Gillette flips iconic tagline in new ad campaign challenging ‘toxic masculinity’

A still from Gillette's new commercial

A still from Gillette's new commercial"We Believe

Gillette has a new take on "The Best a Man Can Get" in a campaign from Grey that tackles bullying, sexism and #MeToo, laying responsibility on men to be better.

"We believe in the best in men", the ad continues. Pepsi pulled an ad in 2017 showing Kendall Jenner giving a cop a Pepsi during a protest and apologized after an outcry that it trivialized "Black Lives Matter" and other protest movements.

For the past 30 years, Gillette has boldly stated that it was "The Best a Man Can Get".

Whatever one's view on masculinity and what qualifies as toxic or not, P&G has charged into the current culture wars with-manly metaphor alert-all guns blazing. Since it debuted Monday, the Internet-only ad has garnered almost 19 million views on YouTube, Facebook and Twitter - a level of buzz that any brand would covet.

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Others argued the advert had an overall positive message, and suggested men should be more open to self-criticism rather than reacting strongly.

"Traditional masculinity ideology has been shown to limit males' psychological development, constrain their behavior, result in gender role strain and gender role conflict and negatively influence mental health and physical health", the APA report warns. Because we... We believe in the best in men.

The shaving brand is featured in an early episode of the hit TV show in which hotshot advertising executive Don Draper, played by actor Jon Hamm, and his team are tasked with creating a new ad for Gillette's Right Guard deodorant for men.

On the other hand, there were those, who admired the ad, describing it as "must watch"... "While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many".

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From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. The ad drew immediate, impassioned reactions on social media: calls for boycott of parent company Procter & Gamble Co.

Gillette has set up a website on countering toxic masculinity that is also driving contributions to the Boys and Girls Club of America. Then a chorus of men say "Boys will be boys" while watching two children fight.

Surely it can't be that hard to admit that in a world where so many women live in fear, daily, of being attacked (go on, chaps, ask a female friend of yours what precautions she takes every single day to stay safe), men might need to do a little better.

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