowing to boycott the brand.
Gillette's new advert has divided opinion (Image: GILLETTE/YouTube)
Gillette's new ad looks at toxic masculinity
