Gillette Takes On ‘Toxic Masculinity’ In New Commercial

There are calls to boycott Gillette over a new commercial that takes on #metoo topics like sexual harassment and toxic masculinity.
The ad plays on the brand’s famous slogan The best a man can get, but instead asks Is this the best a man can get?
The online ad includes scenes of boys bullying each other and men discriminating against or harassing women, meanwhile a chorus of men chant ‘boys will be boys.’
But, Gillette’s message isn’t sitting well with some.
The hashtag #getwokegobroke is trending in response to the ad.
TV host Piers Morgan tweeted: ‘Gillette just declared vindictive man-hating war on its own loyal customers.’
Meanwhile, others, like right-wing actor James Woods announced that they will no longer buy the brand’s products anymore.

Gillette responded to the backlash with a statement that read, in part: “It’s time we acknowledge that brands, like ours, play a role in influencing culture.
And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”

A Gillette executive also said the company hopes the ad sparks a debate.